Retail design and manufacturer, Barrows Global, is making a genuine difference in their industry – and they may just have the award to prove it.

Barrows Global submitted an entry for the Ad Net Zero programme, which launched in 2020. The initiative, spearheaded by the Advertising Association, IPA, and ISBA, aims to reduce the carbon impact of the advertising industry – with the goal of reaching real net zero carbon emissions by 2030.

Barrows tossed their idiomatic hat in the ring with their PolyAL display, designed to reduce the waste that comes with single-use, temporary promotional campaigns in South African retail spaces. Circular economy principles were foundational to this project, designing waste out of the system to launch a reusable, zero-waste display solution made from a permanent upcycled core of 100% recycled long-life cartons.

To crunch a few numbers, the corrugated sleeve consists of up to 70% less corrugated board than typical temporary displays and contains up to 99% recycled materials, resulting in a 37% carbon saving over a two year span. Even better, brands opting for the PolyAL display benefit from up to a 20% cost saving.

Dis-Chem is one of the major chains that have opted for the PolyAL Eco-Display, using the sustainable advertising option for over two years. Mark Norton, Dis-Chem’s Marketing Manager, is proud to be the first retailer in South Africa to adopt these circular displays and hopes to see others following suit. “Over the past two years, we’ve seen 192 brands partner with us on this journey and seen a 100% adoption rate.” There are 812 displays rented across 152 Dis-Chem stores countrywide and over 140 advertising campaigns have been rotated on the programme. That means 2.842 million cartons escaped the fate of a landfill. That means over 100 tons of carbon has been saved from entering the environment. That means sustainable, cost-effective and scalable change for the advertising industry – all because of Barrows Global’s innovation, pioneering a space that is in desperate need of initiative and development. “Brands are seeking ways to become more circular in their operations and we are glad to offer a platform to start this journey with them,” Norton says.

This programme is shortlisted to win the Ad Net Zero awards, a veritable David in the company of industry Goliaths like Budweiser and Unilever. The winner will be announced on 23 November 2022, but Barrows Global’s Head of Sustainability,  Jenna Bestbier, already feels like a winner. “We set ourselves an ambitious vision for the PolyAL display programme. By rethinking the point of sale promotional display system and applying a lifecycle design mindset, we came up with a fundamentally better solution for the planet. Not only is our design and rental model more sustainable, but it is also more cost effective and we provide 100% proof of campaign execution,” Bestbier says. “To achieve early adoption, buy-in and scale with a disruptive solution like this and to still be running successfully 26 months into the programme (and counting) is a massive collaborative win. Being shortlisted for the Campaign Ad Net Zero Awards is recognition that we are on the right track.”

Green initiatives in most industries tend to escape notice or are ‘greenwashed’ for the purpose of positive PR. Genuine shifts with tangible results deserve to be recognised and the Ad Net Zero campaign spotlights initiatives that are reducing carbon emissions. Not all heroes wear capes, after all. If net zero is going to be achieved, every single link in the chain in every single industry must match intention with action to do better for the environment. Brent Taylor, CEO of Barrows Global recognises the importance of these pursuits. “The FMCG (fast moving consumer goods) retail sector is a significant contributor to our planet's overall carbon footprint and the race to net zero has to look at every aspect of the value chain, in particular the billions of kilograms of cardboard waste the retail promotional display industry is responsible for,” Taylor explains.

“We are so proud of the PolyAL innovation both in material innovation but more importantly the lifecycle business model that makes it possible,” he says. “We are grateful to Dis-Chem's leadership in taking this leap with us, finding a new model and new way to operationalize promotional displays in retail.” Barrows may have started locally - and they do intend to expand the program further within South Africa - but scaling is also imminent with expansion in the UK and USA where Barrows works closely with the likes of Tesco and Walmart, as well as other branded manufacturers who are committed to meeting their own net zero goals. Barrows Global is a case study of meaningful action in the fight to decarbonise our world - and this is just the start.