Business practice

Reimagining milk production to make it local and circular

Szilvia Szabó — Thu, 04 Apr 2024 08:32:21 +0000

Reimagining milk production to make it local and circular

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Lately, the Circular Economy has made it to the mainstream business world as a concept of reducing and even eliminating waste and keeping resources in use for longer to decrease the need to use virgin raw materials.

An everyday product that you might not put on your circularity list, but many of us use is milk.

We conveniently pick it up from the shelves of supermarkets and then pour it into coffee or tea, using it for cooking or just drinking it as it is.

Initially driven by the notion of bringing the original taste of fresh farm milk back to people, Catherine Kinsella started Saltrock Dairy on the coast of Gorey in North Wexford. However, she also realised there`s more to keeping milk production and distribution local.

“Irish farmers are producing great quality milk, but consumers never get the real taste due to processing it to follow regulations and managing logistics.”

Instead of following the crowds to give their milk to bigger suppliers, she and her husband decided to take another road and invest in a self-service milk vending machine that allows customers to access fresh milk locally.

Catherine Kinsella, Founder of Saltrock Dairy

Since this system is based on the idea of refilling your glass bottles, there is no need to use plastic or buy Tetra Pak packaged milk anymore.

The vending unit is moved to different locations daily, and to make it even more appealing, customers can add a splash of extra taste to their milk, choosing from different flavours on site.

“Getting rid of waste and preserving the flavour of the milk is a win-win for everyone,”

Catherine says.

Saltrock Dairy provides a refillable system for people to enjoy the taste od fresh milk, avoid plastic and support local production. Image: Saltrock Dairy

Besides the machine, she also takes Saltrock Dairy milk to the market every Saturday, where she can meet and chat with people, giving her the opportunity to connect with them and enjoy good old-fashioned conversations that have traditionally been part of trading goods.

By running a small farm with about 72 cows, grazing while overlooking the Irish Sea, Catherine feels that they are not just producing high-quality products but reinvigorating the local community spirit, which could be the backbone of bringing simple yet effective circular solutions to life.

They aim to bring a full range of dairy products to be consumed locally with minimal packaging or food miles required without becoming mass producers.

“I don`t see us scaling the business nationally but instead creating a circular model that other farmers or even other industries can replicate. I would see this as a more sustainable way of growth.”

She adds that businesses are often encouraged and supported to scale geographically; however, to stay true to the circular economy principles, they should reconsider how to measure growth or business success, focusing on local and circular trade more.

Catherine further explains:

“I want to stay local and not look for expansion. I`d love to be able to prove that you can sort things out locally and that you can get all your dairy products locally. So, we are looking at expanding the product range instead of geographic expansion.”

Now, they are working to launch a range of butter and yoghurt to offer more within the refillable system. Butter is a bit tricky as you need some sort of packaging, but finding a sustainable version is a top priority for Saltrock Dairy.

This approach requires a long-term investment, expected to reach the tipping point in five years.

Meeting regulations and managing paperwork was and still is the biggest challenge for them to bring their idea to life and keep it running. Also, there`s not much funding available, according to Catherine.

Saltrock Dairy aims to design a local circular solution that can be replicated in other areas. Image: Saltrock Dairy

However, receiving a national circular innovation award allowed her to further invest in their model and keep working towards bringing it to the level where others can adopt it.

The Wexford Local Enterprise Office has been a great supporter of their work, and through mentoring and financial incentives, they eased the process of running a small business striving to create value locally.

To expand Saltrock Dairy`s reach in the region, Catherine is looking to collaborate with local cafés and shops, supplying fresh milk or placing mobile units.

“People have been removed from the land now for generations, and in a way, drinking farm-fresh local milk is reconnecting with nature. Older people also remember the taste, and they might not call it a circular economy, but they know the benefits of keeping things local.”

Engagement is highly important to Catherine, so she even visits schools, brings fresh milk, and talks with kids about where milk actually comes from.

“I want to make an impact on food production and how people see the industry since we don`t pay the real price for agricultural products in general, considering the amount of work and resources invested.

I would like to build consciousness around food production and even cooking.”

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Harmonising nature, science, and consciousness

Bronagh Loughlin — Tue, 05 Mar 2024 14:28:54 +0000

Harmonising nature, science, and consciousness

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The beauty industry impacts the planet in a multitude of ways.

Plastic Soup researchers analysed the ingredients in more than 7,000 beauty products and discovered that just 13 per cent were free from microplastics. Additionally, experts have discovered around 70 per cent of beauty products contain some element of palm oil, contributing to staggering deforestation around our planet.

With all this in mind, it is no surprise there have been calls for the beauty industry to go green, and the number of responsible beauty brands is growing.

Niamh Hogan, Creator and CEO of Holos Skincare, explains what inspired her to set up this innovative business:

“After years working as a Holistic Therapist and using plant oils and essential oils on clients and seeing the subtle benefits of these ingredients on their well-being, I wondered how I could encourage people to use these ingredients in everyday life."

Holos Skincare is a European brand produced in the South East of Ireland.

It is made with plant ingredients containing vitamins, minerals, essential fatty acids and antioxidants, alongside scientifically proven plant actives, chosen carefully with the environment and sustainability at the fore of all they do.

Niamh Hogan, Creator and CEO of Holos Skincare

Niamh says that while they have sustainability at the heart of what they do, their main focus is always about improving the life of the consumer.

"When customers buy Holos Skincare, they get results due to the innovative ingredients we use, and they are secure in the knowledge they are making a more eco-conscious choice when it comes to skincare.”

Speaking on why it was so important for her to embed sustainability into her brand, Niamh says: “From the beginning, it was a top priority to create a brand that could provide value but not at the sacrifice of the environment.

Each decision we make has sustainability at its core, from the ingredients we use, the suppliers we work with, the materials we use for packaging and how we conduct our everyday business.

