Trailblazer

Celebrating five years of getting sustainable stories hit the headlines

Szilvia Szabó — Wed, 26 Jun 2024 09:59:22 +0000

Celebrating five years of getting sustainable stories hit the headlines

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Sustainability

Business Sustainability

Climate Communication

communication

Topic

Communication

Sustainability is carving out more space in the media year after year, still it is an uphill battle to fight for attention, especially when you have limited sources.

Fiona Donnellan, a real pioneer in this field, founded Sustainable PR public relations agency in 2019 to defy the odds and open up media opportunities for Irish eco-conscious and sustainable businesses to amplify their reach and catalyse positive change.

Now celebrating five years of actively shaping the media landscape, she shares what propels her forward:

"My focus on working with sustainable brands is a commitment to making a positive impact, resonating with consumers who increasingly value ethical and eco-friendly practices and products."

Fiona adds that sustainability and sustainable living have been part of her everyday life, and merging her passion with her profession seemed like a natural fit when she decided to leave a great job to pursue her dreams in 2019.

Fiona Donnellan, Founder of Sustainable PR

"I work with smart, eco-conscious, and sustainable brands that care about the planet, providing simple and effective PR strategies and storytelling to enhance their reputation," says Fiona.

With over 12 years of experience in PR, journalism, and communications, she is dedicated to getting purpose-driven brands the attention they deserve while promoting sustainability and ethical practices in business.

Her current and previous clients include Volvo, Etsy, Street Feast, De’Longhi, KIND Snacks, Thanks Plants, Sligo’s The Canopy, Cairde Sligo Arts Festival and Shells Cafe.

While embracing PR can seem like an inaccessible opportunity for many smaller businesses, Fiona firmly believes there is a lot of untapped potential here, regardless of the size of a company or organisation.

“I think some businesses and business owners know they need marketing and PR, but they're not quite sure how it all works, so then it can seem out of their reach or expensive, but actually, I can custom campaigns for any sized business.

I’m also so proud of how much cut-through my clients have had in the press; they’re competing with all the top brands, but they’re independently owned, sustainable Irish brands for the most part. How cool.”

When she started Sustainable PR five years ago, she recalls that talking about sustainability was more low-key and a niche area.

However, since then, it has become part of many business strategies and is getting more attention than ever.

Sustainable PR is public relations agency based in Sligo, amplifying the voice of eco-conscious and sustainable brands.

“It’s also something customers look for now when they’re buying. One recent survey I saw said 65% of customers want to buy purpose-driven brands, which is a huge shift, and that’s down to how we communicate about it,” Fiona explains.

Communication is crucial in shifting conversations about sustainability, but it is easier to be said than done to get it right.

“I have to be careful not to use too much jargon when I’m pitching stories just because I live and breathe sustainability. I have to be mindful that not everyone does, so it’s about explaining it clearly and concisely.

To break through the noise, you have to put it in simple terms, I think. Too convoluted, and your message will be lost.”

One project she has been recently working on is helping The Good Neighbour refill store communicate that they are changing locations so existing and new customers know about the move.

“I worked with the owner Jess Dollinger on a press release with all the information and sent the press release along with gorgeous images to journalists across the country.

The Good Neighbour was then featured on LovinDublin, in Irish Country Magazine, and on FM104, and Jess spoke to Dublin City FM and South Dublin FM.”

This two-month campaign was a great success, as Fiona managed to get the exposure they were after.

Jess Dollinger, owner of The Good Neighbour refill store is one of Sustainable PR`s clients.

She adds that there is no magic formula to make things work, but every press release or story can be reshaped if it`s not working, for example, by drawing on the personal story of a business rather than the product itself.

She adds that other clients might be looking for a more long-term PR campaign in the build-up to Christmas from September to December.

“Every year, I work with Emmet Bosonnet from Kopper Kreation, a homewares brand that uses reclaimed and recycled materials, to get news about his beautiful products out there.”

Building on all the learning curves and successes, Fiona is optimistic about the future and looks forward to continuing to champion sustainable brands.

“When I started out, I made a wish list of clients I’d love to work with, and I’m so proud that I got to check all these brands off my list. Time to make a new list.”

She feels the media landscape will change significantly again in the next five years, shifting from print and radio to TikTok and podcasts.

Therefore, evolving her business is inevitable to ensure she can keep up with the new trends and benefit her clients.

"There is a growing global consciousness about environmental and social responsibility, and my agency complements this," Fiona adds.

"I want to see people making smarter, mindful purchases rather than overconsuming."

Fiona’s dedication goes beyond her professional life as she takes up the role of Climate Ambassador with An Taisce, advocating for environmental education and action.

Besides, as a proud member of the 1% for the Planet movement, she is dedicating 1% of the annual profit generated by Sustainable PR to support nature conversation efforts in Ireland.

