Malls and Environment
For the last ten years or so we have been watching the creation of an altogether new form of experience in shopping experience called the mall. As of today we have data which says by the first quarter of 2011, India can expect to have nearly 120 million square feet of total mall space available through about 350 malls. That means we have 350+ touch points which will have direct or indirect impact on ecology surrounding these points. With these malls, the developers are now facing a new challenge. This is not just about having the best tenants and the best location. It is about engaging with the surrounding environment and ecology. It is all about making the existence of a mall meaningful. Some experts have seen that consumers are willing to pay extra if they are confident that a mall is green and also socially responsible.
Impact of a mall
We can clearly divide the impact of a mall into three major categories:
1. Earth, Water and Air: This in nutshell means the impact of the building on the land it occupies, the water it uses and the air it pollutes by way of emissions from various machines inside the mall. One of the major causes of pollution is the vehicle traffic which gets generate outside the mall. Both noise as well as smoke.
2. Energy: The second important way a mall impacts us by way of the energy it uses. The key question here would be “Is this energy from sustainable resources?” if not, then what should be done about it?
3. Social: The most none core impact is social. This where most of the new malls and some old ones are focusing. The very reason is the fact that our society is complex and many times we have situation when a plush mall is in the middle of a low or middle class habitat. This obviously generates frictions and clashes. Both in physical as well as subtle forms. Malls are acknowledging the fact that we cannot have an epitome of consumerism in the the very middle of poverty and depravation.
Let’s see what all is being done around the world and in our country to address these issues. Let’s start with what are the trends and what are the success stories. The basic ways in which these shopping centres have been engaging in our countries are either by way of ensuring green energy initiatives and the other way is engaging the community. The last one is becoming very powerful in establishing the acceptance levels of a mall.
Trends in Green Mall:
Besides LEEDs certification and other such assurances, malls are focusing on ensuring that energy usage is minimized. As of now they don’t have great say in where the energy is generated from. But they can optimize the usage. This can be done along with the retailers while at the design stage itself. There are other ways also malls are encouraging green thinking. No usage of plastic bags and wood. Encouraging the usage of bio- degradable material. Lights are switched on just before mall opens, escalators stops if not in use. Doors close automatically. These are some of the many ways malls are focusing on reducing energy consumption, thereby saving money as well as becoming a positive contributor to saving environment.
Engaging Society- Some ideas and Trends:
1. Job generation- employment- There are hundreds of jobs which are generated in a mall, Security, Parking, Housekeeping and customer sales agents. Lately many malls makes it’s a conscious decision to engage local boys and girls for these jobs. Just imagine the impact of these initiates in and around the community and the mall. It’s a simple yet high impact activity. Surely the malls need trained people and many times they don’t get them from the immediate vicinity. It is here the mall developer and the occupants must pool in resources and provide help like training.
2. Centre point of community engagement: Malls can b the centre point for not only shopping but also become a kid of club and community centre for surrounding community to share ideas and thoughts. One of the well known malls in Mumbai has started such an initiative where community people use mall space to get together and exchange information. This is an excellent example of engaging with the people ith asking them to shop.
3. Sharing knowledge- using resources: What malls have is property and space. Some of these remain without ay use for hours during the week. Can these spaces be used for say, class rooms for kids? Can the terrace be used for training areas for under privileged? Can the retailers share some knowledge to the people from surrounding help them earn a living. Can they adopt kids and train and absorb them as CSAs? I can understand these are lofty ideas, but they can be effective if translated into some sort of reality.
4. Supporting Mom & Pops: Last but not the least, one of the major causes of concerns in a country like ours if the constant fight between traditional retail and modern retail. Whenever a mall comes up, surrounding retailers get threatened. Can a mall support these retailers in some form or other? Can a space be shared with them within the mall to ensure they also share the fruits of modern shopping phenomenon?.
It is a fact that malls are here to stay and also they have to find a balance and harmony with its environment. Unless these are done, mere sales and real estate making will not take them far. Malls have to become the centre point of the community in both consuming as well as non consuming way. It has to be inclusive. Only then we will see a long life and more profits for a mall.
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