How an ambition became the norm

Closing the loop on plastic waste at Lipton: How an ambition became the norm

This interview is part of The Terrace’s ‘1.5-degree society campaign’. In this series we ask professionals: how is your organization contributing to the 1.5-degree society? And – most importantly – what can other organizations learn from your experiences? We hope to inform and inspire other businesses to do even more and accelerate their impact. 

One key shift towards a 1.5-degree society is closing the loop on waste. With a growing business there comes a downside too: an increase in sales leads to the production of more plastic waste. Lipton, a hot and iced tea brand of Unilever, has the ambition to become a fully circular brand. Bibianne Roetert worked as a brand manager at Unilever and took a leading role in making Liptons’ plastic bottles 100% recycled and fully recyclable. The Terrace spoke with her on how she took these steps. What experience can she share for other businesses to sustain and accelerate the positive change necessary for the 1.5-degree society?

When did you realize that change was needed?
That was when I calculated, together with my colleagues, the impact of the plastic production of our bottles. It turned out to be immense. Yearly we use 1.400 tonnes of plastic for 60 million bottles. When making our plastic bottles recycled and recyclable, we reduce the CO2 impact with more than 40%. After a three-day conference back in 2018, in which one of the days was totally devoted to sustainability, we became very motivated in changing the course of our plastic use. I also had a personal urge and conviction that there was still a lot of value to be added to Lipton as a brand, which could contribute more to our planet. Only looking at monetary profits did not satisfy me when the plastic pile was growing together with the growth of the brand. Still, there was not yet a concrete plan on paper on what I thought I could do about it.

How did that go?
My manager challenged me to create this plan and I asked him for 2 months to understand the full lifecycle of plastic bottles in order to build a plan on ambitious yet realistic targets. He agreed. During those months I learned about the benefits of using recycled plastic and investigated whether Lipton could start with making all Dutch festival bottles from 100% recycled plastic, which could significantly lower our impact. That is where we wanted to start. While we were still investigating whether we could move all bottles to 100% rPET, we already started our communication during ADE Green 2018. There we pledged to be a fully circular brand at festivals in 2019. By already communicating about this bold step towards festivals and consumers, the ball started to roll faster and further.

How did that feel?
That was a cool and exciting time. We already promised the festival audience to make steps forward, so going back wasn’t an option anymore. Because we had made it so tangible, the urge was really there to get all the (technical) heads together and go for the grail.

It almost seems that you were running a political campaign and you were advocating to create a movement...
Sometimes it almost felt like that, there was such a clear mission. The advantage was that people saw me as the lead on this journey and knew that they could ask me anything about this topic so they could become experts too. There was a lot of respect and excitement that Lipton was taking a leading role in using recycled plastic.

In the end, you – and eventually your company – get the most energy by setting targeted and ambitious goals. Especially when you reach them!

It sounds like a fairy-tale, but no change comes without bumps on the road, I can imagine?
Exactly, the biggest obstacles were the technical implications. For example, there seemed to be a lack of availability of high quality recycled plastic in the beginning and along the way there were challenges with running all the tests in the factories in time. At those times I sometimes worried that we’d had to withdraw our commitment.

Yet, you did not?
Certainly not, we succeeded in making all the festival bottles of 100% recycled plastic in 2019. In fact, all our Lipton bottles in the Netherlands and Belgium are 100% recycled and fully recyclable since Q1 2020. We were the first soft drink brand to realize 100% rPET usage on such a scale in the Netherlands. We are now rolling this out to all the other countries in which Lipton is sold. We notice that the sentiment around the brand has positively changed. Also, we see internally that everyone believes in the brand and its mission, which results in a good and proactive atmosphere. It created a lot of wins in the end.

You now switched to Unox, another Unilever brand, a few months ago. What kind of experience would you share with other professionals working on similar challenges?
First, always try to understand how the lifecycle of your product works. What possible improvements are there to make? You have to gather as much knowledge as possible so that you can put everything in perspective. This is important for every industry, from plastics to meat. Second, pick one point on the horizon so everyone knows where to follow you. And last but not least: consistently keep moving towards that point. And this is easier said than done.