We use glass and aluminium in most of our packaging and paper-only components for shipping."

She adds that they hand-produce products, so there is minimal energy use, and they are also vegan and cruelty-free.

"However, it doesn’t end there because we are always looking for solutions to become an even more sustainable choice for our customers.”

Sustainability is at the heart of Holos Skincare besides creating high-quality product. Image: Holos Skincare

As the green beauty and clean beauty movements continue to grow and gain momentum, it is no surprise we are seeing more brands adopting these practices to try and secure a greener future for the beauty sector.

Niamh reflects on this:

“To be successful as a beauty brand, you will not survive on sustainability alone. At the end of the day, whether you have sustainability at your core or not, if the product does not live up to the needs of the customer, it won’t be successful.”

Niamh assures that when customers shop for skincare products, they will still choose brands without an eco-focus if the products are effective.

She says: “While we have sustainability at the heart of what we do, our main focus is always about improving the life of the consumer. When customers buy Holos Skincare, they get results due to the innovative ingredients we use, and they are secure in the knowledge they are making a more eco-conscious choice when it comes to skincare.”

Niamh shares that there is a huge divide in the skincare space between what is considered ‘natural’, ‘green and ‘eco’ skincare and skincare, which is known as cosmeceutical, which is scientifically proven to benefit the skin.

She says: “Consumers usually choose one over the other based on their own needs.

Some value making an ethical choice, but when it comes to skincare, more value results. It is seldom that the two sides of skincare meet.

At Holos, we bridge the gap between ‘natural, green’ skincare and ‘cosmeceutical’ skincare. With this in mind, the consumer is no longer forced to make a choice because they get both - results and ethics.”

Whilst Holos Skincare advocates sustainability and has embedded numerous purpose-driven initiatives, they are always learning and looking for ways to improve.

Just as the phrase ‘green beauty’ is on the rise, ‘clean beauty’ has also become a trend over the past few years.

Niamh says: “Clean beauty is not a term I like. I view it as another marketing buzzword rather than focusing on what amazing ingredients a product contains. Instead, it focuses on what it doesn’t contain and using the word ‘clean’ implies other brands are somehow dirty.”

Speaking on the latest sustainability trends within the beauty industry and what she hopes will stick, Niamh shares: “Packaging is something brands are starting to look at, and the industry is obsessed with packaging.

There is huge competition to look better than the next brand, but if you go all out on packaging and your product is only mediocre, the customer won’t repurchase your products.”

She adds: “Refill isn’t a safe option for skincare, but it is a good move away from plastic for other wash and hygiene products.

Ultimately, there is a lot of greenwashing within the industry, with big brands trying to hop on the trend of being more natural, green, or eco-friendly.”

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Looking at business sustainability through the upskilling lens

Bronagh Loughlin — Thu, 01 Jun 2023 10:07:11 +0000

Looking at business sustainability through the upskilling lens

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Expert opinion by Niall Collins, Chief Operating Officer Institute of Sustainability Studies

Businesses are under increasing pressure from all stakeholders to improve the sustainability performance of their operations.

Companies must integrate sustainability principles to remain competitive, meet stakeholder demands, and stay ahead of looming regulatory requirements.

You will need the right skills and knowledge to do all this.

I worked in sustainability consulting for several years, helping organisations from all different sectors and sizes begin the first stages of their sustainability transformation.

I understood quite early on that the only way to ensure the integration of sustainable business practices into any organisation was through education and upskilling of individuals.

Niall Collins Chief Operating Officer at Institute of Sustainability Studies

Furthermore, I believe every job is becoming a green job, and all employees need to understand how their role impacts an organisation’s sustainability goals.

External consultants, like I was, can only help to a certain extent. Internal teams must have the necessary skills to implement the critical steps to improve their business. I brought this expertise to the Institute of Sustainability Studies (ISS) to enable whole organisations to internalise sustainability through learning.

ISS is an ed-tech start-up that helps individuals and organisations on their sustainability journeys by developing and delivering practical, comprehensive, and action-oriented courses that can help them implement sustainability practices throughout their operations.

Removing jargon and making sustainability practical and accessible

Despite the growing interest from business leaders in this area, I have noticed that the jargon associated with sustainability often drowns the easy means of putting things into practice. In essence, they don’t know where to begin.

We have designed two learning opportunities at ISS - a Certificate and a Diploma in Business Sustainability - to remove the cloud that covers climate change, carbon management, circular economy and other topics in this field.

For instance, to tackle regulatory barriers, we provide detailed information in our Module on Sustainability Plan Implementation on key business-friendly regulations, including the EU Taxonomy, Sustainable Finance Disclosure Regulation, and the Corporate Sustainability Reporting Directive, all of which provide greater transparency concerning the analyses of sustainability risks inherent in business activities.

A dedicated module on Sustainable Finance helps businesses learn about financial assets and benefits that bring economic and environmental benefits while tackling the barrier of limited resources.

There is a lot of misinformation out there, especially when it comes to transitioning to a sustainable business.

One of the first assumptions we break in our courses is that being sustainable means shedding more money and taking a direct hit on profitability.

However, as most of our participants have found and experienced, many easy tools will help you become sustainable without compromising your profitability.

Breaking big ideas down into quick and actionable steps

Complex and complicated concepts, such as circular economy or decarbonisation, can be broken down and translated into quick and actionable steps.

That`s also the case with the circular economy, which could be a real win-win-win for businesses, society and the environment if adopted properly.

We have a dedicated module on circularity in business and sustainable products, focusing on optimising every aspect of a product’s lifespan.

In the end, they have the ability to explore advantages and analyse the risks and opportunities associated with a circular business model.

In addition, they can assess their current organisational value chain, figure out how they can design products that better suit the circular economic model, and understand the importance of communicating their company’s sustainability journey. Participants will also understand that they can begin with small steps.

