Our principles

Unexpected collaborations drive innovation

We need to rethink and seek new partnerships to create more sustainable business models, smarter ways of producing, transporting, consuming and recycling.

Passion, heart and generosity

One may work on sustainability because you have to, but it will be more effective if it lands in the heart, is driven by passion and generously invites shared knowledge and shared experiences. We will do this together.

Science is the foundation

Arbitrary judgement has no place in sustainability. If we use scientific research as a basis, we will have a solid foundation that is less contested, that is comparable, relevant, transparent and leads to change.

We dig for meaning

We dig deep to get to the bottom of what really matters. That way, we don’t risk sustainability work stalling or changing direction just because the winds suddenly start blowing in a different direction.

The planet is always a stakeholder

The planet has no real voice today. For hundreds of years, it has been free or very affordable to exploit it in any way you want. The planet is a vital stakeholder in everything we do..