Are there any thoughts/last famous words you would like to share?
Ultimately, a lot of people are not aware of the impact they could personally make. They say: "I think it's special and I understand it’s important, but in my company it is not (yet) possible". I think it is important to motivate people and let them think more critically about what role they can play in a company, and that more is possible than you might think. Challenge yourself and don’t be afraid to challenge your surroundings. In the end, you – and eventually your company – get the most energy by setting targeted and ambitious goals. Especially when you reach them! Mark my words: Ultimately anyone can do it. It is possible in all companies and in all cases. It's about turning your (sky-high) ambitions into actions, as we did by introducing our 100% festival bottle.

In this series, The Terrace asks its network how they are contributing to the 1.5-degree society and what other organizations can learn from that. Last time we spoke with Lipton on how they are closing the loop on plastic waste. The last time we spoke with ASICS about their dare to focus.


ASICS: Dare to focus

This interview is part of The Terrace's '1.5-degree society campaign'. In this series we ask professionals: how is your organization contributing to the 1.5-degree society? And - most importantly - what can other organizations learn from your experiences? We hope to inform and inspire other businesses to do even more and accelerate their impact. 

What if we are not committed to take any actions on climate change and limit global warming to 1.5-degrees? In the future, will it still be possible for people to enjoy outdoor sports in a sustainable environment? Or will having a city walk without the constant smell of smog be unimaginable by 2050?

Reason enough for ASICS to take continuous action: “Going forward, we will continue to act for future generations to achieve a sound mind in a sound body and address the climate change.’’ said Yasuhito Hirota, COO and President of ASICS Corporation, this September. To suit the action to the word they joined the RE100, the global environmental initiative composed of member companies committed to relying solely on renewable energy for their electricity needs in business activities.

We’re happy to see that ASICS takes a clear stance in accelerating their change and impact. We were able to ask the CSR & Sustainability team at ASICS EMEA, some questions on their challenges and learnings in contributing to the 1.5-degree society: 

What does positive change mean to you and what is your biggest, most important motive for investing in a sustainable future?
In the light of a 1.5-degree society, positive change would be the active involvement of all stakeholders that will enable us to fight climate change together. Not only us as a brand, but also our suppliers, customers and end consumers. We need to realize we all play a role in successfully changing the way we consume resources and impact our environment. I believe sports brands can play a positive role in changing the behaviour of people to reduce the impact we have on our planet.

How do you stay focused on your sustainability targets when so many things are changing in society, among which Covid-19, that influences nearly every cornerstone of the world?
This is indeed a challenge. At the same time some of the changes and crises in society like Covid-19 have also really helped people to realize that something needs to happen. So despite the many challenges, pressure on continuity of businesses and the economy, at all levels (authorities, institutions, companies and individual level) there is more motivation and determination to change than ever before. We also see a momentum of people and businesses being more open and receptive to big changes now, that we can also use to make changes toward more sustainable business actions, such as switching to digital services for sports and e-commerce sales growing dramatically. This can boost some of our sustainability programs even in these challenging times.

And are there any big bumps on the road that holds ASICS from going forward and hinder this progress?
For many team sports, people need to come together, which is a challenge in the lockdown situation that people are facing in many countries. However, due to the scale of this pandemic, there is a great push to develop alternatives to that, and at the same time more people are reverting to individual sports such as running in order to stay healthy and sound. Either way, the bumps on the road are not holding us back in the end, only delaying some people a little.

What do you see as the biggest sustainability challenge for ASICS at the moment and in the future?
With Climate Action and our CO2 reduction targets being the backbone of our environmental sustainability strategy, a big challenge lies with circularity. As a product driven brand, about 80% of our GHG emissions are so called indirect emissions and originate from processes that involve the materials, manufacturing and end of life stage of our products. There are still many challenges in truly converting into a circular business model. Some of them are technical and some of them also operational and involves the entire industry rather than only our company and its value chains.

What message would you like to pass on to other companies that are striving to create sustainable and social impact?
Focus. As a person and as an organization you cannot be and do everything. At ASICS, a lot of what we do has started with research. So, we would always suggest taking time for a good assessment. Take a close look at your organization and how you operate and where your – both positive and negative- impact lies. Although you can take a lot of inspiration and valuable learnings from others, you could sometimes feel pressure to start moving on a topic because of pressure from external stakeholders or other parts of your organization, but you will achieve the most impact if your sustainability and social ambitions are truly matching the nature of your business.