Companies can do many things, from becoming more waste friendly to actively reducing waste from daily operations and across the supply chain. Building a circular business model that supports the company`s daily operations require a clear picture of where they are now and where they are headed. Therefore, a thorough analysis is where it all should start.

The next step is to implement the R-strategies - refuse, redesign, repair, recycle, and reduce and work out a feasible revenue model that can help achieve these goals.

Putting it all together

To be motivated to implement changes, you need to see the benefits of your investment and actions. It includes the essential step of considering customers’ needs, and creating a well-researched business plan that caters to these needs most effectively is vital.

It is important to note that any plan should always have room left to adapt and improvise as per client needs. Green marketing and communication are pivotal when it comes to building a sustainable business.

Unless you get the word out about your green credentials that you have worked hard on, the success of your business will be limited.

You should find a way to be transparent and authentic in your communication while avoiding the pitfalls of greenwashing and building an honest relationship with your customers and stakeholders.

Putting the pieces together is also easier when you can share your questions and doubts with others and learn from your peers.

We always try to embrace this as we clearly see the benefits of exchanging ideas and sometimes war stories.

Headline image: Unsplash

This article is an extract from content originally published in the Circular Economy in Action special edition of the Profit with Purpose Magazine - you can read the full article and other features in the magazine.

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Prosocial disruption delivered by a distillery in Dublin

Bronagh Loughlin — Tue, 21 Jun 2022 12:32:14 +0000

Prosocial disruption delivered by a distillery in Dublin

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Dublin-based company is changing industry practices by designing its spirits through the lenses of science, community and nature.

Viki Baird, Co-Founder of the Stillgarden Distillery, explains their pro-social approach to building and running their business.

She says, “We try to promote social activity but in a different way. For example, we transformed an area of wasteland which was near the distillery. It was full of all sorts of junk, and we turned it into a botanical garden and recruited several ‘Social Botanists’ throughout the first Covid lockdown. We gave people growing kits, which they took away and grew the botanicals at home.”

The Social Botanist project was launched by Stillgarden Distillery in Dublin. Image: Stillgarden Distillery

When the plants had outgrown the boxes, everyone returned and together with the organisers, they planted them in the botanical garden.

After harvesting those botanicals, they collaborated with the botanists to create what they call a ‘Social Gin’.

The distillery gave the botanists three different flavours to choose from, all made with the plants they had grown at home. In this way, local people are playing an essential part in creating this community-based drink.

The company is on a mission to bring our spirit of prosocial disruption to the world through science, community and nature.

Viki explains further: “The science component refers to the fact we have a lab here and lots of excellent equipment like an ultra-sonic ager, and stuff like that which allows us to create different and innovative products.

About the nature side of things, one of our main community projects is the Social Botanist Project, which takes place weekly, so we get new people signing up. We also do on-site garden tours where people can come along for 10 euro, and for that price, they get to look at the garden and enjoy a free drink on our terrace.”

Viki details how the Social Botanist Project works:

“We have hydroponic boxes, and we plant them up for people to take away. There are about eight different botanicals and a special light in each one which helps them grow quicker. It is vital that they grow quickly to enable people working on the same projects to keep up and meet up.

While driving through this area, you can spot some of these boxes on people’s windowsills.

For us, it means people are getting involved and also inspires us to look for other areas of wasteland where we can plant botanicals and engage more social botanists.”

“We try to reuse as much as possible and use this mindset in every aspect of our business.

This includes the packaging we get in, which we reuse where possible in our delivery system. Also, when we make our espresso martini, we take used coffee grains from local coffee shops and reuse those to create this specific drink.

Some of our other gins utilise many healthy materials, which we dry after making our gin and use in tea bags. If there is something we can’t reuse from our ingredients, we give it to local farmers for chicken feed.”

They also run a return your bottle scheme where they give people a discount if they return their bottle and their stopper, andreuse these items rather than put them into the bottle bank.

Viki shares why they have taken this unique approach:

“Because we are called Stillgarden, we always wanted to have a garden on our premises.

Viki Baird, Co-Founder of the Stillgarden Distillery

During the first Covid lockdown, people came to us, just chatting with us, saying they were bored and looking for something to do during the downtime.”

Since they have reopened, there is a great variety of outdoor and indoor experiences that they can offer to visitors, including garden tours and gin tasting.

Eventually, these projects inspired them to do their community-based projects, and the reaction to their efforts was overwhelmingly positive, getting great support from their customers and the local community.

Headline image: Geraud Pfeiffer, Pexels

This content is a piece of an article originally published in the "Make change happen" issue of Profit with Purpose Magazine.

The Summer 2022 edition of the magazine is focusing on making cities sustainable and inclusive, and is available here >>>

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Activist Irish business challenges polluting toy industry practices

Anonymous — Fri, 28 May 2021 11:29:20 +0000

Activist Irish business challenges polluting toy industry practices

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Fighting plastic pollution and the negative environmental impact of the toy industry is helping a small Irish company succeed.

Sharon Keilthy found shopping for her daughter frustrating because most toys were made of and wrapped in plastic.

After discovering that there are minimal options out there to find eco-friendly alternatives, she decided to start her own company that focuses on retailing and distributing the earth-kindest toys across Ireland & the UK.

Sharon’s vision is to build an activist business, which challenges polluting toy industry practices while educates retailers and parents about the environmental impact of toys.

Interview with Irish entrepreneur, Sharon Keilthy, founder of Jiminy Eco Toys

"Ever since having my daughter, I become more conscious of our environment, and as a parent, I was incredibly sick of the plastic-wrapped in plastic.

I went into toy stores one after the other, hoping to find something locally-made and plastic-free, and came out with a heavy heart and empty hands.

I just couldn't buy it anymore.

How can we expect people to choose a sustainable toy if they can't find one?