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Irish slow fashion brand calls for `A Gentle Life ' with new collection

Szilvia Szabó — Thu, 13 Jun 2024 12:47:55 +0000

Irish slow fashion brand calls for `A Gentle Life ' with new collection

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Slow Fashion

Sustainable fashion

Topic

Slow Fashion

When was the last time you stood in front of your wardrobe, getting ready for a date, family event, or a girl's night out, feeling you didn`t have a single piece to wear despite probably having more clothes piled up than you will ever need?

Fast fashion and an even faster-paced life condition us to keep up with the ever-changing trends almost religiously, chasing the illusion that more is merrier regardless of quality, values, or authentic style.

Trailblazer designers Triona Lillis and Aoibheann MacNamara, founders of the slow fashion brand The Tweed Project, are inviting wearers to indulge in pieces that seamlessly blend traditional and contemporary Irish design with individuality while channelling the essence of a simpler time as they mark their 10th anniversary.

Their unique approach to using overlooked fabrics, such as Donegal Tweed or Irish Linen, in creating handmade one-off pieces has been the foundation of their decade-long commitment to simplicity and the artistry of natural fabrics.

Reflecting on their inspiration for creating this line, Aoibheann shares her personal connection: “It’s to do with both being older and needing things more gentle and softer than before.

Softer emotions and ways of being in the world and softness in what we wear and how that affects us.”

Triona adds: “We have both reached a similar point in life where we’d like to slow down a little or have more periods of rest as life and work can be so busy”.

The Tweed Project Founders, Triona Lillis and Aoibheann MacNamara. Image: The Tweed Project

The new collection is not only a testament to a long-term commitment to simplicity and the artistry of natural fabrics but also resonates with the ethos of gentleness and mindful consumption.

“We’re definitely seeing the consumer asking for better quality, fairer wages for workers, more transparency in manufacturing, but there is still a lot of greenwashing going on in the fashion business.

A ‘conscious’ labelled t-shirt that’s sold at €5 has to be viewed as suspicious,”

says Triona.

The Tweed Project`s work of designing timeless outfits with longevity in mind is feeding into the growing “capsule wardrobe” trend, calling shoppers to opt for a smaller number of lasting items that can be easily mixed and matched together to meet styling needs and dreams.

“We’ve been harping on about this for ten years… But when major fashion brands are using dead stock and recycling fabrics, you know it’s more than a trend,” says Triona.

This approach appeals to many conscious consumers since we tend to wear only 10% of our clothes on a day-to-day basis, and on average, clothes are only worn seven times before being discarded.

`A Gentle Life` collection designed by The Tweed Project reflects on values and sustainability. Image: The Tweed Project

Keeping the production local and small-scale in Galway allows Aoibheann and Triona to look after details and blend carefully selected materials with authentic modern tailoring brought to life by talented Irish suppliers.

“You feel floaty and girly and elegant all at the same time,” says Aoibheann about the cream tweed skirt presented in “A Gentle Life” collection, adding that for her, it is the “most beautiful feeling item” she ever put on from The Tweed Projects.

The linen or tweed round-collar jacket is the ultimate choice for Triona: “It`s very comfortable, stylish, and will keep me warm. Besides, it goes well with jeans or a dress, making it an extremely versatile and timeless piece.”

Considering that we throw away about 60 per cent of still good quality clothing within the first year, adding to the 92 million tons of textile waste produced every year globally, it is time to set a new fashion trend that is built on quality, values and longevity.

Creating high-end handcrafted items relies on suppliers just as much as on design.

Triona highlights that they have always appreciated their relationship with Irish partners:

“They have been at the top of their game, producing traditional Irish fabrics for generations. Since day one, we have worked with Molloy & Sons, the talented father and son weavers in County Donegal. The quality of their work is of the highest calibre and internationally revered, and our customers never fail to be in awe of their craftsmanship.”

Although the raw materials are not from Ireland, all the spinning, dying, and, most importantly, weaving takes place in these small Irish factories, supporting them to stay in business.

Aoibheann and Triona are keen to thoughtfully use all indigenous materials such as tweed, linen, and Aran knits.

“We have zero waste. We reuse every single thread of fabric being produced and are very proud of that as it also really enhances the design process,”

says Aoibheann.

Indigenous materials are used with a zero waste approach by The Tweed Project. Image: The Tweed Project

Looking back on their journey, both founders feel that their principles remain untouched, still harnessing their love for what they do while continuing to create value for their customers.

The Tweed Project is intertwined with the founders' personal lives as they pursue other ventures and cross-pollinate this one with their experiences and life paths.

As Fiona describes it, for her, “it is very fulfilling personally as it feeds a desire to create something purely aesthetic.”

