Strategy

Changing lifestyles

Change the narrative that people tell themselves about the future. Explain the problem, show the solution. The problem is too big. Focus less on the negative but rather on the number of solutions that exist and how good they are. In this way you inspire hope, and enthusiasm to take action.

When change comes, it will need to be radical and will come in waves rather than a gradual process. It will be driven by natural disasters that people witness and experience. Consumers are changing their views, new consumer behaviour is changing society.

While the global economy will always exist, it is not sustainable at its present size because it is destroying both the diversity required for its stability and the energy resources on which it relies. Low-value commodities and time-sensitive goods that need to be transported around the world will decline. This will open new opportunities for local producers.

A more sustainable industry depends on using what already exists, eliminating the problem of waste, and reframing the way we value products. All of the products we create today will need to keep their value in the future and will naturally be brought back into the system. The product has value when it has been well- designed, a pleasure to use and has the possibility to be recreated as a high-quality product tomorrow, with no loss of value.

01 Storytelling

02 Radical change

03 Re-localising

04 Closed-loop companies

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Breathwork

Breathwork is a type of breathing exercise or technique. People perform breathwork to improve mental, physical, and spiritual well-being. The way you breathe impacts the organs and functions within your body. If your breathing changes, whether consciously or unconsciously, then these systems will change accordingly.

The Breath Guy, Richie Bostock, gives classes and workshops to make you aware of your breathing and learn how to use it as a tool that will radically improve your physical health, mental well-being and performance in all that you do.

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Conscious guide

The city of Helsinki has developed an app to guide citizens, businesses and tourists to make more sustainable choices. Operating like a city-scale laboratory, Helsinki is experimenting with policies and initiatives to create change.

The app shows you the environmental credentials of shops, bars and restaurants. Renewable energy use applies to all, restaurants are asked to take action to reduce waste and serve ethical seafood, while cultural institutions need to encourage public transport use and shops can sell recycled items, offer repairs or incorporate borrowing.

Vegan options

The vegan cheese market is expected to continue to grow given the rise of veganism fuelled by consumer awareness of its associated health benefits and animal welfare concerns.

VegNature’s vegan cheeses, called Vromages, are made from fermented cashew nuts. While veganism has the lowest carbon footprint, getting everyone to switch to a vegan lifestyle is difficult and it will put a strain on plant base produce. Flexitarianism aims at easing this transition, by reducing the quantity of meat in the diet.

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Consumerism

Ræburn offers free repairs of its garments to encourage their customers to keep their clothes for as long as possible. Durability is important, if a product lasts, you don’t need to buy a replacement, so the total impact can be low.

Since the label’s inception in 2010, Raeburn has pioneered the way for sustainable, mindful fashion. The clothes are characterised by innovative recycling techniques and utilitarian styles.

Retail

Stores and delivery services without packaging or with lending schemes for containers and boxes.

Resell stores, curated stores that bring together the best pre-owned fashion, shoes or furniture. Deciding for yourself what is cool. A treasure hunting approach to buying.

Grow fresh vegetables close to the store, rooftop gardens and hydroponic installations, or even within the store. This doesn’t require excessive transportation or packaging to get from store to table.

See how it is made. Factory tours and workshops to involve the consumer in the process and to meet the people who make the products to inform them and to foster a connection with the products they use.