I decided to do my bit by making eco toys more available by retailing and wholesaling them across the UK and Ireland.

So, I created Jiminy Eco Toys in 2018, naming my business after Pinocchio’s conscience, Jiminy Cricket.

Sharon Keilthy , founder of Jiminy Eco Toys

Facing reality

When I went to my first toy trade fair in Spring 2019 - Toy Fair in London - it was a sea of ‘made-in-China plastic.

With a big smile on my face, I asked each of the 220 exhibitors what they had that was plastic-free. 200 of them thought and said, "Nothing," with a chuckle and a shrug15 had hand-made wooden toys shipped 22,000km from Sri Lanka, Thailand.

Only 5 had anything at all that was made in Europe and plastic-free.

The daily newspaper covering the toy trade show had headlines like, "Plastic fantastic", and there was no narrative at all about sustainability.

I was really shocked.

A year later, when we exhibited there, we were the only eco-specialist exhibitor.

I went around asking my question again, but most exhibitors were still not thinking about sustainability at all.

Playing with plastic

Sustainability is far from being implemented in this industry since 90% of the toys are made from plastic and about 80% of them are made in China, creating a massive carbon footprint besides emissions from production.

The toy industry is huge and won’t change overnight.

Still, we need to shine a light on practices that are not sustainable and threaten our future.

After all, you are buying toys for the next generation while jeopardising their future by doing so, which is not what people who love their kids would do intentionally.

We need more education, awareness and action to make this shift happen.

The global toy industry's top 4 producers and top 4 polluters are Hasbro, Mattel, LEGO, and MGA (who make Bratz and LOL).

LEGO is the only one with an announced vision to switch to plant-based plastic instead of petroleum-based. They're talking about 2030, and as of now, only 2% of their bricks have transitioned.

I wish their plan were faster, but at least they have one.

The others have some vague lines about offsetting, claiming that "we'll switch to biodegradable wrappers", removing some plastic from packaging, a few token recycled plastic products - but I couldn’t find their vision for their own sustainable future.

My sense is that the toy industry has been late to wake up.

Although most people still want cheap plastic, there is a growing percentage of people who want to choose more sustainable options.

Producing and delivering plastic toys creates massive carbon footprint; Image: Pexels

Running an activist business

I think an activist business is a great way to use your skills to change the world for the better.

Although it has its challenges, like every other business, as an entrepreneur, I find that managing time is one the most complicated part of keeping a business running that relies on me.

After successfully kicking off, I realised that I need to bring people on board who could help me grow my business and our impact.

Currently, I’m looking for board members who have the wisdom and will to turn the tide on plastic in the toy industry while making it work as an enterprise.

I run an activist business to offer better alternatives and encourage parents and suppliers to choose sustainably and become more conscious about the consequences of their choices.

My vision is not to build an empire but to solve a problem with a business solution.

On the other hand, the reward is when you have moments to experience the willingness to take the extra effort to change.

The other week we received a handwritten envelope and note in the post. Inside was a clipping from a newspaper of an article about our plantable experience gift cards.

The message said "4 cards please" with an address and a €20 note to cover the cost.

It was a lovely flashback to simpler times, and we very joyfully fulfilled that order."

Headline image: Pexels

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Irish entrepreneur disrupting the market with a simple circular idea

Bronagh Loughlin — Wed, 17 Feb 2021 18:42:52 +0000

Irish entrepreneur disrupting the market with a simple circular idea

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A small business seamlessly translating the circular economy model into a gap-filling solution.

The early successes of the premium second-hand baby goods marketplace, Kindora, suggest a significant market opportunity for businesses to offer cost-efficient and eco-conscious solutions.

This up-and-coming business has launched in Ireland, seamlessly translating the circular economy model into a simple, yet, gap-filling business solution.

Kindora is on a mission to help parents in Europe access the best products with a less negative impact on the environment or crippling families financially.

Co-Founder Sarah Ouellette shares some insights about their initial idea of disrupting the baby goods market:

“European parents are looking for sustainability paired with affordability.

As I looked around our home, I saw that our child – not even a year old – was already leaving a trail of lovely, barely-used things.

I searched for a marketplace where these top quality items could be bought, sold or even rented. When I didn’t find one, I decided I’d try to create one.”

Sarah Ouellette, Kindora Co-Founder, Image: Kindora

In early development, Kindora conducted a survey of 100+ first time parents and parents-to-be in Ireland.

71% said that positive impact on the environment would motivate them to buy second-hand items, and only 28% indicated cost savings as a factor.

An interesting fact that an average new pram requires 16 different materials and is equivalent to making over a thousand disposable coffee cups as 33% of pram components are made of plastic.

However, Sarah realised early on that primary drawback for consumers when it comes to second-hand items is cleanliness, safety and quality control, which is why many businesses fear adopting a resale model.

“We only deal in premium, trusted brands, and in items that are suitable for reuse.

We screen and clean every item before we send it off to its new home.

We check it, take it apart, give it a hospital-grade cleaning, and reassemble it.

As parents, we knew that’s what it would take to give us peace of mind,” says Sarah about their process of handling second-hand items.

Analysing products best resale value and lifespan help parents to buy better and buy less. Image: Kindora

Besides addressing these concerns they set out to analyse what products have the best resale value, the longest lifespan to help parents buy better and buy less, essentially to do the right thing, the easy thing.

Adopting the circular economy approach could be an exciting market opportunity for startups and SMEs, given the forecasted market growth and consumer behaviours changes.

Second-hand fashion is expected to gain huge popularity in the coming years as more and more consumers realise the importance of sustainability.

A 2020 report by ThredUp found that the second-hand market is set to hit $64 billion within the next five years, and leading this growth is the resale sector.

Beyond the environmental benefits of adopting a circular economy approach, there are many other benefits for a business.