Aoibheann adds: “It was very important to me artistically for many years and almost opened my ability to be creative, so I really value that.”

The Tweed Project is paving the way towards a more sustainable and kinder future on its own accord, as Aoibheann shares that instead of setting fixed goals, they tend to take a more adaptive approach.

“I never really aspire to stuff; I just let it happen, so Triona and I are often pleasantly surprised by the next turn in the road... as opposed to making the thing happen.”

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June 2024

Placing biodiversity at the heart of urban development in Dublin

Szilvia Szabó — Tue, 04 Jun 2024 17:57:54 +0000

Placing biodiversity at the heart of urban development in Dublin

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Topic

The latest `Urban Adaptation in Europe` report published by the European Environment Agency warns that the average temperatures across Europe are rising faster than the global average, and cities are feeling the impacts of climate change more regularly and more severely.

The report stresses that the need for adaptation coupled with raising public awareness has never been more urgent and identifies nature as a formidable ally on both fronts.

Dublin is no exception to most European capitals that must fight the climate crisis on multiple levels.

Dublin City Council (DCC) has been developing a project in the past year that aims to embrace a holistic approach to creating more liveable public spaces, protecting cultural heritage, and enhancing urban green areas.

"We are working on bringing a Biodiversity Education Centre to life at the Liffey Vale on a two hectares site that involves reconstructing a Georgian townhouse and connected lands situated on the banks of the Liffey River close to Chapelizod Road,” shares Donncha Ó Dúlaing, Senior Executive Officer at DCC.

Uncared for over twenty years, the damaged house and overgrown land are not exactly attractive in their current state, but with a well-planned design, the site will be turned into a multi-purpose space to revive wildlife and provide a place for locals and visitors to experience nature.

Donncha Ó Dúlaing, Senior Executive Officer at Dublin City Council.

“It is a very special location where you would find a range of habitats from forestry to wetlands and the remains of an old orchard, so we have a great potential to restore it into a rich biodiverse green space nestled in an urban environment. It even inspired to add Cois Abhann when naming the Biodiversity Centre, which means close to the river."

The decision to transform this land into a Biodiversity Centre is based on thorough preparation that included surveys, considerations of proposals, and discussions with local communities and wider stakeholders, says Donncha.

The original site to be transformed into Cois Abhann Biodiversity Education Centre at Liffey Vale in Dublin. Image: Dublin City Council

To lead by example, the site's reconstruction and development will also promote sustainable practices by using reclaimed building materials and implementing water management systems and renewable energy sources.

The building will retain traces of historic features so the house will be positioned to tell stories as well as provide the setting for stories to be told with additional spaces for interactive sessions and classrooms, a small cafe and public restrooms.

Educational activities will focus on bringing nature closer to visitors besides making sustainability and climate action more tangible as they can be more abstract and hard to grasp.

The outdoor areas will be designed to facilitate experiential learning through rewilding the area and rehabilitating some of the original orchards while enhancing the overall level of biodiversity with species that are typically found on sites like this.

Donncha shares what makes this a unique opportunity to enhance the quality of life in the city besides enriching biodiversity:

“Here, you will have that sense of being in the city but you can find yourself in a completely different world, surrounded by nature, tuning in to the trickling sound of water with birdsong, getting some countryside vibes.”

Plans for the Cois Abhann Biodiversity Education Centre at Liffey Vale in Dublin. Image: Dublin City Council

Careful planning and implementation will be carried out over the years with ongoing monitoring so we can demonstrate woodlands and wetlands with native birds, pollinators, and others.”

Parts of the site will be left untouched so the rewilding process can also be studied.

Donncha explains:

“We don`t want to overdevelop or over-cultivate the site. Instead, we aim to embrace its characteristics and transform it into the best version of itself while giving space for nature to recover.”

He adds that they also plan to carry out science-driven recultivation to eliminate invasive species, such as Japanese knotweed. Clearing out the site will probably take years, but learnings can be shared and adopted by others to address similar situations effectively.

The centre will strive to build strong relationships with schools and communities in this part of the city, including colleges and provide space and activities for practical lessons on sustainability, natural science and other related areas.

“Our intention is to link in with these communities as much as we can and also to attract people living nearby and visitors to Phoenix Park.”

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What does feeding ducks at parks have to do with biodiversity?

Bronagh Loughlin — Tue, 14 May 2024 09:18:29 +0000

What does feeding ducks at parks have to do with biodiversity?

Tags

Biodiversity

Sustainable City

Topic

Biodiversity

Feeding ducks in public parks could seem like an innocent act of kindness, yet it is more detrimental to the animals and the natural environment than it appears.

The Feed Ducks Initiative is an Irish organization that is partnering with government authorities to make duck feeding in public spaces more sustainable while protecting these habitats.