Eva Schouten

Moving towards a circular food system: The Terrace presents at the Erasmus Food Lab

On the 26th of November The Terrace consultants Eva Schouten and Luca Goossens visited the Erasmus Food Lab in Rotterdam to give a talk on circularity and specifically a circular food system.

About the Erasmus Food Lab
The Erasmus Food Lab aims to set an example of sustainable food culture, bringing consumers, researchers, cooks and food entrepreneurs, and professionals together. At the Food Lab you find everything needed to accelerate (local) food transition: information and guidance for sustainable strategies, an organic vegetable garden, a collection point for local produce from farmers in the area, a  great spacious kitchen and many, many dedicated students that want to drive positive change.

Getting serious about food
When the delicious vegan dishes were ready to be served, we facilitated a session about key strategies for closing the loop in our broken food system. Creating urgency for the matter isn’t hard with facts that speak for themselves:

  • Currently, the agrifood industry is responsible for almost a quarter of greenhouse gas emissions globally
  • 1/3rd of our food is currently wasted
  • 24 million slices of bread are tossed out each day in the U.K. alone
  • In cities, less than 2% of the valuable biological nutrients in food by-products and organic waste is composted or otherwise valorized
  • At current consumption levels, we will run out of known phosphorus reserves in around 80 years, which forms the basis of the fertilisers used widely in agriculture

The solution hierarchy
Luckily, there are serious opportunities out there for turning the tide around. After all, the world’s best dishes were made from food leftovers, Pot au feu is made of waste vegetables, bouillabaisse is the fish that’s damaged or bruised or unmarketable for the moment. However, we didn’t come to talk about recipes – we are sustainability consultants not chefs. We presented the best ways to turn food waste into value based on the EPA Food Recovery Hierarchy and ages old circular farming methods like using manure as a fertilizer, functioning as phosphorous too. Food waste can for instance be used as animal feed, an initiative already widely applied in Japan, the feed is known to be rich in lactobacillus bacteria, which eliminates the need for antibiotics, and farmers save 50 percent of the cost of regular feed.

For the circular economy local communities are key
Cities across the world have a unique opportunity to spark a transformation towards a circular economy for food, given that 80% of all food is expected to be consumed in cities by 2050, as stated Ellen McArthur in their Cities and Circular Economy for Food report. Cities can, in connection with local farmers, spark the transition towards a circular economy. Creating a circular economy requires an industrial-scale response, but this can be complemented by a community-based response and associated physical infrastructure, such as maker-spaces, labs, community technology workshops and any other community-based forms, more about this in this insightful blog.  We left the event hopeful as the energy and amount of initiatives already initiated at the Erasmus Food Lab clearly show that they are well on their way to become such an accelerator for circularity. We hope to have provided them with some inspiration to take along on their journey!


Sustainable Fashion Innovations

Sustainable Fashion: The innovations that are (or might be) closing the loop

A while ago, it was Dutch Sustainable Fashion Week and that means that there were plenty of side events to visit to hear the latest on moving towards circular fashion, waste reduction new textile innovation. I joined in the Book Launch of Dana Thomas ‘Fashionopolis” at the Fashion for Good Centre on Tuesday. As for any event on sustainability, Dana Thomas started the night by facing us with numbers, and these are extreme enough to create urgency to act:

  • 20% of our water is depleted by the fashion industry
  • 99% of our clothes are not recycled
  • 85 percent of textiles end up in landfills
  • for 1 kg of cotton 1 kg of chemicals is used
  • we throw away 2.1 billion tons of clothing a year
  • 60% of all textiles used in apparel are derived from plastic (accounting for nearly 3 trillion plastic bottles every year)
  • it is estimated that about 35 percent of the microplastics that enter the ocean are synthetic fibers from clothing

The industry, generating no waste, and all textiles would be recyclable and are put back in the loop. More than ever, the industry is embracing this change with 90 apparel brands committing to the Circular Fashion System Commitment due June 2020 and set up by the Global Fashion Agenda. And fortunately, there are also some great developments to learn from that could fix the broken system of our current ‘fast fashion’ industry. Lately, a small but growing group of innovators are attempting tackle wastefulness and pollution in the apparel right at the source and large brands are taking note and start to invest.