For one thing, the increasing scarcity of non-renewable resources, ie. Fossil fuels, minerals and metals result in higher resource prices and price volatility.

By adopting a circular economy model, businesses can lower the number of materials they need while still meeting their customers’ needs.

Another way the circular economy benefits business is by ultimately giving you a green image and better positioning of your brand.

Consumers are becoming increasingly aware of the environmental impact of the products they purchase. As a result, they are aligning their purchasing decisions with their sustainability values.

Thinking circular in a business is like looking through a new lens at its operations and revenue model.

This could provide new insights and therefore, stimulate innovation while also offering an opportunity for growth by exploring new niches, which are ideal for startups and SMEs.

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Opportunities in creating a new business as usual

Sinead Connolly — Tue, 15 Dec 2020 11:58:27 +0000

Opportunities in creating a new business as usual

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How best can we use the power of innovation and collaboration to create a better economy?

The following is a summary of the ‘Creating A New Business As Usual’ panel discussion from the Responsible Innovation Summit 2020.

Experts on the panel discussed how best can we use the power of innovation and collaboration to create a better economy that works for business, people and the planet. The session was moderated by Mary Mac Sweeney, Deputy Head of Enterprise and Economic Development at Dublin City Council.

Mac Sweeney opened the discussion by asking Agnieszka Sznyk PhD, President of the Board, Institute of Innovation and Responsible Development (INNOWO) in Poland, about the advantages of a circular economy.

“Circular economy is the future, it's knocking on our doors. It’s a ‘must have’ for businesses because resources are scarce, and we have to think about how we can lead our businesses in a smarter way.

One of the biggest advantages of this concept is that it allows small and medium enterprises to be more competitive with the big corporations,” Sznyk explains.

Agnieszka Sznyk PhD, President of the Board, Institute of Innovation and Responsible Development in Poland

She used the company MUD Jeans in Holland as an example of how a smaller innovative company can lead the way by becoming sustainable using Circular Economy principles.

Back in 2013, Mud Jeans launched an initiative where customers could lease a pair of jeans for a year and then either swap or keep the jeans. Just recently, Levis have started a similar concept in partnership with Ganni.

Sznyk believes that this circular approach in business is not only good for the environment but can also be economically profitable.

One of the challenges that smaller businesses and organisations face is measuring their impact.

Dr. Diarmuid Torney, Associate Professor, School of Law and Government at Dublin City University (DCU)

Dr. Diarmuid Torney, Associate Professor, School of Law and Government at Dublin City University (DCU), shared his experiences about the university’s participation in a voluntary disclosure process.

According to Torney, last year Dublin City University (DCU) was the first university in the world to voluntarily disclose their emissions under their Carbon Disclosure Project (CDP) framework.

“It’s quite a challenging task to gather that data. The fascinating thing from the data complied was that only a quarter of DCU’s emissions come from energy,” Torney explained.

He went on to say that the remaining emissions came from construction and transport (commuting and procurement) and though it’s difficult to measure these aspects, they are a huge contributory factor.

Mac Sweeney asked Neven Marinovic, President of Euclid, The European Network for Social Enterprises and Impact-Driven Leaders, if the social enterprises that he works with focus mainly on their climate impact or their social mission?

Marinovic explained that a holistic approach is encouraged, where either of these approaches can be a force for good, by supporting and having a positive impact on all the challenges we are facing, be it environmental, energy, health or social.

He believes adopting a common sense approach to sustainability in business will appeal to leaders, who may be wary of what they think as ‘new’ ideas.

Neven Marinovic, President of Euclid, The European Network for Social Enterprises and Impact-Driven Leaders

“It would be essential for all of us to find a common denominator in how we measure impact because I think a lot of problems come from the fact that people outside of our bubble cannot actually understand what we are talking about and what is behind it,” Marinovic explains.

Overcoming barriers to new ways of thinking is work that Josephine Nzerem is familiar with.

As Regional Director of Ashoka Anglophone West Africa and Director at Venture and Talent, Ashoka Africa, Nzerem is used to challenging dated cultural beliefs to promote equality and innovative thinking.

She believes that people represent the barriers, and you must look at why they see change as a problem. Once you understand that, then you can design a system that works for everyone.

When you solve problems on a material level without dealing with the root problem, it will come back again, but once you identify the root cause, only then you can design a solution to tackle it.

Josephine Nzerem, Regional Director of Ashoka Anglophone West Africa

“Another thing you have to do is to make your message as simple as possible. Because when people understand it, they will run with it.

If it’s ambiguous and you are talking over their heads, they won’t be able to join you,” Nzerem explains.

Co-creation and collaboration are also key, she believes, in spreading and ‘championing’ your message.

Sznyk believes that persistence and bravery is required in leadership to change the ‘business as usual’ attitude.

“If we see the target, if we see the goal, if we want to make a change, we have to be persistent, because it’s not an easy way to go and we will have a lot of barriers, a lot of obstacles. But if we don’t give up too easily, we will reach it finally.”

According to Marinovic, the traditional style of leadership needs to be replaced by a new mindset.

“We need systems where we can all co-create, strive and move forward. A part of that is education, a part is methodologies, and another part is promotion and advocacy,” he explains.

“I think we are all on a learning journey.

We constantly realise the challenges we face and no one organisation or sector is going to be able to manage this transition alone, so I think collaborative leadership is crucial.

There is an important role for government in this.

Bottom-up initiatives from citizens, communities, or business aren’t, in my view, going to be sufficient.

We need the government to set the rules of the game.

And we need the government to provide direction, to specify that strategic intent,” adds Torney.

Governments can play a vital role in supporting the new business model in terms of policy and legislation, Torney believes.

“Strategic direction. This is what governments, in respect of climate change, have been trying to do, in recent years by providing targets and frameworks for 2050 or sooner.