Matthew Knight, Director of the Feed Ducks Initiative, explains the origins of the project: "Our story began back in 2021 in the middle of COVID. We used to take my son, Oscar, who was quite young and has autism to the park because he was really engaged with the wildlife.

He was so interested in the ducks and at that time, I always noticed people were throwing bread at the ducks.

Lots of it was floating in the water or wasn’t eaten.

I knew as much that feeding bread wasn’t right for the wildlife, so I thought to myself, what if we put a dispenser here that releases small quantities of the right stuff the public can give to the ducks instead?”

Matthew Knight, Director of the Feed Ducks Initiative

The ultimate goal of this project is to limit negative harm to biodiversity.

Matthew shares why it is so important that ducks are fed the right food and, similarly, not overfed:

“A lot of councils put up signs as to why not to feed ducks bread.

Bread in itself goes largely uneaten, then it rots and causes build-ups in pond ecosystems, which leads to algae blooms and outbreaks of diseases such as botulism. There are several knock-on effects on biodiversity from this.

Algae blooms kill off the habitats the ducks naturally feed on, which means that the wrong food also negatively impacts the environment."

The units mean that people stop bringing bread, and they also have signs on the units to explain why not to feed ducks bread and the impacts of doing so.

Every feeder built is made from recycled plastics, equivalent to 20,000 plastic bottles, and the dispensers are solar-powered.

The units are free for councils to install, and community members pay to use them while 10 per cent of the proceeds go back into environmental projects.

Duck feeder units are built from recycled plastic utilising solar energy. Image: The Feed Ducks Initiative

Matthew adds, “We also have a QR code on the unit that takes the community to a webpage about each habitat. It features facts about wildlife like ducks and geese, but also swans and other various animals.

This is a way to engage the community and get them to connect with nature.”

Fewer people feeding the bread also means we’re improving the water quality.

Since people aren’t bringing bread, there is also no packaging involved, so the Feed Ducks Initiative is, in fact, also reducing the number of plastic packages littering parks that would otherwise go into water bodies.

After speaking to his local council, Matthew was given permission to go to the park, where he designed a prototype to test his theory.

When that was complete, there was a reduction in overfeeding, which was a sign that this innovation was something very unique to the community.

He wondered if there was anything similar or if the same thing would work well in other parks.

Matthew explains: “We approached Cork City Council, and they were really receptive and said yes. This marked our first unit, and it was a kind of repurposed gumball machine, able to withstand vandalism but still look nice in the park. We eventually created a contactless version of the same device and put it in Cork City, and that received even more acceptance.”

At this point, Matthew’s idea had been validated in two separate parks and two separate communities.

“The kids loved it, the families loved it, and the issues we were seeking to address were decreasing.

We decided to bring this to more parks outside Cork, but to do this, we had to design a model that would be scalable and fit in other communities.”

In April 2022, the Feed Ducks Initiative exported its first solar-powered contactless duck food dispenser to the UK, the first original design of their dispensers.

The dispenser is free of charge to the community, which means the council does not need a budget to implement these feeders.

Since the dispensers are solar-powered, they do not need a direct electrical connection.

When people tap their card on the dispenser, the food is released into a tray that the person scoops out to feed the ducks on the site.

Currently, the Feed Ducks Initiative is in 23 locations, five of which are in Ireland and 18 of which are in the UK.

“People really like the duck feeding units.

There is a family amenity in the community that is low cost and they get an opportunity to learn about wildlife which creates happy memories."

In terms of challenges in getting started, Matthew found the main one to be sourcing the right people in the right departments within councils to speak to.

This meant they largely relied on people hearing about what they were doing. In saying that, this approach has still been effective since the duck feeding units have been really accepted into all the communities they are placed in.

"I think everyone can cast their mind back to a memory of feeding ducks as a child and so to think that kids now can do it in such an environmentally positive way is very rewarding.”

He adds: “We’ve only received requests to go into even more parks as a result. We’ve grown from one feeder in September 2001, and as of June, we’ll be just shy of 50 units, so the growth rate of the units has been tremendous.

We look forward to working with more councils and are eager to bring this initiative to more communities to empower them to spark positive change.”

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Supercharging carbon offsetting with nature-based solutions

Szilvia Szabó — Tue, 14 May 2024 08:50:47 +0000

Supercharging carbon offsetting with nature-based solutions

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Nature-based Solutions

Carbon Offsetting

Climate Innovation

Topic

Nature-based Solutions

Although the primary goal is to reach climate targets by extensively reducing carbon emissions, there is still an increasing need for offsetting, creating a significant market for validated carbon projects.

UK-based climate-tech company Earthly provides investment opportunities through high-quality nature-based solutions that remove carbon, restore biodiversity, and improve livelihoods.