Herewith an overview of the innovations that are seemingly taking apparel from ‘beyond business as usual’ to circularity in the industry:

Reduce

An increasing number of brands are eliminating problematic materials and dyes from the production process. Everlane, for instance, publicly committed to eradicating all virgin plastic from the company’s supply chain, stores, and offices by 2021.

There is a natural fiber and eco-textiles ‘revolution’ approaching. Made from organic waste, living bacteria, algae, yeast, animal cells or fungi, designers are growing biodegradable textiles (Algae Life, AlgiKnit) and shoe soles (Bloom Foam) and are creating environmentally friendly materials like genetically engineered leather (Modern Meadow), leather made from pineapple leaves (Piñatex), silk made from orange peels (Orange Fiber). It is a matter of waiting for these technological advancements to reach more scale.

Then there is the waste of rest material. In in our current fashion system, the shirts, trousers and blouses are developed in large amounts of numbers where many (average of 30%) never reach the consumer. For fashion brands this is a built-in waste and for our planet, it is a complete waste of scarce resources. In comes ‘producing to order’, made possible by vastly evolving technology coined as ‘SewBots’. Programmed knitting and sewing machines can make ‘one offs’, where the product will get developed after you have ordered it and will be designed with your exact measurements, leaving little rest material behind.

Reuse

Will owning clothes become a thing of the past? We can now lease our jeans at Mud Jeans, and hopefully more clothing items will follow. I believe it will not take long before we will find more and increasingly user-centric borrowing platforms and stores like Lena Library, Tulerie, and My Wardrobe HQ in the shopping streets and, of course, online.

Brands are investing in expanding the life of clothing items, like the repair and reuse program of Patagonia and Nudie Jeans, and are investing in the afterlife clothing and take back the products after they are used. And Eileen Fisher now buys back garments from customers at $5 each and reworks the material into new merchandise. This Renew program brings in $3 million of the company’s $450 million in annual sales.

Recycle

Lastly, the fashion industry starts to ‘waste’ into value. An increasing amount of relatively new brands are building their collections on recycled materials like Ecoalf (100% recycled materials from discarded fishing nets, plastic bottles, worn-out tires, post-industrial cotton, and used coffee grinds), Veja (introduced material called B-mesh (“bottle mesh”) that is made from recycled plastic bottles) and Girlfriend Collective (sports bras and leggings made from recycled plastic).

At the moment, many textiles are cocktails of different fibre materials blended together and separating fibre materials so that they can be recycled is a major challenge. It is therefore crucial that we start designing products and textiles for disassembly, with different components made from mono materials. Filippa K is setting focus on 100% recycled and 100% recyclable collections, with their Eternal Trench Coat. Wear2 incorporates seams that by using microwave energy make the separation of tags, labels, zips and other materials easy and inexpensive.

A game changing technology that now enables us to separate cotton from polyester has also came to the rescue. The polymer recycling technology of Wornagain can separate, decontaminate and extract polyester polymers, separate cellulose from cotton and non-reusable and turn them into new textile raw material. With such advancements we are able to do this over and over again and we no longer need our planets raw and scarce materials.

Bringing it together

Of course, closing a loop can’t be done by one stakeholder alone. Given that the idea of a circular economy is to create a loop of events, everyone in the supply chain carries responsibility for the shift to take place. 2020 is approaching and we need effective alignment in the industry to turn otherwise fragmented innovations into change at scale. I am hoping to see and hear about collaborative initiatives like Easy Essentials and the Design for Longevity platform to connect the apparel industry for circularity.

So, are you a stakeholder working in or with the apparel industry and do you know about collaborative initiatives for circularity? I would love to get in touch!


Meet positive change maker Frederique Glazener

Meet the positive change maker: Frederique Glazener joins Team Terrace

Frederique Glazener
Frederique Glazener, Strategy Trainee at The Terrace

In 'Meet the positive change maker' we introduce the faces behind The Terrace to you. This time: our Strategy Trainee Frederique Glazener, who has been working at The Terrace since September 2019.