But also in the medium term, which is the way of government in communicating to society and business that we are going to get serious about responding to climate change.

It needs to be a combination of incentives and also regulation, and I don’t think voluntary frameworks are always sufficient, there is a role for the strong arm of the state to set the rules for reporting and operation.

Public procurement is one (area) where the government can directly drive the market by setting high standards for that product that itself consumes,” explains Torney.

The new business model should be small, flexible and local with a change that is triggered, according to Sznyk.

“We don’t have to think big and global, I think it’s not working anymore, I think we should focus more on what is around us, in the local societies, and this is where we should build our business,” she adds.

Mary Mac Sweeney, Deputy Head of Enterprise and Economic Development at Dublin City Council

As the session drew to a close, Mac Sweeney spoke with Nzerem about the challenge of bringing a co-creation and collaboration mindset to commercial enterprises, where profit often dictates decisions.

Nzerem believes that local entrepreneurs must have the freedom to show their business partners what local means to them and how it will work because they understand the local context.

“It’s good to fail because when you fail, you see the way you are not supposed to do it.

And when you launch your enterprise, fail fast and start all over again. Look at the systems around you that you have built, and ask ‘what do I need to leverage to make this work better?

It’s time to create a mindset that will recognise and support local ideas and also encourage innovating on a small scale and building up."

Closing remarks from Nzerem on how to inspire change and budding aspiring entrepreneurs to deliver these changes on the ground.

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December 2020

Greenwashing or force for good? Redifining the role of marketing

Bronagh Loughlin — Thu, 05 Nov 2020 11:40:22 +0000

Greenwashing or force for good? Redifining the role of marketing

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Communication strategies can drive positive change and business growth at the same time

This article provides a summary of the ‘Marketing as a force for good without greenwashing’ panel discussion from the annual Responsible Innovation Summit, held on 20-21 October, 2020. The session focused on ways to make the most out of your communication strategy to drive positive change and business growth and how to create a mix of values, transparency and sales.

How Has the Pandemic Influenced Marketing Trends?

The speakers were in agreement that the pandemic has influenced a number of marketing trends, and that will have a long-term impact on the industry.

Rosemary Walsh, Marketing Manager for Frank and Honest Gourmet Coffee Company, says, “One observation is, I don’t think we’ve ever been bombarded by as much information as we are now and I think it’s more focused when you’re at home and online.

Two things that I would highlight as a growing trend in marketing are authenticity and sustainability.

I think these factors will be so important for everyone working in marketing.” Brand Manager for Innocent Drinks Ireland, Laura O’Connell joins in, saying that, “Authenticity and the ability to cope with this situation goes beyond the usual thinking of creating good products; it’s about creating a good company which is walking the talk as well.

This year has been scary and confusing. People are looking for meaning, honesty and in a way having a human connection, even when it comes to brands.”

Eamonn Donlyn, CEO of Darwin and Goliath, says, “I’d say the general feeling is that we’ve all looked inward. This entire situation has been global, so everybody has had to deal with the same types of emotions in some form or fashion, even though everyone’s experience is different.”

Laura Costello, Senior Strategist, THINKHOUSE marketing agency

“The pandemic is a looking glass into our humanity, it jolts us back to how we re-centre, what’s important to us and what’s important to a business but it has also given us a lot of hope and movement, and now we’ve seen how our system is not immovable and how change is not beyond us in any shape or form”. says Laura Costello, Senior Strategist at Purpose and Planet and THINKHOUSE marketing agency.

How Can We Use Marketing as a Force for Good?

Marketing can be used to achieve business goals only but also can be a powerful force to tackle social and environmental problems.

Laura O’Connell explains that Innocent is what is known as a BCorp and how this way of doing business could be the new ‘business as usual’.

Certified B Corporations are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy.

“In our board room at Innocent, we have two chairs, a green one and a blue one.

One represents the environment, one represents the community.

So, in every meeting, whether it's what are we going to order in for the office this week or if it’s a big marketing campaign, we consider those two people at the table.”

Laura says, adding that this consideration goes all the way from governance to hiring, practices and sustainability in their supply chains.

Laura O’Connell - Brand Manager, Innocent Drinks Ireland

“One of the benefits and attractions of greenwashing is it’s almost a necessary evil in some regards because it gets the message out there and now, we see metrics that this is working so if the authenticity piece is then married up with greenwashing, greenwashing goes away.” Eamonn Dowlyn shares his opinion.

He feels it’s becoming a thing where consumers are not just buying the product itself but wanting to know who's behind the product, where it was produced, maybe not enough to the mass population yet but the trend is here. The actual risk to the business is doing nothing in this space.

Rosemary Walsh - Marketing Manager, Frank and Honest Gourmet Coffee Company

Rosemary stresses that the role of marketing is to influence and drive awareness, and she believes that marketeers can be a force for good and that it is a really important responsibility to take on.

She acknowledges that it is tempting to go down the road of encouraging unnecessary consumption but actually having a platform to educate and influence positively is an incredible opportunity for businesses.

Laura Costello says, “What we’ve seen with COVID-19 is trends accelerating. We’ve seen purpose become more important and actually the business of sustainability expanding out.

It’s not just about the environment anymore, it’s about social justice, and the intersectionality of a lot of different issues”.

She feels marketing is a brilliant tool for change because all of the marketeer processes are wrapped up in how we create change,

so it’s actually an inspiring time in terms of looking at marketing as a tool for turning the tide.

Avoiding the Perception of Greenwashing

Eamonn feels there’s a risk right now for every marketer to do brand strategy around sustainability unless it’s clear that’s what your brand values are 100%.

He thinks for the companies that are nervous about that risk, and that they should stop trying to figure out the big brand strategy around sustainability.

Narrowing the focus on specific products as opposed to big brand ideas could be more a more effective step forward.

