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Wunderman Thompson Commerce launches new sustainability practice with eco tech firm

Wunderman Thompson’s new partner Vaayu helps companies measure their environmental impact

Wunderman Thompson Commerce has launched a global sustainability unit in partnership with Vaayu, a ’clean tech’ company.

According to the agency, the practice “will cover consultancy, design, operations and technology services to support clients end-to-end in reducing the carbon footprint of their digital commerce propositions to meet the evolving needs of their consumers.“

Commenting on the launch of the Sustainable Commerce Practice, Neil Stewart, global chief executive of Wunderman Thompson Commerce, said: “We’re delighted to bring Vaayu’s innovative solution into the Wunderman Thompson Commerce family, working together with retailers and brands to reduce carbon emissions. Our global clientele will not only be able to ensure they are ethically producing goods and services, but also reassure consumers that their commitment to driving genuine change is front of mind; we’re no longer at an inflection point, we’re at the point where action is needed.

“We want to give retailers the tools to weave environmentally-conscious, sustainable commerce practices into the fabric of their DNA. Just as we have inclusive design in retail, we will now be able to provide sustainable consultancy, design, operations and technology services all in one place that transform the industry for the better.”

Vaayu provides carbon impact measurement and analysis to businesses. The firm was co-founded last year by a former Zalando executive, Namrata Sandhu.

According to research published by Wunderman Thompson, 60% of consumers actively look for companies that are more environmentally friendly than rivals, while 28% are willing to switch brands or providers based on their environmental performance.

Ruth Zohrer, global chief client success officer at Wunderman Thompson Commerce, said: “Powered by Vaayu’s carbon footprint calculation platform, our clients will have access to benchmarking tools and real-time measurement to track and offset carbon emissions. The ability to quantify the impact of their decisions, from changes in packaging design to route optimizations in the fulfillment process, in simple and transparent ways, will equip our clients and their customers to tangibly reduce the impact of their digital commerce offerings on the environment.”

The partnership will run from December 2021 to the fourth quarter of next year.

Sandhu said: “We are excited to launch our partnership with Wunderman Thompson Commerce, providing data-driven insights that will help reduce carbon emissions across their impressive global retail portfolio, in real-time.

“We believe that progress starts with collaboration and are proud to join forces with Wunderman Thompson Commerce to support their efforts to help retailers decarbonize. We very much look forward to the journey ahead.”

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