Monetizing sustainability with HEMA

Published on November 14, 2023

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Sustainability: the new 'licence to operate' for retailers

The Dutch non-food retail landscape is incredibly dynamic. Consumers constantly have to choose between a high-quality product or a cheap alternative that has a shorter lifespan, which is also partly due to the presence of large foreign chains.

Sustainability is increasingly wringing between the traditional price-quality balance. Consumers want to associate themselves with conscious purchasing behaviour, in which the future of the planet and the reduction of emissions are key themes. Especially in recent years, brand positioning has become more and more important.

We’re interviewing Tjeerd Jegen, HEMA’s CEO who was stepping down at the time. We reflect on developments in the Dutch retail landscape and how sustainability is becoming increasingly crucial for businesses to maintain their raison d’être.

Why is the theme of…

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