Buying Better: Selfridges doubles labelling scheme to help consumers shop sustainably and consciously

UK department store Selfridges has doubled its sustainable labelling scheme, Buying Better, with the launch of six new categories to help educate and guide customers to shop with more environmental awareness.

The new labels in the Buying Better scheme include responsible leather, reducing waste, vegan, forest friendly, cruelty free and supporting communities. The labels appear on over 3,000 products from over 100 brands within homeware, fashion and beauty.

It follows new research by Selfridges which found that 74% consumers believe retailers can do more to educate and guide consumers to shop more sustainably.

A total of 72% and 64% of consumers were concerned with reducing waste and buying cruelty-free products respectively.

Last month, Selfridges was one of the original signatories of the Fashion Pact, a coalition of influential fashion brands and businesses working together on a series of commitments climate, biodiversity and oceans to reduce the industry’s environmental impact.

The Buying Better scheme was launched in 2017 with four categories.

Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyles including sustainable and green living. She also offers content services to businesses and individuals at


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