1. What made you decide to join Team Terrace?

I am interested in the role that organisations can play in the transition towards a more sustainable society. The Terrace helps organisations to find and formulate this role and so I believe it is a very good place to kick-off my career in sustainability! The variety of clients that The Terrace supports allows for a sector and industry transcending view. This broad perspective really appeals to me as I believe organisations have to increasingly collaborate to tackle future challenges.

2. What did you do before joining the team?

This summer, I completed my masters in Global Business & Sustainability in Rotterdam. I devoted my thesis to investigating the conditions of product-as-a-service models for contributing to circularity. I conducted this research for PwC, where I was an intern in the circular economy team. Earlier in my studies, I also did an internship at Triodos Bank, where I was part of the team handling loan applications of sustainable entrepreneurs. Both internships strengthened my enthusiasm to pursue a career in sustainability!

3. What kind of sustainability challenges do you personally care about most?

The challenge of the continuity of our global food system. Agricultural production is an important driver of climate change, which in itself threatens food stability due to extreme weather conditions. A vicious cycle. At the same time, it seems like current solutions raise resistance with different stakeholders and population groups, making it very complex.

4. What kind of sustainability solutions for which type of clients would you like to work for at The Terrace?

Well, in line with the previous answer, I would be interested in projects that concern circular or regenerative agriculture. So, for example, a client that wants to source its food more sustainably and therefore wishes to take its supply chain under the loop. In addition, the fashion industry really appeals to me. Not only do I really like clothing, more importantly I am very well aware of the negative environmental footprint of the textile industry, as well as the poor labour conditions it is often associated with.

5. What would you like to learn in becoming a sustainability consultant?

To make the complex simple. I can imagine that clients that are coping with their company's sustainability challenges daily do not see the wood for the trees. The added value of a sustainability consultant can be taking a fresh look, and thinking out of the box. Therefore creativity and quick analytical thinking is necessary. And, dividing a complex challenge into concrete reachable goals so that the client knows its way also after the consultant's work is done. The core purpose of a brand, and how that can form a sustainability agenda also interests me. And... many other things!

 


Why we believe that brave brands will lead the Fashion Revolution

Yesterday the Fashion Revolution week ended. The Terrace reflects on this global movement for transparency in the fashion industry.

The fashion industry calls for a revolution

It’s Fashion Revolution Week and yes, a revolution is what the fashion industry needs. Fast fashion is the second most polluting industry in the world, next to oil. Apparel and footwear industries currently account for 8 per cent of global greenhouse gas emissions, only in 2015 the fashion industry consumed enough water to fill 32 million Olympic-size swimming pools and the dyeing and treatment of garments makes up roughly 17-20% of all industrial water pollution. Next to this environmental impact, apparel also comes at a social cost. According to the ILO, about 60 millionpeople are employed in the textile, clothing and footwear sector worldwide, and three quarters of these workers are women. In this way, the industry has served as ‘a stepping stone to development’ in many countries. Yet apparel also became widely known for its bad working conditions in factories, a lack of earning a living wage and even human rights violations. The collapsing of the Rana Plaza building in 2013, a building that hosted factories that worked for the world’s biggest fast fashion brands, was the final straw that accelerated a movement for change. The Fashion Revolution was initiated, an initiative that aims to accelerate collective action with worldwide campaigns that request/demand? more supply chain transparency of fashion brands.

Luckily, brave brands are taking the industry by storm

Well, that was quite some depressing news all at once right? Well, the good news is that many great things are happening. Entrepreneurs are stepping up worldwide, making a positive and sustainable impact the ‘purpose’ of their brand. At The Terrace we have worked with multiple ‘fashion revolutionists’ on strengthening their strategies for positive change. Whether they integrate sustainability in their business from the get-go or whether they turn their business model around, brands are getting serious about sustainability, and they are taking the market by storm. And to be frank, we believe the brands that change the status quo to be the only brands that will stay relevant. Why? Because consumers engage with the purpose of a brand more than ever and dedicating your business to the severe challenges the sector is facing, makes you matter more to your audience. Some brands that we believe are leading by example:

  • Good on You– This app rates thousands of fashion brands on sustainability
  • Mud Jeans– Innovative business model with circular jeans that you don’t need to buy
  • The Next Closet – Second hand designer products
  • Armed Angels – Challenges consumers on the true cost of fashion and incorporates sustainable textiles only
  • Veja– A brand continuously making their shoes more sustainable showcasing that sustainability does not happen over night
  • Reformation– Reaching the next generation of consumers with on trend recycled collections
  • Patagonia– Outdoor clothing brand that vows for anti-consumerism.

