The Record - Issue 20: Spring 2021

131 cradle to grave,” says Lancaster. “Although it’s rel- atively easy for them to calculate the direct emis- sions generated by their own operations, it’s very difficult to gain data about all the other indirect emissions that occur throughout the value chain, particularly after the consumer has disposed of the product. Consequently, they aren’t often able to provide the full product sustainability creden- tials that consumers would like to know.” Microsoft and its partners, however, are har- nessing the power of digital technologies to enable retailers and CPG brands achieve their sustainability goals. “We’re exploring the benefits of embedding tiny sensors, radio-frequency identification tags or QR codes into or onto individual products so retailers can track them from cradle to grave,” says Lancaster. “This will enable retailers and CPGs to collect all the real-time data they need to produce accurate and reliable sustainability information for consumers and, if necessary, regulators. They would also be able to easily pinpoint which materials could be recycled or repurposed in future. “We’re already helping multinational CPG Unilever to build a digital overview of its sup- ply chain so it can calculate its carbon footprint and share this data with customers.” In addition, Microsoft has been collaborating with partners to create a mechanism for cus- tomers to return products to the retailer when they are no longer fit for their original purpose so they can be responsibly recycled or refur- bished and reused. For example, Microsoft has teamed up with its partner Ombori to help global fashion retailer H&M Group to introduce new smart garment recycling bins to its selected stores. Customers bring bags of clothing – of any kind, in any condition, from any brand – to the store and deposit them in the smart bins, R E TA I L & C PG “Brands will make it clear that they care about the environment”