The International Union for Conservation of Nature (IUCN) defines nature-based solutions as actions to “address societal challenges through the protection, sustainable management and restoration of ecosystems, benefiting both biodiversity and human well-being”.

Earthly's mission is to help businesses embrace this approach and remove at least 1 billion tonnes of carbon by 2030 by investing in nature.

Right after its launch in 2020, the start-up attracted prominent global brands, and Oliver Bolton, Co-Founder and CEO, says one reason is that they have a rigorous process to screen each project and invested the first two years not to cut any corners to establish a portfolio that partners can trust.

“With partnerships, it`s all about trust. We aim to build long-term strategic collaborations and offer tailored solutions to match our partners' values with geographic locations and delivered impacts,” Oliver explains.

Oliver Bolton, Co-Founder and CEO of Earthly

They developed an extensive assessment tool that analyses 106 data points and aggregates information from data partners to evaluate and rate investable projects based on their impact on carbon, biodiversity, and people.

In addition, a well-curated independent scientific board and satellite monitoring also feed into the screening process, ensuring that only the highest integrity and trusted projects are selected.

“There is huge nervousness around greenwashing at a time when showing climate leadership would be so important. Companies should be brave to talk about their climate action and not give in to greenhushing," Oliver adds.

To support partners in communicating their involvement, Earthly also provides a unique 3D digital visualisation tool that aggregates the partner`s impact into one visual as an island, presenting a proportion of the projects they invested in.

'“Nature is abstract, and we wanted to make it more realistic and relatable. It also offers an opportunity for our partners to better engage with their stakeholders, use these visuals in their external communications, or even make their ESG reporting more engaging.”

Each project is transparently featured on Earthly`s website with detailed information, a simple visual guide on the overall impact score, and a link to relevant SDGs besides the potential impact and type of investment needed.

Their project portfolio includes mangrove restoration in Pakistan, woodland regeneration in Scotland, and agroforestry in Kenya, among others.

One of their highest-rated projects is a peatland protection and restoration program in Indonesia that aims to bring degraded land back to life by protecting and rewetting 22,900 ha of peatland rainforest in Sumatra.

So far, it has prevented the release of over 2.6 million tonnes of CO2 into the atmosphere and improved a critical biodiversity region home to over ten critically Endangered Species and 19 Vulnerable Species, enhancing the livelihood of locals.

Image: Earthly / Eden Reforestation Projects

Mangrove planting in Madagascar is one of the investment opportunities offered by Earthly.

This trail-blazing project run by Eden Reforestation Projects has reforestation and poverty alleviation at its heart.

To date, they have planted over 334 million trees across eight countries and created opportunities for locals to work.

Although Earthly`s main role is to screen projects, derisk investments, carry out ongoing evaluations to monitor impacts, and report on outcomes, Oliver shares that they are now exploring opportunities to co-invest in origination projects, which means they would get involved in creating projects from scratch.

Talking about challenges, he says, “Budget cuts will push these projects aside first, and you can only fight funding challenges by showing the relevance and return on investment in an easy-to-understand way that gets all your teams and departments to see why this is important.”

As of today, over 600 partners have invested in nature-based projects through Earthly, which allows Oliver and his team to increase their impact and further develop their operations.

On a personal level, Oliver feels it is such a privilege to work in a way that turns money into impact and that he gets to see the result of his work. “Having my son born, I would like to have a conversation with him that this is what I have worked in.”

His passion doesn`t stop at building Earthly. He has a track record of building purpose-driven ventures, such as Europe's first B Corp drinks company, Waterbomb, and other projects.

He recently embarked on a new adventure by launching the Wilding Earth monthly video series on YouTube that features the UK's leading nature regeneration projects and the inspiring people behind them.

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“There is such potential for startups to solve some of the world’s biggest problems”

Bronagh Loughlin — Tue, 05 Mar 2024 15:47:34 +0000

“There is such potential for startups to solve some of the world’s biggest problems”

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Topic

Insights with Ashley Shak

Head of Sustainability and Innovation Programmes, Dogpatch Labs

I’m probably one of the few people at Dogpatch who hasn’t worked either at or with a startup previously. My academic background is in international sustainable development, which means that up until recently, my professional experience was primarily within the public sector.

I’ve worked for countless NGOs, non-profits, and government and UN agencies around the world. A lot of people may think that someone working in the non-profit sector versus the startup world is like night and day, but there are a lot of similarities in the personality type that succeeds in both industries.

For instance, there’s a huge amount of passion driving the company or organisation forward, paired with a hugely disproportionate lack of money.

These days at Dogpatch, I can call upon my experience in the development sector to work in similar areas, such as emerging markets and ‘reverse innovation’.

I think, eventually, the non-profit sector will play less of a role in international development, and the problems that need solving will be addressed by startups.

The potential behind using a startup as the solution means the business model can be scaled to other countries facing the same issues and have the money to deal with it.