From individual commitments to an industry-wide movement

Brands play a huge role in turning the tide for the Fashion Industry, but alone they can only go so far. With the growing need for change in the sector, pre-competitive collaboration between companies, civil society and governments continues to grow. The Sustainable Apparel Coalition (SAC) is one of these examples, uniting retailers like Walmart and Patagonia and 200 other companies to assess their environmental and social sustainability throughout the value chain. The Fair Wear Foundation (FWF) enables member companies to assess and? improve workplace conditions. In 2017, The Fashion for Good centre opened in Amsterdam, which enables international brands, producers, retailers, suppliers, non-profit organisations, innovators and funders to work together in changing the fashion industry for the better. But also at country-level industry stakeholders are coming together to change the fashion business for the better. After the Rana Plaza collapse, the Dutch Agreement on Sustainable Garments and Textile  was initiated, a shared commitment  initiated by industry associations, trade unions, NGOs, and the National Government of the Netherlands to collaborate on many environmental and social issues in the garment sector.

Are you a company working in or with the apparel sector and want to create positive change?

There is a lot you can do. Addressing the challenges in the apparel sector and strengthening your business go hand in hand. Not sure where to begin? At The Terrace we are always happy to help brave organizations find their focus in becoming more sustainable, for instance with our Brand Purpose workshop. Get in touch with our team here if you want to know more.


Are you brave enough to take a stand?

Being brave can be terrifying: standing up for what you believe in, exposing yourself to the danger of being laughed at and criticized… That is why, when we support our clients to build a brave brand, we always start with a small but incredibly important step: creating a safe space to take a stand.

Brave starts small

A great way to encourage people to be brave is through the “Take a stand” icebreaker. We often use this exercise in our workshops or stakeholder dialogues, with the goal to support a safe conversation, where people open up to each other and feel comfortable to show what they stand for.

We get the room off their seats, clear the space and place colored dots on the floor. Green stands for “I totally agree” and red for “I totally disagree”; everything in the middle is an imaginative spectrum. The most important step is carefully preparing and selecting provocative statements. We present the statements one by one and participants physically move along the spectrum to the spot that best fits their own stand. The moderator of the session moves around the room and asks people to share why they have chosen this position. This often leads to an interesting exchange of different arguments. After a few statements the group starts feeling comfortable to take a stand. The atmosphere is set for the rest of the session.

Taking a stand is easier than it seems

What often gets in our way when we want to be brave is that annoying voice in our head: “What if I’m not right? Will they judge me? What if I fail?”

As it turns out, what goes wrong here is that we focus too much on ourselves – on our own feelings and what others might think about us. But if we picture any of our childhood heroes or role models, one thing they most probably all have in common is their focus on something bigger than themselves. They have a purpose in life: from saving the world from evil villains, to extinguishing fires and rescuing kittens.

The big secret: don’t be selfish

So, shifting your focus to the outside might help you to be more brave and courageous, not only to take a stand, but to turn this stand into decisive action that makes real positive impact.

Brave Brands on the rise

Self-focused people might survive; self-focused companies won’t. Increasingly they are in the spotlights, with nowhere to hide. Brands can no longer afford to simply focus on selling; they are expected to solve real problems for their consumers and society as a whole.

A large brand report by Nielsen (2015) – where 30,000 consumers in 60 countries around the world were interviewed, shows that 66% of consumers would spend more on a product if it came from a sustainable brand. For millennials this percentage is even higher. Moreover, according to Horizon Media’s Finger on the Pulse study, 81% of millennials expect companies to publicly commit to sustainability.

More and more brands take these expectations seriously. For example Ben & Jerry’s (Unilever), an ice cream company that takes a stand on issues as peace building, refugees, climate justice and the LGBT community. Another great example is DSM, a food and materials multinational company that strives to contribute to the Sustainable Development Goals for zero hunger and affordable and clean energy for all. And have you heard of Tony’s Chocolonely? A Dutch company that sells delicious chocolate bars as a means to fight slavery in the cocoa industry.

