How we started to growintoflow
Our story started with a workshop on sustainable development that could have been positive and cheerful with a hands-on mentality.
But instead of young people itching to release their pioneering spirit and defy the odds, we have seen total paralysis in the face of global problems. This experience met fresh results from Ian's diploma thesis:
The web communication of Cradle to Cradle (C2C) inspired businesses doesn't meet the quality of their products – of all companies, it's all too often these that fail to communicate effectively in the digital space!
*HEADLINE* What about other companies?
At the same time, other 21st century companies grow at an unprecedented pace, impossible to imagine just 30 years ago – that is, growing exponentially by digital scaling to larger markets with incredible numbers in revenue.
So why is it that these companies, resolutely closing loops and solving an urgent problem of our species, aren't yet the biggest trees in the landscape of exponential scaling?
Why aren't these trailblazing companies having their brilliant products snatched out of their hands?
We struggled to find anyone to tackle this problem with determination or to even answer this question.
Talking to circular thought leaders
Just a few weeks after this discouraging workshop, we talked to Michael Braungart and Douglas Mulhall at a C2C research meeting.
We wanted to know first hand from circular thought leaders how the mass adoption of green innovation can take off. We got our answer:
Ten percent technology, ninety percent psychology.
Great, psychology has a special place in our hearts anyway. So what's missing? We have pondered this question a lot and some of the central obstacles seem to be:
»Sustainability« has become a bore and untrustworthy, it has long been abused by crooked marketers throwing green strokes of paint on the same toxic waste as before
Sustainable players fail to clearly communicate customer benefits, but purely environmental benefits fail to trigger decisive buying impulses in many people
People doubt that »sustainable« translates into »high-quality« and are often left alone with their fears, not having their objections defused
These are joining the eternal rule that changing habits is a task of its own order of magnitude. Amazon allows for swift clicks on cheap products with a lot of stars and not think beyond.
So is this our fate? A world full of clever innovations with a promise of healthy disruption, that are lastly misperceived – or not perceived at all – because of the wrong psychological angle?
We don't think so.
Your investment into a greener future has to pay off – big time.
True sustainability needs to become irresistible.