Ashley Shak Head of Sustainability and Innovation Programmes, Dogpatch Labs

The impact that startups can and will have on the global markets and communities is an unknown quality with huge potential, and I’m looking forward to playing a part in the change here at Dogpatch.

It has been a driver for me to have as wide of an impact as I possibly could because I knew there were so many people out there who wouldn’t have the same opportunities that I have been afforded.

I was lucky enough to travel a lot during my childhood due to having such an international family, from the Netherlands to Brazil and Hawaii. I saw firsthand how different people lived around the world, and it impacted the kind of person I wanted to be, the subjects I studied, and the jobs I took.

I wanted to take advantage of that and chose a field where I would directly put back the work into communities that needed it most.

Sustainability has always been at the core of international aid and development, but it’s only recently become the hot topic to focus on in the tech world.

Now that I work with startups and in tech, I see my job as spreading the understanding that sustainability is way more than just the “green stuff”.

In an industrialised and developed economy like Ireland, it’s easy to focus solely on decarbonisation and net zero goals. However, social issues must not fall to the side.

It is our duty as professionals in the tech space, as individuals with power and resources, to have that positive impact.

Before working at Dogpatch, I was with the United Nations Global Compact (UNGC), the UN agency working with the private sector, specifically on corporate sustainability.

When I started looking for a job in Ireland, I learned Dogpatch was about to launch a sustainability initiative, the 2050 Accelerator. This was a match made in heaven since I had been running global sustainability accelerators with the UN for the past couple of years.

I started as a programme manager, and that role evolved over the last year into my recent promotion to Head of Sustainability and Innovation Programmes.

Dogpatch has never had a Head of Sustainability before, but it became apparent that this type of role was needed as our organisation started to play an even bigger role in the space.

Each one of our programmes has a sustainability aspect to it, as our corporate clients all have an overarching sustainability strategy for which they will be held accountable.

I hope that in the future, my role won’t be needed anymore. I envision sustainability becoming so integrated into the daily operations, programmes, and strategy of our company that there doesn’t need to be one single source of truth or expertise in that area.

The 2050 Accelerator is one of the most exciting programmes I’ve ever worked on, and it’s been extremely rewarding to welcome the positive reactions since it launched last spring.

The idea behind this program is that we can have a huge impact on global sustainability goals by accelerating the adoption of new technologies from startups around the world.

2050 Accelerator program launch in Spring 2023. Image: Dogpatch Lab

We want to make Ireland a testbed for sustainability innovation by recruiting global startup talent to work with Irish corporate partners.

By pairing them together, we’re enabling corporates to trial new innovations while startups find a new route to market via new partnerships.

Operating alone, startups may struggle with finding the resources, time and customers to validate and improve their technology.

The 2050 Accelerator facilitates this, and the demand for this type of programme is super high.

What sets the 2050 Accelerator apart from other sustainability programmes out there is the focus on business development for startups.

Through the accelerator, we offer startups the priceless opportunity of partnering up with a corporation to develop paid pilots that will validate their tech.

By focusing on ensuring we can create pilot projects, we are making sure we have a real-life and measurable impact during the accelerator.

For example, BladeBridge, a startup that repurposes wind turbine blades into sustainable infrastructure, began working with ESB through the 2050 Accelerator.

Through the programme, they developed an e-mobility hub to charge and store ESB’s expansive network of e-bikes.

By utilising decommissioned wind turbine blades instead of virgin steel, they support vital key objectives aligned with ESB’s Net Zero goals, such as decarbonisation, the circular economy, and empowering customers to live more sustainably.

BladeBridge is repurposing decommissioned wind turbine blades into sustainable infrastructure. Image: BladeBridge

Collaborating with ESB in the 2050 Accelerator also means that we are connecting startups who need access to wind farms, telecommunication poles, e-mobility hubs, and more for their pilots. What Ireland lacks in geographical size, it makes up for in its connectedness.

That is something that Dogpatch has tapped into since its inception, working to create the most connected tech ecosystem in Ireland (and beyond!).

That connectedness is something that will become increasingly important in our efforts to tackle sustainability issues that plague all industries, markets, and communities.

Our response to climate change will have to be quick, efficient, and extremely risky, and these are all characteristics that startups and entrepreneurs embody every day.

Hearing about the most recent political conflicts, natural disasters, or social justice issues in the news can negatively affect the newest generation of business leaders.

The relentless grit and ambition of an entrepreneur are why there is such potential for startups to solve some of the world’s biggest problems.

We had a minister come in and speak at one of our sustainability events and told the audience that with every new policy and regulation his department introduced, that was an opportunity for an entrepreneur to create a new startup.

This is the type of thinking that will propel Ireland forward as a testbed for sustainability innovation, with Dogpatch creating those synergies between government, industry, and startups to get us there.

