GoodUp Sustainable Brands Copenhagen

5 main insights Sustainable Brands “17 Copenhagen


by GoodUp Info

What an amazing atmosphere and vibes at Sustainable Brands “17 in Copenhagen. Our founder Anna Chojnacka gave a keynote presentation and she gained a lot of state-of-the art insights about what’s hot and happening. Let’s read on about her 5 most important insights Sustainable Brands Copenhagen.

Sustainable life is becoming more and more mainstream

We’re finally at this point. Sustainable life is becoming more mainstream. This is partially due to the growing awareness about the urgency of current environmental and social problems. We also see a paradigm shift in our perception of what constitutes ‘Do Good Life’: a growing focus on happiness as opposed to wealth and personal achievement. This shift is captured by various market researches in the changing attitudes and behaviours of customers. It is getting more and more in the core of doing business as well.

More and more companies put ‘Doing good’ at the core of their business

Doing Good is integrated in the core of many businesses. Business that are Net Positive (NP) “give back more to society and the environment than they take out”. Dell is one of the companies that embraced this model. The IT giant has established a 2020 goal ensuring that the good coming from its technology will be ten times bigger than what it takes to create and use it. To achieve this, they focus on the customers using their tech – from cloud computing eliminating the need for commuting to boosting access to online education portals.

We’re not alone: many inspiring ‘good’ business cases

Sometimes, we might feel very lonely in ‘doing the good work’. But as Sustainable Brands Copenhagen showed us: we’re definitely NOT alone! There are so many inspiring cases out there. What about the vegan cheeseburger from Oumph!? Their BBQ burger, a vegan cheeseburger (yes, with vegan cheese and mayonnaise and all), showed a big leap of faith for this very traditional burger restaurant. But it paid off, big time. They increased their revenues by 15%. And how about the Cradle-to-Cradle Certified gold t-shirts released by C&A earlier this year? It is made with non-toxic, biodegradable materials. It is designed for its next use, it can be turned into any fibre cycle. Made with 100 percent renewables, in factories meeting high standards for social fairness. And it’s selling for only €9. This product’s sell rates are equal to its highest selling products. Great job, C&A!

Telling people to stop doing things does not work. Offering attractive alternatives does.

We should think about alternatives instead of telling people to ‘stop doing things’. This was clearly illustrated by the Oumph! Burger and the affordableCradle-to-Cradle t-shirt. Other attendees of Sustainable Brands Copenhagen offering attractive (and successful!) products were the organic alternative for tampons of Yoni and the alternative for plastic bottles by Dopper.

We realise that we are in this together

C&A not only created its inspiring Cradle-to-Cradle T-shirt, it is also ‘giving away’ the recipe on how to produce it. Everything is available open source on the Fashion for Good website. Other fashion organisations can take it forward. As Jeffrey Hogue, Chief sustainability officer points out “To have systemic change, other brands need to come along.”. We couldn’t agree more.

Let’s team up for change!

Want to see more of Sustainable Brands? Check out our Twitter page which shows a lot of interesting slides and quotes.