What pressure are VM teams facing around sustainability?

Agnè Baltakienė · 15 Sep 2026

Visual merchandising teams are under growing sustainability pressure from multiple directions at once. Corporate ESG commitments, evolving legislation, and increasingly informed consumers are all pushing VM functions to rethink how they source, specify, and manage in-store displays. The questions below unpack where that pressure comes from, what it means in practice, and how VM teams can respond.

Where does the sustainability pressure on VM teams actually come from?

The sustainability pressure on VM teams comes from three main directions: corporate ESG strategy, regulatory requirements, and consumer expectations. Retailers with publicly stated environmental commitments increasingly require every department, including visual merchandising, to contribute measurable results. That means VM is no longer a creative function operating outside the sustainability conversation.

At the corporate level, many large retailers have signed up to frameworks like the UN Global Compact or set Scope 1 and Scope 2 emissions reduction targets. When those commitments are made at board level, they cascade down through procurement, operations, and yes, the teams buying mannequins and display fixtures. If your company has pledged to cut its environmental footprint by a specific percentage within a defined timeframe, VM spend is part of the calculation.

Regulatory pressure is also tightening, particularly in Europe. Extended producer responsibility rules, packaging regulations, and supply chain due diligence legislation are all moving in the same direction: making brands more accountable for what they buy and how it is produced. VM buyers who were previously focused almost entirely on aesthetics and price are now expected to ask harder questions about where products come from and what happens to them.

Consumer sentiment adds a third layer. Shoppers who care about a brand’s environmental credentials do not separate the product from the store experience. A beautifully dressed window display built from non-recyclable materials can sit awkwardly alongside a brand’s public sustainability messaging.

What sustainability metrics are retailers now tracking for in-store displays?

Retailers tracking sustainability metrics for in-store displays typically focus on material recyclability, carbon footprint per unit, supplier certifications, and packaging standards. These metrics are increasingly built into procurement scorecards and supplier evaluation processes, meaning VM buyers are expected to gather and report this data as part of their regular workflow.

On the materials side, the key question is whether display components can be recycled at end of use, and through which method. Mechanical recycling, the most widely available and cost-effective approach, is the benchmark. Suppliers who can confirm their products are compatible with existing recycling infrastructure give buyers a straightforward answer to a question that is now regularly asked internally.

Carbon footprint tracking is becoming more structured. Retailers with GHG reduction targets want to understand the emissions associated with producing and transporting their displays, not just their product inventory. Scope 3 emissions, which include purchased goods and services, are where in-store fixtures sit. Suppliers who can provide emissions data per unit, and who have their own reduction targets in place, make it significantly easier for VM teams to report upward.

Packaging certifications are another active area. FSC-certified cardboard, for example, is a straightforward standard that many retailers now require from all suppliers, including those providing display solutions. It is a low-friction requirement that signals broader supply chain responsibility.

What materials and manufacturing standards are VM buyers expected to demand?

VM buyers are increasingly expected to demand recyclable materials, low-emission manufacturing processes, certified sustainable packaging, and transparent supply chain practices from their display suppliers. These are no longer optional extras. For retailers with active ESG retail store commitments, they are baseline requirements.

On materials, polystyrene has a strong sustainability case compared to alternatives like fiberglass or polyurethane. It is 100% recyclable and can go through multiple recycling cycles, including mechanical recycling. Fiberglass and polyurethane, which remain common in mannequin manufacturing, particularly among suppliers producing in Asia, do not offer the same recyclability profile. For VM buyers specifying against a sustainability brief, this distinction matters.

Manufacturing standards to look for include the use of water-soluble paints and polishes, which significantly reduce volatile organic compound emissions compared to solvent-based alternatives. Air quality management within production facilities, renewable energy sourcing, and GHG reduction targets with verified progress are all indicators that a supplier is operating responsibly rather than just claiming to.

Supply chain transparency is the other major expectation. Nearshoring, meaning sourcing from suppliers geographically close to your markets, reduces transportation emissions and makes it easier to verify labor standards and health and safety practices. European retailers working with European manufacturers have a structural advantage here: shorter supply chains are easier to audit and faster to respond to changing requirements.

How are VM teams balancing sustainability with budget and creative constraints?

VM teams balance sustainability with budget and creative constraints by shifting focus from unit cost to total value, prioritising modular and adaptable display systems, and working with suppliers who can deliver both quality and flexibility without requiring large minimum orders or long lead times.

The budget tension is real. Sustainable materials and certified manufacturing processes can carry a higher upfront cost than standard alternatives. The counterargument, and it is a strong one, is that durable, recyclable display components reduce replacement frequency and the associated costs of new production, shipping, and disposal. Over a two or three year window, the economics often look different from a single-order comparison.

Creative constraints are a different challenge. VM teams are rightly protective of their brand’s visual identity, and sustainability requirements should not mean settling for generic or uninspiring displays. The good news is that custom-made solutions, where every dimension, finish, and pose is specified to the brand’s exact requirements, are entirely compatible with sustainable production. The key is working with a supplier whose design capability matches their environmental credentials, rather than treating these as separate considerations.