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March 2024

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Making steps towards sustainability incredible

Szilvia Szabó — Tue, 05 Mar 2024 14:57:06 +0000

Making steps towards sustainability incredible

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Sustainable lifestyle

Sustainable fashion

Topic

Business Sustainability

The idea of Incredible Socks came to Marc Carey while living and working in Los Angeles, harnessing the inspiration of the city from an entrepreneurial and design standpoint.

A conversation in a coffee shop gave him the final push to follow Richard Branson’s approach to Virgin - ‘Screw it, let’s Do It’!

Now living in Ireland, he officially became the Chief Sock Maker and started manifesting his dream to help people feel incredible wearing socks with a blend of style, sustainability, and a touch of social responsibility.

Marc Carey, Chief Sock Maker at Incredible Socks.

“My career has taken me into international marketing roles, primarily for Entertainment brands across the world. I spent the last 20 years building other people’s brands, positioning their products, and driving sales strategies with super results.

While I spent some time living in Los Angeles, I saw that everyone there had a side hustle and was starting a business.

I got the idea for Incredible Socks as every Christmas, Birthday, Father's Day, Mother's Day and practically any gifting occasion, my family gave each other socks. So, I thought, why not socks?”

Driven by his personal values and motivation to give rather than take, Marc wanted Incredible Socks to operate in a way that makes a positive difference.

“While we are carbon neutral and use sustainable materials, packaging and processes, my dream is to be awarded B-Corp status through our actions related to helping people, communities and the planet.”

He is passionate about the brand and obsessed with socks, constantly working on new designs, taking inspiration from looking at other great brands, talking to customers and excited to see where the brand goes next.

Marc sees socks as more than functional pieces in our closet, saying his approach to design is based on three words: bold, fun and unexpected.

“I want my designs to stand out, whether through the colour combinations or the illustrations on the product. Incredible Socks is about having fun, so I want my designs to lift moods, spark conversations and put smiles on people's faces.

When you buy these socks, you are not getting a boring black pair of socks - you’re getting something that not only feels great but also is an extension of your personality and character. Have fun. No more boring socks!”

Incredible Socks is made out of bamboo, which considered to be significantly more sustainable than cotton. Image: Incredible Socks

To materialise his vision, he decided to use bamboo as a fabric to manufacture premium quality products for comfort, durability, and breathability.

Since bamboo is a fast-growing grass, it requires no fertiliser or extra irrigation and self-regenerates from its own roots, so it doesn't need to be replanted, so cultivating it means lower environmental impact.

Marc explains: “Unfortunately, cotton and sustainability do not work well together.

Cotton requires huge amounts of chemical fertilisers and pesticides to grow, polluting local ecosystems and the water from which communities drink. It degrades soil quality, prevents biodiversity, and forces many to labour in tough conditions.”

To ensure fair working conditions and environmental credentials, the bamboo sourcing and supply chain is audited to the highest standards at Incredible Socks.

This includes everything from clean energy, fair pay, inclusivity and equality within the workforce to working hours and conditions.

He highlights the massive potential in making essential fashion items like socks, underwear, and t-shirts to be sourced, produced and sold more sustainably instead of considering them as part of fast fashion, which significantly contributes to the climate crisis and exploits workers.

Besides good intentions and dedication, a lot goes on behind the scenes to develop an idea, source products or materials, register trademarks, build websites, manage social media, etc.

“Hitting go on my website and launching marketing felt so good and a huge achievement. After that, having my first sale come in, and every subsequent sale that followed and continues to follow is so wonderful.”

To evolve in his leadership, Marc listens to people who have already achieved business results while going through a similar journey.

“Whether it’s through other entrepreneurs or mentors at Enterprise Ireland or my Local Enterprise Office, I approach each day with curiosity. I am always willing to pivot and try new things.

The only element of my business I am rigid on is my core values: Great products, sustainable materials and practices, and our commitment to giving back to our charity partners and the planet.”

“I’d rather make no socks than use materials that have caused damage or hurt to the environment and farmers,” says Marc Carey.

He is determined to continue to build on philanthropic goals and make as big of an impact as possible with their charity partners.

The brand donates 50 cents from every sale to charity partners, including Bombay Teen Challenge, Jigsaw, and Focus Ireland.

“I’d love Incredible Socks to really make a positive difference in people’s lives in Ireland and internationally. I am so committed to these missions while at the same time growing my styles, products and lines."

Although Marc feels the rollercoaster effect of running his own enterprise, he says that’s what also keeps it fun and interesting.

“I am a dreamer and would love to have hundreds of styles in thousands of stores, dressing millions of feet every day.”

He enjoys the unwavering support of his family, saying that his dad has been a huge supporter on every level.