What do these brands all have in common? They all focus on something bigger than themselves; they show bravery; they make bold decisions that are guided by a bigger vision; they have clear purpose of making meaningful, positive impact.

Bravery pays off

In a recent interview in the FD newspaper, Unilever Europe’s president Hanneke Faber reveals that Unilever’s brands that take a stand grow 46% faster than the rest of the company. In the US, Ben & Jerry's market share is now more than 35%! “By taking a clear position you might antagonize some customers,” says Faber “but the rest become your fans, and that pays off.”

So let’s start encouraging brave

Research carried out for the Brave Brand Rankings shows that brave companies are more likely to be innovative, have great work environments with supportive managers and engaged employees and have organizational structures that promote cooperation and break down barriers.

To encourage bravery we need to create safe spaces where people dare to take a stand; no matter which stand they take. Our tip: start small and encourage bravery around you. Why don’t you try out our “Take a stand” icebreaker during your next team meeting? You can download more detailed instructions here.

After practicing in your team meeting, have your brand take a stand. What is your positive impact? What is your purpose? How can you ensure everyone in the company is aware of that purpose and prepared to fight for it?

You can find out in these cases how we have helped some of our clients to take a stand: Ecover-Method “Brand strategy for the people against dirty”; Dopper “Crystal clear positioning for crystal clear water”; and Nutricia “Define the societal relevance of a baby food company”.

Ready for your next brave step? Sign up for our Brand Purpose Training. Or just pop in our office for a cup of coffee!


It’s official: The Terrace is a B Corp! Time for celebration

What do The Terrace, Tony’s Chocolonely, Triodos Bank, Ben & Jerry's, Patagonia and Dopper have in common? We are all companies that are B Corp certified! At The Terrace we are extremely happy with this new status.

But what is a B Corp?

B Corp is an abbreviation for Benefit Corporation. The B Corp certification was set up in 2006 by the American non-profit organisation B Lab. The goal of B Corp is to redefine success in business by not only focussing on profit but also focussing on making a positive impact on the environment and society. In other words: ‘Using business as a force for good'.

Why did The Terrace become a B Corp?

The Terrace has always had the DNA of a B Corp. We were founded with the aim to help companies and organisations realize positive change. We have been doing this for eleven years already, through sustainability strategies and reports, branding, communication and stakeholder engagement. Our ambition is to inspire and activate brands and consumers to make better and more sustainable choices.

Leontine Gast (Founding partner & Managing director): ''I believe that B Corp provides an important framework for implementing positive change throughout the entire business. Moreover, it offers a network of like-minded companies with which we can take faster and larger steps towards a meaningful economy.''

B Corp doesn’t just evaluate a product or service; it assesses the overall positive impact of the company behind it. How sustainable are we really? After all, a good world starts with yourself.

That is why, in order to become a B Corp, you have to go through a strict 'impact assessment' with many questions about five key impact areas of governance, workers, community, environment and customers. We score the most points with our impact on the (local) community and workers, check our online B Impact Report for all the scores. To actually obtain the B Corp Certification, you have to score at least 80 out of 200 points. This seems easy, but it is not! Try it yourself by filling in the Impact Assessment for free.

No time to waste!

Once you are officially a B Corp it doesn’t mean you can sit back and relax. Every year, all B Corp certified companies have to prove again how much impact they make. The movement is rapidly growing which means it is currently very busy at the B Corp offices. And that’s great news! Currently there are 2655 Benefit Corporations in 60 countries around the world. In the Netherlands, there are already 66 B Corp certified organisations. Join in and be the change!


Millennials and Corporate Social Responsibility: the perfect match?

On 25 June we were guests at Friesland Campina to give a workshop for ICA (Inter Company Association), an association for young professionals from the fifty top employers in the Netherlands. The theme of the evening was the responsibility of companies for their impact on society, in other words: Corporate Social Responsibility (CSR). More than forty employees (millennials) from companies such as FrieslandCampina, a.s.r, ASML, VolkerWessels, Aegon, Randstad, Tennet, Aon, Arcadis, Eiffel, Royal HaskoningDHV and EY participated in our workshop "CSR Essentials".

