Mothercare partners Hubbub to redistribute baby clothes

Signal of change / Mothercare partners Hubbub to redistribute baby clothes

By Anna Simpson / 22 Mar 2017

In a four-week campaign, UK retailer Mothercare is inviting parents to reduce clutter in their homes by donating baby clothes to be redistributed to families in the local area, in partnership with waste reduction campaign Hubbub.

So what?

Research released by Hubbub and Mothercare claims that UK homes contain 183 million unwanted items of baby clothing.

The campaign is only set to last four weeks, and so raises the question of the retailer’s long-term ambitions to reduce waste. How can such examples move from publicity stunt to business model?

Sources

https://www.hubbub.org.uk/Blog/launching-the-giftabundle-campaign-with-mothercare

What might the implications of this be? What related signals of change have you seen?

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