Germany

At the end of the day, the purchasing behaviour of consumers will decide whether our economy and society will actually become more sustainable. We are all still waiting for the mega-sustainable brand, which, similar to a computer company from Cupertino in the field of design, will change the preference structures of the buyers and thus revolutionize entire markets.

The GREEN BRANDS seal can make an important contribution to this. Award-winning companies and products move into the limelight, whereby their sustainability activities are critically monitored and commented on by stakeholders on a daily basis. GREEN BRANDS also makes consumers even more aware of the issue of sustainability and provides them with additional information to support their own purchasing decisions.

The future we want must be designed, otherwise we get one we don’t want”. Josef Beuys. Digitalization, Purpose, Sustainability were the most frequently mentioned topics at conferences last year. Today, companies are expected to think about the reason for their existence and their performance for the common good. Customers are increasingly conscious of choosing brands that are considered trustworthy, are produced sustainably, have transparent value chains and make a positive contribution to society. As a member of the jury of the Green Brand Award, I am delighted to acknowledge these activities. This award and quality seal gives companies credible visibility and customers the security to buy the best products.

Sustainable management is becoming increasingly important in the wake of climate change and increasing scarcity of resources. It is therefore all the more important to take a close look at how sustainable management can be successfully implemented by individual companies. GREEN BRANDS distinguishes very innovative and environmentally friendly companies/brands. This information increases transparency and at the same time can be an incentive for all companies to get more and better involved in sustainability.

The science points out: Sustainability is essential for our health and our life as a whole! More and more people are realising this. More and more companies want to do justice to this. But many companies also advertise it as a marketing tool. Environment and climate sells. But what provides orientation here? The GREEN-BRAND quality seal – as a European warranty brand! The special thing about it is that the seal may, according to recognised testing procedures, distinguish products and services that meet organic and environmental standards from those that do not! This separates the wheat from the chaff. That creates trust. Unlike the many environmental seals, which are only simple brands or company names. These only serve the sales purposes of their owner and can only distinguish them in the market! But the GREEN BRAND seal ennobles the brands that deserve it! In the interest of us all.

Today, people prefer companies and brands that radiate credibility and generate trust through their economic, ecological and social actions.

GREEN BRANDS stand for business ethics based on sustainability and for an entrepreneurial spirit fit for the grandchildren. Our guideline-based evaluation process offers companies the opportunity to reflect on their actions on the one hand and on the other hand enables us to identify outstanding brands that have earned merit for our GREEN BRANDS COMMUNITY through their ecological responsibility.

Sustainability has become a socio-political topic in the mainstream and is increasingly becoming a decisive criterion for purchasing. Whether organic food, fair fashion, eco-mobility, green money or green electricity – consumers who are on the way to a more sustainable lifestyle need orientation. The GREEN BRANDS quality seal helps them not to get lost in the label jungle. With transparency and credibility regarding the economic, ecological and social evaluation criteria, in order to be able to distinguish actual GREEN BRANDS from green-washing offers.

I think it is good to be presented the ecological sustainability of companies through GREEN BRANDS. The quality seal is a helpful guide to find your way through the brand jungle and also an incentive for many companies to also become active in the field of sustainability. It is to be hoped that GREEN BRANDS will continue to receive many nominations and that these companies will actively participate in the validation process. Every certified company is a role model for many other companies and thus a step towards a more sustainable future.

We live in very turbulent times. Climate change is a reality, extreme weather events are on the increase, the world is full of plastic waste (even in children’s blood), loss of biodiversity is everywhere and democracy in many countries is facing enormous tests of endurance. There are many challenges we are currently facing. The pressure from society (Fridays For Future etc.) and the urgency for much more active action is clearly increasing. However, it is positive that there are already numerous companies in various sectors for whom climate protection and sustainability are of great importance and who are already successfully implementing a great many measures, thus demonstrating that it is very important for the future viability of companies. The good news is also that it is both feasible and still makes good business sense. There are actually no more excuses not to do it. One way of demonstrating a commitment to sustainability and providing orientation for customers and stakeholders is through quality seals or awards. This includes the “GREEN BRANDS” seal with many excellent companies and brands.

In a time of information overload, brands for simplified decision making are gaining importance.

GREEN BRANDS can provide orientation in brand evaluation that a certain sustainability threshold has been exceeded.

Shaping the future together: In view of the current global social, but also economic challenges, it is time to realign business models. In a way that minimizes the negative effects and maximizes the positive effects for society. Current empirical studies show that companies that integrate the key sustainability issues into their business model have significantly higher risk-adjusted returns. These findings make me confident that the GREEN BRANDS are on the right track to overcome the old oppositional thinking between profit and sustainability and thus make the most of the current opportunities of economic transformation.

Feelings of powerlessness in the face of the future are among the most dangerous phenomena that can affect our civilisation and also democracy.

That is why it is so important to find orientation and to recognize concrete possibilities for shaping the future: Where can I make a difference? Where do my decisions have a positive effect for future generations?

This is where the GREEN BRANDS seal helps to identify those brands that take responsibility and offer solutions for ecological challenges. In this way, long-term trust grows, which ultimately also pays off economically for the company.

The need for sustainable global development is becoming increasingly urgent. Politics, civil society and business are increasingly responding to this necessity. It is becoming increasingly clear that sustainability and economic success are not contradictory, but – on the contrary – secure the future viability of companies.

GREEN BRANDS provides companies with good guard rails on the way to more sustainability along their entire value chain and customers a clear signal for committed companies and their products.