Businesses looking to decarbonise and offer green versions of their existing products and services, should, if at all possible not frame that work as innovation.  Instead, businesses should make a distinction between "operational substitution", "core substitution" and "core innovation". Bite-sizing the problem in this way (in what is probably a 70/20/10 split of time and the inverse of effort and money), gives an organisation the visibility of what might be the real innovatio

Remember COP26 in Glasgow in November 2021? Less than 3 years ago we saw a flood of companies commit to become Net Zero and set a Science Based Target. Yet, at the start of this year the Science Based Target Initiative (SBTI) had to highlight that 240 companies had failed to see through their commitment. Why? Wars, cost of living crisis, the backwash from the Pandemic, a shift to the right in politics are of course all factors.  But, I suspect, the true answer is that many co

Sustainability professionals are at the forefront of driving a crucial paradigm shift in business, moving away from traditional profit and shareholder-centric models towards more sustainable, inclusive and regenerative practices. It’s easy to nod and agree that this paradigm shift is an essential part of how we safeguard our shared future – but the fact is that it’s easier said than done. Capitalism (even of the stakeholder kind) is a force to be reckoned with – and it's not

One of the boldest insights from our new white paper is this: The clean energy transition will stall unless we switch how we sell it. It ’s not about tech – it’s about trust, comfort, affordability and simplicity.78% of homeowners put emotional comfort above energy savings when making renovation decisions. This is the brief: Not “sell a heat pump.” Sell futures people want to live in. The Great Switch - How to Make Clean Energy The New Normal in Britain is our call to arms fo

Tom Head, Founder - G3NR8, Helen Armstrong & Leo Rayman - EdenLab EdenLab, the sustainability innovation consultancy, has today announced a strategic partnership with G3NR8, a pioneering AI consultancy and engineering firm. The collaboration aims to help businesses harness cutting-edge artificial intelligence to accelerate the commercialisation of sustainability investments, identify emerging consumer demand for lower impact brands and safeguard against accidental greenwashin

What did you say the EBIT was? Have you ever watched a brilliant sustainability initiative get shot down in the boardroom? What was the real reason it failed? I learned the lesson the hard way with one of our first big projects. We'd landed a super-smart strategy that inspired customers to make better choices; validated propositions, smart CX nudges, surfacing sustainable options in the eCommerce journey, then... our client's boss changed. He wasn't so keen and none of us had

I’ve always been drawn to the idea that Innovation, especially in Sustainability, can make the world a better place. It’s the marketer in me: I genuinely believe brands, products, services have the power to shape culture, influence behaviour, and push society forward when they dare to lead. That’s why I decided to steer my career from Marketing to Sustainability. I didn’t leave Marketing behind, I brought it to the next level. Still aiming to deliver value, but adding positiv