CSR, the new normal for companies

Nowadays at almost every large company you can find a CSR-report on the website. Initiatives such as B-corps, The Shared Value Initiative and The Circle Economy are growing every day and help companies to deal positive with the impact they have on society and the environment. In short, CSR is indispensable for most companies.

The importance of CSR was also confirmed by the young professionals who all agreed that companies have a responsibility for their impact on the world. But on the question whether their company itself is active in the field of CSR, other answers were given. For example, 20% of the people in the room felt that their company was totally inactive in the area of CSR. As many as 52.5% of the people indicated that their company is active but not active enough. And only 27.5% people can proudly say: my company is super active!

How do millennials choose their employer?

Research from the Reputation Institute Benelux shows that 'Innovation' and 'CSR' account for more than 55% of the 'drivers' of a company's reputation. But do the young professionals of today also choose for an employer with a high CSR standard?

An European study by YoungCapital in collaboration with the University of Utrecht shows that millennials increasingly choose a fun job with a modal salary over boring work with a top salary. What stands out in the research is that CSR's policy falls outside the top three of what young people consider as the most important when choosing an employer. learning new things, the salary and clear expectations of the employer all go above the performance on CSR. Still 58% of Dutch respondents say CSR is an important subject for choosing a job

How green is the 'green generation'?

The millennials are sometimes called the 'green generation'. But is this title true? Research from Milieu Centraal shows that in practice this is very disappointing. A reason for this is the insufficient knowledge and motivation to make the right sustainable choices.

During the workshop we ask the question whether the young professionals have sufficient knowledge about CSR. More than half said they miss knowledge! Often the millennials are interested in CSR but they have a lack of sufficient knowledge to ensure that CSR comes on the agenda of their business. We believe that more knowledge can lead to a perfect match between CSR and millennials!

CSR something  for  you?

CSR  Essentials workshop is  for  (young) professionals  who  are passionate  about  making a  positive  impact (just  like  us!), and  want  to learn  more  about how  to  get started  with  CSR in  your  organization. This  is  the perfect  workshop  if you:

  • Want to  get  smart on  the  basics of  CSR
  • Area  board  member, manager  or  employee of  a  company that  is  not yet  very  active on  CSR  and you  want  to drive  the  change
  • Areworking  at  a company  that’s  already doing  a  lot with  CSR  and you  want  to get  in  on the  action!

Are you interested in a CSR training? Send an  e-mail to  hello@theterrace.nl and we’ll  get  in touch  with  you ASAP.


Co-creation session for a sustainable pension fund, BrightPensioen

Last May 24th, during the Bright Future event of PrightPensioen, we facilitated a co-creation session for Bright's members. We brainstormed on creative interpretations for the future of this sustainable pension fund. With a lot of post-its and an interactive app, the most innovative ideas came about. The results tasted like more co-creation!

Co-creation for sustainable business

The aim of the brainstorming session was to think together about the question: "How can Bright accelerate its member growth in to be able to pay out its members as quickly as possible?" The majority of the attendees were convinced that Bright could reach its ten thousand membership goal by the end of 2019. But... how?

The sky is the limit

In the first brainstorm round 'the sky is the limit' we invited the participants to think big, to dream. They had to imagine that they had all means at their disposal, from infinite money to the latest technologies. Fantastic and creative ideas came up. For example, one group suggested that all new members should be taken to a tropical island as a reward for their memberships. Another great idea was building an escape room where one can only get out when one has discovered which is the best pension fund to become a member at.

Back to earth

Inspired by these creative but not always realistic ideas, it was time to land some thoughts. Two 'sky is the limit' ideas could be chosen for the next round 'Back on Earth'. How can these ideas be realised with a 'normal' amount of resources? The projects and initiatives became more and more concrete. Members that had the idea of starting to give local workshops to attract new members. Opening a child pension account. Teaching lessons about pension funds at schools. Reward members with shares when they attract a new member.

Way forward

There are three main themes that Bright decided to further develop as a result of our session:

  • Member get member: "How can we reward our existing participants for their ambassadorship? After all, we prefer to spend our marketing budget on our existing participants."
  • "How do we attract more self-employed to get a pension? And especially: how do we influence procrastination?"
  • Bright customer portal. "We would like to make our member portal better, more beautiful and more customer-friendly."

Now the remaining question is: how would you tackle these challenges?