A Future-Fit Business does everything it can to help customers make responsible decisions regarding the purchase, use and (in the case of physical goods) post-use processing of its products. In addition, it markets its products honestly and ethically to appropriate audiences.
What this goal means
Some goods and services may cause harm to people or ecosystems, either because of the way they are designed, or because there is a chance that users could misuse them or dispose of them incorrectly. The company must make potential users aware of such risks, to empower them to make well-informed decisions regarding the purchase, use and (in the case of physical goods) post-use processing of its products.
In addition, a company must ensure it markets its products honestly and responsibly by avoiding all misleading claims regarding product benefits, and by only targeting appropriate customer groups (e.g. not marketing cigarettes or alcohol directly to children).
These requirements cover both final products designed for end users, and interim goods which are incorporated or processed into final products by other companies.
To be Future-Fit, a company must:
- Ensure users are informed about any negative impacts of its products;
- Ensure users are not subject to false or misleading claims about the benefits of its products; and
- Ensure products are marketed only to those capable of making informed purchasing decisions.
Why this goal is needed...
Confusion over communicating the perishability of food products leads to large amounts of avoidable waste.
Uncertainty around “best before” and “use by” dates in the UK causes 350,000 tonnes of food, worth £1bn, to be wasted annually.
The proliferation of environmental and social credentials on products fails to provide meaningful guidance in choosing environmentally-superior products.
There are currently 455 different eco-labels applied to products across 25 industries worldwide, often leading to customer confusion surrounding unverified claims.