Rosemary Walsh says, “We’re all learning and it kind of goes with our name, but for me, my advice would be, to be honest. Most of us are on a journey.”

"The first thing that comes to my mind is focusing on one offer, one product, one plan, one thing that you have in mind. It might just be as honest as saying we’re not where we want to be right now, but this is what we plan.

We do this in Innocent, and we talk about our journey to sustainability, our strategy for the next few years. It doesn’t need to be this big massive, scary strategy.” Laura O’Connell adds.

“We wanted to be honest about our commitments to sustainability; how we source our coffee from Rainforest Alliance Certified Farms that benefit forests, communities and wildlife.

Initially, we discussed sending a film crew to South America to create an ad campaign that highlighted these efforts, but that wouldn’t be a very sustainable way to talk about sustainability.

Instead, we took the decision to fake the footage, shooting in garden centres and paddling pools instead of flying to South America, highlighting its sustainability message with a sustainably shot ad campaign. The feedback has been fantastic.

It communicates a serious message delivered with our trademark Frank and Honest humour.”

Communications Strategy

“I think there’s such value in creating a road map, you have your destination, and then the only thing I would add to that is to find your allies, build your crew and don’t feel like you have to do it alone.

I have learned so much through partnering with activist groups and with different clients, learning from one another. How different people approached it and coming from the agency side, it’s beneficial I think for our clients to have someone whose got their ear to the ground.” says Costello regarding her experiences working at a marketing agency.

In Laura O’Connell’s opinion,

we need to focus on what you want out of a campaign and let’s face it, marketing people want to get sales out of campaigns. Still, they also wish to create connections and loyal customers but also to communicate a bit of their brand.”

Rosemary Walsh says, “I think the number one biggest challenge in communicating our sustainability agenda and our brand strategy is around doing so in a way that will actually cut through with meaning to our consumers.”

Eamonn Donlyn - CEO, Darwin and Goliath, Researcher at ADAPT Research Centre

Eamonn thinks that there was always this massive gap between what we’re selling and who is selling it.

He explains that in the end, you have to sell what you put on the market.

People might mix in values and sustainability to some degree, but they want quality and price first. One way to bridge the gap is to engage at a different level than sales and use other elements, like storytelling which can be extremely effective in marketing.

So, how do you get these elements in your offer?

Laura Costello adds that creativity is such a powerful thing that could be added to the sustainability story and even marketing climate change in creative ways.

One thing that comes to mind whenever you are planning a communications campaign is thinking, how does this work in the short-term but also how does this fit in with long-term strategies? How do we measure it as well?

What does success will look like in terms of numbers and metrics?”

Rosemary Walsh says, “I don’t really have a recipe as such, but for me, it’s more about sticking to your brand values and being very clear on what they are and what the brand stands for and indeed, what it doesn’t stand for.”

“Firstly, don’t look at your offering, your business or your brand and think okay, now how do I somehow inject some sustainability in and greenwashing and all those lovely buzz words into my campaign, into my product.

Go back to the DNA of who your business is and who your brand is and then make your consumers care about what you care about, and that’s where the marketing comes in.”

Laura O’Connell shares her opinion.

Driving Changes in Communications

Eamonn spoke about how he is working with e-commerce currently and talking to people about sustainability. His advice is not to be afraid to get your hands dirty. Learn about how the products are made and the story of the whole creation. These stories will help people to understand.

Laura Costello was impatient for change to happen and decided to do a course, called Reclaiming Agency. It was about how marketers can rise and how people can change the world. This course changed her view, not just about her work but on how she was living her life.

“My recipe would literally be people. You need to build up empathy in people. I think that means learning and building that awareness that this is not just something for the marketing manager to live every day, it’s for everyone.”

Costello says about integrating values into branding.

Marketing professionals are all experimenting and getting used to the idea of stepping into the territory of sustainability since we have no other option in order to keep creating value for the economy and society and to stay in business.

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November 2020

Fixing nature could be the best strategy for business

Bronagh Loughlin — Sat, 03 Oct 2020 15:23:58 +0000

Fixing nature could be the best strategy for business

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Why business leaders should be first in line to reverse biodiversity loss

Nature underpins our wellbeing and prosperity by providing economic value and security, also increasing our resilience to climate change.

The COVID-19 pandemic has brought numerous challenges for people and business, and it is becoming more prominent that we need to rethink our relationship with the natural environment. Despite witnessing progress in many areas, the natural world is suffering and rapidly getting worse.

The Global Biodiversity Outlook 5 (GBO-5), published by the United Nations (UN) Convention on Biological Diversity (CBD) provides an authoritative overview of the current state of nature.

It is a final report card on progress against the 20 global biodiversity targets agreed in 2010 with a 2020 deadline and offers lessons learned and best practices for getting on track.

Elizabeth Maruma Mrema, CBD Executive Secretary, says, “This flagship report underlines that humanity stands at a crossroads with regard to the legacy we wish to leave to future generations”.

Depending on Nature

Businesses rely on nature for resources such as fibre, food, minerals and building materials: ecosystem services such as pollination of crops, water filtration, waste decomposition, climate sequestration and climate regulation; and healthy and prosperous societies that give them customers and workforces.

There are potential risks for businesses if they continue to allow the loss of biodiversity and natural habitats: increasing cost, operational risks, liability risks, supply chain continuity, predictability and resilience as well as regulatory, reputational, market and financial risks are just a few of the immediate impact that leaders need to consider.

Those who recognise the importance of nature and act to protect it could greatly benefit from that: long-term viability of business models, cost savings, increases in operational efficiency, increased market potential, access to new markets, innovation, stable supply chains and better relationships with stakeholders and customers.

The UN warns that eight transformative changes are necessary to ensure both human wellbeing and protect natural habitats globally:

land and forests transition, sustainable agriculture transition, sustainable food systems transition, the sustainable fisheries and oceans transition, the cities and infrastructure transition, the sustainable freshwater transition, the sustainable climate action transition and the biodiversity-inclusive One Health transition.

