Climate action needs to take place throughout the whole of the value chain and Category Managers have a platform to enact change, here’s why.
- 1. Category Managers can drive positive change throughout the value chain
To drive meaningful change in the area of climate action, it is essential to address the entire value chain. Category managers have a unique opportunity to leverage their platform and enact change in this area. This is particularly true in the retail space, where category managers play a pivotal role in shaping the products that shoppers see on the shelves. From determining what products to stock, to deciding on packaging, size, and placement, every aspect of the shopping experience is carefully curated to meet the needs and preferences of the target audience. By incorporating climate action into these decisions, category managers can drive positive change throughout the value chain and create a more sustainable future for all.
- 2. Category Managers are key influencers working collaboratively with retailers
Category managers are important as a resource that retailers use to help make decisions about the products on shelf. They are the custodians of market data and knowledge of how their category is shopped and will have great knowledge of what is going on across the market with competitors and even adjacent categories. Category managers are a fantastic resource to retailers and a frequent port of call to understand more about what is happening in the market and with their shoppers. As a result of this, they have a real impact as to what happens on shelf and form a key part of decision-making in retailers.
- 3. Category Managers are at the forefront of Horizon Scanning and Trend Spotting
Category teams are continuously looking for ways to ensure their categories continue to stay relevant to current and new shoppers. Keeping abreast of changes in behaviour, new food and drink trends as well as what’s happening across the year with seasonal and special events. As businesses engage in horizon scanning, they may adopt various approaches, but one useful tool is a PESTLE analysis. Such an analysis can highlight crucial factors for consideration that extend beyond food and drink trends. In particular, the recent focus on high fat, salt, and sugar (HFSS) products has had a substantial impact on numerous categories, and it likely features prominently in forward-looking plans. It is important for category managers to include climate change in their horizon scanning efforts and to carefully consider the potential implications for their specific industry or category.
- 4. Bringing to life the bigger picture Strategies and Visions
Category professionals play a crucial role in shaping the future of their industry by bringing innovative ideas and forward-thinking strategies to the table. These experts are adept at identifying and addressing problems and are often responsible for envisioning what the in-store experience could look like. Additionally, category teams have the unique ability to conceptualize and execute ideal solutions for their industry, which presents an exciting opportunity for incorporating climate action into the core vision for the category. By leveraging their expertise and creative problem-solving skills, category professionals can help drive sustainable growth and position their industry for long-term success.
- 5. Putting the Climate Emergency on the agenda
Category professionals have a unique opportunity to integrate the category emergency into day-to-day management by incorporating it into their visions and strategies. While sustainability may have been a focus in the past, the time has come to shift this to a more comprehensive approach that includes Climate Action and extends beyond packaging. Achieving this will require category managers to develop a deeper understanding of the climate emergency and the skills needed to navigate this new landscape. By embracing these changes and staying ahead of the curve, category professionals can help drive long-term success for their industry while also making a positive impact on the environment.
Find out more by joining our Category Marketing Climate Accelerator.
This newly launched accelerator programme has been tailor-designed for Category Professionals in the food and drink industry to help you:
- 🌎 Upskill on climate
- 🚀 Develop your Category career
- 🛒 Implement retailers‘ sustainability targets into your category role
- 👥 Network with other Category professionals and engage on climate action
- ✨ Gain CPD points for your career development
- 📈 Learn how to use your unique Category influence to drive change in your business
Don’t miss out. Every job is a climate job.