Beating the sustainability time bomb with innovation


The way brands innovate needs to change.  As the Brundtland Commission for the UN put it over 30 years ago in 1987, “innovation should meet the needs of current generations without compromising the ability of future generations to meet their needs and aspirations.” 


Let’s fast-forward to 2030 and judgement day for how we all performed against the UN’s 17 Sustainable Development Goals. Can we hand on heart say that we as a community of people working on brands really did enough? 


We have 9 years to hit these goals and the clock is ticking.


Innovation is at the heart of this. While everyone loves a game-changer, most businesses will need to think incrementally, using a problem-solving mindset. Be that:

Rethinking product make up (pack, ingredients, sourcing, manufacturing, distribution, and right through to post-usage) as PATCH has done in the world of plasters.

Identifying white spaces that repurpose, reuse and upcycle waste – thinking about waste as an opportunity in the same way that bio-bean has done for fuel and Snact has for fruit snacks.

Championing human, social and environmental causes to offset harms as Who Gives A Crap has done in toilet paper by spending 50% of their profits on toilet building in impoverished regions.


Brands need to rethink their growth strategies for both current and future generations. 


How we work with brands:  

  1. We ensure that sustainability, business and brand goals are managed as one agenda.  This is our golden thread from briefing to discovery of need to developing solutions.
  2. We use AI to understand shifting consumer sentiment in sustainability at a total landscape, category and brand level. We future-proof brand decisions to stay relevant with their consumers. 
  3. We focus on impact and have a framework to help set and track metrics.
  4. We create a portfolio of strategic partnerships between brands and our initiative partners to achieve short- and long-term goals. 

Let’s run this race together.