“He’s been leading his field across so many business areas for over 40 years and always keeps my head on the financial side of things.”

Another source of inspiration and motivation comes from spending a lot of time reading business books and following podcasts and social channels from some of the world’s leading entrepreneurs, listening to founder stories and analysing various approaches.

His ethos is a constant driver for him, saying that “through Incredible Socks, I encourage the message: Live incredible, Do incredible, Be incredible.”

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In pursuit of changing lives

Szilvia Szabó — Tue, 01 Aug 2023 20:23:56 +0000

In pursuit of changing lives

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Social Entrepreneurship

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Insights from social entrepreneur Lucia Dal Negro, Founder of Kokono, on building a socially and environmentally conscious enterprise in Uganda.

Kokono is a project started by De-LAB, an Italian social enterprise, designed to address the challenge of keeping infants safe in their first year after birth in Africa.

We produce unique cradles from biodegradable materials to protect children from 0 to 12 months from major health and safety risks, including the malaria mosquito.

From the very beginning, I have worked with a team, and we did not only want to work in the health sector and 'settle' for helping people. We also wanted to do it in an environmentally responsible way. Besides, we thought about logistics and optimised the shape of the cradle in a way that saves a lot of space and makes it easy to stack them up.

Kokono produces unique cradles from biodegradable materials to protect babies from major health and safety risks. Image: Kokono

Moreover, the product is sold without packaging to avoid polluting a country with no actual plastic and waste disposal system.

The next edition of Kokono will also be produced with 50 per cent recovered plastic, which will help decrease its environmental footprint while giving us a chance to raise awareness about the circular economy. It has been a bumpy road since the first design came to life to make this a reality.

The Covid pandemic obviously resulted in a major setback, and there was a grasshopper invasion in East Africa in January 2020, which did not help. We had to adapt not just our business plans but the product’s design. Kokono was originally supposed to be made from banana fibres, but then the grasshopper invasion destroyed all the plantations, so there was no way to use that material.

After rethinking the project, Covid forced us to stop for almost a year because Uganda had the longest lockdown in Africa, and nothing could be done. But luckily, there were also some exceptional positive moments, including the first sale to a private hospital of 40 cradles.

One of the most inspiring moments was when we got the result of the Social Impact Assessment on the first user group of Kokono.

I remember the amazement and pride I felt as I saw that not one of the first 20 children had caught malaria in the six months of using the cradle.

There I realised that we had a future, and it was worth fighting for. It took countless hours of work, patience and dedication to get where we are now.

There was a time when if I had given up, people would have still applauded me anyway because everything was so terribly difficult.

Instead, perseverance won, and thanks to the collaboration with Italian and local partners and the encouragement of the Ugandans, while seeing this idea manifesting and helping people, I did not give up.

To the many social innovators out there trying to make a difference, I would say never to let difficulties get you down: no one ever told us it would be easy.

We are currently looking for equity investors to expand our project, which has succeeded in the proof of concept and market testing phase. Uganda is a huge country, and the demand is massive here and elsewhere as well. With the capital investment, we could support the distribution network and start selling the product on a large scale.

Another thing that impressed me was getting to know the single mothers of the Kawempe slum in Kampala. After the pandemic, their numbers have increased dramatically.

Here you would meet 14-15 years old girls who need to be educated about childcare.

They welcomed the product as if it were a solution 'dropped from the sky'.

It was touching, especially since I expected more resistance towards something new and unknown.

Instead, they were overjoyed. Sometimes understanding each other is much easier than we think and happens profoundly. This experience gave me much strength to go on.

Kokono was first introduced in Uganda, and looking to expand in the next years. Image: Kokono

Having the opportunity to work in the field and interact with people using our solution really keeps me grounded and more determined to raise funds and expand our operations.

In addition to having funds, I would like to have a network of companies that see this as a project for the future and would support us with expertise and vision in other African countries.

Ugandan birth and infant mortality rates are no different from those of other countries on the continent, and the potential to make a significant impact is enormous.

Lucia Dal Negro Founder of Kokono in the middle

I enjoy spending about a month twice a year in Kampala supervising the operations and working with the team. I extricate myself entirely from European and Italian problems and finally connect to the local set-up, feeling the atmosphere.

This society is made up of a young population full of vitality, which dares to dream big even if it does not have the means....and, above all, never complains.

What gives me the energy to keep going is the fact that Kokono really works, saves the lives of children and gives hope to mothers struggling to juggle work and bringing up their kids.

Working with local partners who believe in it and look to us for guidance on moving forward is another factor in making this work.

Finally, I think that if we, as a very small organisation, have made it this far, who knows what larger and more structured companies could do.

There are too many opportunities offered by circular models that must be exploited....it is no longer the time to stand by, and we at De-LAB are ready to build partnerships with those who think like us!

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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