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Brands of the future are Sustainable

The RSB was an affiliate partner at the recent Sustainable Brands “Reimagining the Good Life” event in Copenhagen. Marcelle Peuckert, the RSB’s business development director attended this gathering of global brand leaders.

The programme was exciting and intense offering presentations on a vast array of topics relating to what sustainability means for developing brands and how they are implementing the best practise principles to future proof their business from a shared value perspective.

Driving a lot of this change in business behaviour is the evolving consumer mindsets that require brands to redefine their position in society and adapt their business models to be more inclusive to ensure the protection of the fragile environmental and social resources that are at the heart of supply chains.

These pioneering companies are driving sustainable change in terms of economic, social and environmental innovation. Blockchain technology  is offering a fail-safe way of securing auditing and supply chain accountability.  Global companies are reimagining their goals considering the whole value chain which is resulting in tangible new benefits for customers.  Net Positive principles and programmes are being used across all industry sectors to create positive impact faster and ultimately boost company bottom lines. Brands are finding their partnerships with NGOS, like RSB which are enabling them to reach the UN’s global Sustainable Development Goals, amongst others.

The brands of the future are working today to ensure their business is adaptable to changing consumer demands and showcasing the value of collaboration. The RSB is such a brand and is the world’s most trusted peer reviewed sustainable biomaterials organisation that offers advisory, membership and certification services for the sector on a global scale.

The RSB’s robust principles and standards are the most comprehensive indicators of why a biomaterial is sustainable and offers sector pioneers a one stop solution for verifying products that will be used, and chosen, in a new world that is founded on social, economic and environmental considerations born out of innovative, business collaboration.

Richard Delahay – Managing Director of Sustainable Consult had many good things to say about the need for ‘good’ chemistry which is a great instigator for a global sustainable bioeconomy: “Sustainable feedstocks play a vital role in ‘greening’ any chemical process. Global suppliers such as Reverdia (producing bio-succinic acid) offer credible alternatives to petrochemicals which can reduce the environmental impact of consumer products. As part of its sustainability commitment, the German outdoor brand VAUDE has used thermoplastic polyurethane (TPU) based on Reverdia’s bio-succinic acid for toe caps and heel counters in its shoes.

However, just like sustainability, bio-based should not become another label or trend targeting only one specific market. Good chemistry needs to be more holistic and integrated throughout the production process. A new tool launched this year by EY, in partnership with AkzoNobel and Advanced Biochemical (Thailand), will be the first ever e-certification to track bio-based content along the value chain, making it easier for manufacturers to choose plant-based materials and move towards a more circular production model.”

Most of the brands which responded said they already used biomaterials in their products. Also, surprisingly, over a third stated that they did not yet have a ‘Green Preferred Supplier List’ based on sustainability criteria.

Read the wrap up of the event here


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