New World Thorndon is making an impact

A retailer with a purpose, New World Thorndon is an awesome example of how CoGo is helping to connect businesses and consumers for good. Committed to ongoing sustainable practice change, they use our consumer data to inform their decisions, while taking the opportunity to build even stronger relationships with their conscious customers.

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Why CoGo?

Already doing good work across their business operations (driven both by their involvement with the wider New World family, and their own personal belief in sustainability), Store Manager Ashley Drake and Chief Sustainability Officer (CSO) Catherine Drake wanted to answer two key questions: ‘What sustainable issue should we tackle next?’, and ‘How can we better tap into the growing market segment of conscious consumers?


Working together to change business

To help Ashley and Catherine find an answer, we supported them to become an accredited business on our platform. They not only had to prove the good work they were already doing (and quantify the impact of this), but put together a pledge of what they would achieve within the next 12 months. With our Impact team on hand to guide them where needed, this process resulted in some clear and compelling sustainable impact statements Ashley and Catherine could use to communicate their efforts to customers.

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Reducing Waste
"Each year, we divert 437,404kg of recyclables, compost and disposable packaging from landfill".

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Sustainably Sourced
"We offer 29 certified sustainably sourced products for sale.”

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Vegan
"We offer 21 vegan products for sale."

 
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Organic
"We offer 45 products that have been farmed or produced from crops grown organically." 

 
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Carbon Neutral

"We offer 6 products that are certified carbon neutral.”

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Cruelty Free
"We offer 76 products for sale that are not tested on animals.

 
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Supporting Communities

“Every year we give NZ$64,376 to help our communities and environment.”

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Fair Trade
"We offer 50 products for sale that support the livelihoods of workers in developing countries."

 
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Supporting Communities

“Every year we give NZ$64,376 to help our communities and environment.”


Listening to what customers care about

Signing up with CoGo gave New World Thorndon immediate access to trends about the social and environmental values of over 13,000 consumers across New Zealand. More importantly, they could start collecting analytics about the values of CoGo consumers who were specifically shopping in their store.

Both data-sets are updated in real-time, with trends supplied in regular reports. Together, these reports give Ashley and Catherine the crucial ethical customer insights they needed to make better informed decisions.

Access to this data has led New World Thorndon to act! Informed by what their customers value, they've committed to more sustainable initiatives, earning new badges and improving practices.

 
We started investigating how we could better reduce our food waste after joining up to CoGo and Kaibosh was suggested… We liked that they are a ‘one stop shop’ for so many different charities. After meeting with Kaibosh, we agreed it was a great solution to reducing our un-saleable food waste, while enabling us to make a positive contribution to our community.
— Catherine Drake, CSO, New World Thorndon
 

Building trust with a critical audience

Like any large retailer, supermarkets can sometimes feel like they’re facing an uphill battle with consumers to convince them of their desire to do good. New World Thorndon are using CoGo to share their commitment to social and environmental change and connect with new customers within their local community.

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As an accredited business, they are able to create an enhanced profile on our consumer app, highlighting the impact each of their sustainable actions is having on global issues. We even helped them take some great photos to use to show their customers how they’re making an impact.

Through our other channels (including email lists and social media), New World Thorndon have been able to spread their message to an even greater audience. In all, we connect with over 22,000 conscious consumers in New Zealand. We encourage businesses like New World Thorndon to continue to take action in new ways and share the good news across this conscious audience when they do.

Now accredited with 9 badges, New World Thorndon have been able to build a more transparent and trusted relationship with consumers, while making better informed sustainability decisions as a business. We can’t wait to share what they do next!

In one year, New World Thorndon has seen an impressive 63% decrease in waste to landfills (150 tonnes in 2017 down to 95 tonnes in 2018). Their waste diversion sits at around 85% every month.

Although the cost for this progress is not insignificant, it “isn’t quantifiable but it’s a necessary cost…we could never go back. [It] doesn’t cost us to give when there is need,” says Catherine.

Share your values to help other Kiwi businesses like New World Thorndon do good!


Inspired by the impact that New World Thorndon are making, and how we’re enabling them to share their story with customers? You have the same opportunity to connect for good! If you’re a business, let us know that you want to improve your practices and share your work with your customers.

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