Practically, many VM teams are finding that consolidating their supplier base helps on both fronts. Working with fewer, more capable partners reduces complexity, improves communication, and makes it easier to build the kind of collaborative relationship where creative ambition and sustainability goals reinforce each other.

What role does the mannequin supplier play in a brand’s sustainability goals?

A mannequin supplier plays a direct role in a brand’s retail sustainability strategy by determining the material composition, manufacturing footprint, and supply chain emissions associated with every display unit a retailer buys. Choosing the right supplier is one of the most impactful decisions a VM team makes when it comes to the environmental impact of in-store presentation.

This is where we come in. At IDW Display, sustainability is built into every stage of how we work, from the materials we use to how we power our factory. All our mannequins are made from 100% recyclable polystyrene, 90% of our paints and polishes are water-soluble, and we source our electricity exclusively from renewable energy. We set binding GHG reduction targets and measure our emissions annually, so when you ask us for sustainability data to support your own reporting, we can give you real answers.

Our nearshoring approach means a shorter, more transparent supply chain for our clients. Everything is produced in-house at our European factory in Vilnius, which makes it easier to verify standards, respond quickly, and keep transport emissions low. For retailers building a sustainable retail strategy, that combination of proximity, capability, and verified environmental performance makes a meaningful difference.

If you want to talk through how your display requirements map to your sustainability commitments, get in touch with our team. We are used to having this conversation, and we are happy to help you find the right approach.

Frequently Asked Questions

How do we get started with auditing our current VM setup for sustainability gaps?

Begin by mapping your existing display inventory against three criteria: material recyclability, supplier transparency, and packaging standards. Request material data sheets and any available environmental certifications from your current suppliers, then benchmark what you receive against the standards outlined above — recyclable materials, water-soluble finishes, and verified GHG data. The gaps that surface will give you a clear prioritisation list for your next procurement cycle, rather than requiring a costly overhaul all at once.

What is the difference between Scope 2 and Scope 3 emissions, and why does it matter for VM procurement?

Scope 2 emissions refer to indirect emissions from purchased energy, such as the electricity a retailer uses in its stores, while Scope 3 covers all other indirect emissions across the value chain — including the goods and services a company buys. In-store display fixtures, including mannequins, fall under Scope 3, which is typically the largest and hardest-to-measure portion of a retailer’s carbon footprint. This distinction matters for VM teams because it means your procurement decisions directly affect your company’s Scope 3 reporting, making supplier-level emissions data an increasingly non-negotiable requirement.

What should we do with old mannequins and display fixtures when we replace them?

The answer depends heavily on what they are made from. Mannequins manufactured from 100% recyclable polystyrene can enter standard mechanical recycling streams, making disposal straightforward and keeping materials in circulation. Fiberglass and polyurethane units, by contrast, are not mechanically recyclable and typically end up in landfill. If you are replacing a legacy fleet, it is worth contacting your local waste management provider to confirm what streams are available, and factoring end-of-life recyclability into your specification for any replacement units you order.

Can sustainable VM solutions still be fully customised to our brand's visual identity?

Yes — sustainable production and bespoke design are entirely compatible when you are working with the right supplier. Custom dimensions, finishes, poses, and surface treatments can all be specified to exact brand requirements while still using recyclable base materials and low-emission manufacturing processes. The key is not to treat sustainability and creative quality as a trade-off, but to select a supplier whose design capability and environmental credentials operate at the same level, so both requirements are met from a single source.

How do we evaluate a mannequin supplier's sustainability claims and avoid greenwashing?

Ask for specifics rather than accepting general statements. A credible supplier should be able to provide the exact material composition of their products, name the recycling method their materials are compatible with, share their energy sourcing arrangements, and confirm whether they have set and are actively measuring GHG reduction targets. Third-party certifications — such as FSC for packaging or renewable energy verification — add a further layer of credibility. If a supplier cannot answer these questions with data, that itself is a meaningful signal.

Does sourcing from a nearshore European supplier actually make a measurable difference to our carbon footprint?

It can, particularly when compared to sourcing from manufacturers in Asia, where ocean freight and associated logistics add significantly to the transport emissions embedded in each unit. Nearshoring also shortens lead times, reduces the need for air freight in urgent situations, and makes factory audits far more practical — all of which contribute to a more verifiable and lower-emission supply chain. For retailers with active Scope 3 reduction commitments, the transport component of purchased goods is a concrete lever that supplier geography directly influences.

How do we make the business case internally for switching to more sustainable display suppliers when the upfront cost is higher?

Reframe the comparison from unit cost to total cost of ownership over a realistic timeframe — typically two to three years. Durable, recyclable display components reduce replacement frequency, lower disposal costs, and decrease the transport emissions and logistics spend associated with repeated re-orders. Beyond direct cost, there is a compliance and reputational dimension: as ESG reporting requirements tighten, being able to demonstrate verified supplier sustainability performance has real business value. Presenting the switch as a risk management decision, as well as a cost one, tends to land more effectively with finance and leadership stakeholders.