At the 75th session of the United Nations General Assembly record number of countries - nearly 150 countries and 72 Heads of State and Government - addressed the first-ever Summit held on biodiversity to build political momentum towards the next meeting of the conference of parties for the Convention on Biodiversity (COP15) in Kunming, China next year.

In his opening remarks, Secretary-General Antonio Guterres outlined three priorities for conserving and sustainably managing biodiversity:

nature-based solutions must be embedded in COVID-19 recovery and wider development plans,
economic systems and financial markets must account for and invest in nature, and
secure the most ambitious policies and targets that protect biodiversity and leave no one behind.

Changes in these areas will have a direct impact on financial markets and funding policies not just in Europe but all over the world.

Industry players should start shaping their development and innovation strategy accordingly to future-proof their business.

Closing the gap

According to the Closing the Nature Funding Gap report, published by The Nature Conservancy nonprofit organisation, it is estimated that in 2019, the world spent between US $124 and $143 billion per year on activities that benefit nature worldwide. While this figure reveals a near-tripling in funding since 2012, it is still not nearly enough.

Financing Nature: Closing the Global Biodiversity Financing Gap, The Nature Conservancy

In order to reverse the decline of biodiversity by 2030, we would need to spend between US $722 and $967 billion per year.

This puts the nature funding gap as high as US $824 billion per year. However, as large as the funding gap may be, there is some hopeful news.

We can close the gap for less than one per cent of annual gross global product. For example, this could be implemented by closing the nature funding gap with what the world spends on cigarettes or soft drinks in a year.

It’s possible that the gap could be closed with no new funding.

Much of what we need is the better deployment of existing funds and smarter policy and investment choices. In other words, shifting the flow of capital away from harmful behaviours and toward outcomes that benefit the environment.

We will not halt biodiversity loss, no matter how significant our actions are in other areas unless we make substantial changes to the sectors that are truly driving the degradation of nature.

The business potential

The World Economic Forum reveals that roughly half gross world product is highly or at least moderately dependent on nature.

Having a healthy, prosperous society depends on nature systems and how well we protect them. In order to achieve this in the long-term, we need a transformational shift in how we value nature in our economies.

The Business for Nature is a global coalition that brings together influential organisations and forward-thinking businesses.

Through this collaboration, they demonstrate business action and amplify an influential business voice calling for Governments to take action.

The coalition calls for a global framework that will reverse nature loss through policies that protect and restore nature and incentivise its sustainable use.

Members represent a diverse and powerful group of networks and organisations that are working with businesses to reverse the loss of nature.

They exhibit business ambition and action to protect and enhance nature by aggregating, amplifying and helping scale existing business commitment platforms.

The world is tackling both the health and financial impacts of the COVID-19 pandemic, and because of that, it is easy to not care about the state nature is in. However, the cost of doing nothing, in both planetary health and economic terms, is much greater.

Businesses can take action through specific projects, across their business, their supply chains, form sectorial collaboration and align, integrate and enforce policies for nature, people and climate.

These steps could lead to building a better economy and preserving the delicate balance of the natural world.

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October 2020

Circular Economy training program for SMEs in Ireland to inspire green recovery

Anonymous — Wed, 19 Aug 2020 14:11:04 +0000

Circular Economy training program for SMEs in Ireland to inspire green recovery

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Irish businesses can upskill to become more resilient and sustainable by adopting circular economy principles

The innovative circular economy training programme, called MODOS, will be available nationwide for micro, small and medium-sized enterprises in Ireland from September 2020 to help businesses to become more resilient by integrating sustainability elements into their post-COVID recovery.

Moving to a circular economy, where materials are continuously reused and recycled, is essential if Ireland is to meet its greenhouse gas (GHG) emission reduction targets under the national Climate Action Plan.

Research by the Ellen McArthur Foundation revealed that around 45% of GHG emission reductions would come from applying a circular approach in production and supply chains.

“With SMEs making up to 99% of Ireland’s economy, it is vital that these businesses embrace the circular thinking. The MODOS training gives SMEs the practical advice and support they need to do this,” says Dr. Joanne Rourke, Regional Resource Efficiency Officer at the Waste Management Plan Lead Authority.

The MODOS training is a joint initiative of Dublin City Council and the Waste Management Plan Lead Authority. The course aims to empower SMEs to apply circular economy principles in their business, helping them reduce waste and carbon emissions while creating opportunities to save money, increase resilience and boost competitive advantage.

The circular economy is a sustainable economic model that replaces the current linear ‘take-make-waste’ model and creates ‘closed-loops’ supply and production chains where materials are kept in use for as long as possible.

This strategy allows organisations to operate cost-effectively while reducing their environmental impacts.

New business models based around leasing, remanufacturing, recycling and upcycling are already emerging on various markets.

In Europe alone, creating a circular economy could save 450 million tonnes of carbon by 2030, create 580,000 jobs and save €600 billion for EU businesses according to the European Commission.

EU Green Deal, European Commission

With the European Union introducing new policy and regulations for transitioning to a low-carbon economy as part of the EU Green Deal, and the Irish government bringing in new Green Procurement standards, Irish businesses must understand and apply circular economy principles.

Doing so will help to future proof their business and enable them to become part of a new economy.

The MODOS circular economy training will be delivered online by experts in September-October 2020, and participants will be charged a nominal fee to make this course as accessible as possible to everyone interested in joining. It is suitable for businesses from all industries.

Still, the following sectors are likely to find it particularly relevant: construction and the built environment, food, retail, manufacturing, textiles and fashion, electronics, plastics and packaging.

To give potential participants a sense of what is involved in the training and what the benefits are, free one-hour taster session will be available on Friday 28th August 2020.

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August 2020