1. 7 PRINCIPLES TO CONNECT
GROWTH & SUSTAINABILITY
GREEN-LAUNCHING

2. Like you, we are (beyond) alarmed about the environmental mess we’re in.
We created Standard Deviation to help businesses address people’s growing
appetite for sustainable living. We collaborate to build offerings that are exciting
for people, beneficial to the bottom line and good for our planet.
Coming from the startup world, we wanted to outline a framework to help
entrepreneurs (and ourselves) connect sustainability principles with startup
priorities – growth, customer experience and talent retention. We hope this
sparks productive conversations, ideas and action.
We’d love to hear from you. Please reach out with feedback – we’re eager to
learn from your experience and build an online version of this toolkit, with
additional inspirations and resources.
– Lara & Mawuena
HELLO STARTUP

3. Intro
Inspirations: Purpose & Profit
7 Principles To Connect Growth & Sustainability
Workshop Materials
Sources & Resources
4
7
11
19
30
CONTENTS
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4. Sustainability is a multi-dimensional issue
where economic, social and environmental
opportunities are deeply intertwined.
Between the imperative of diverting from
fossil fuels, the rise of consumer
expectations for sustainability and mounting
legislation to fight climate change, today’s
businesses must be ready to respect (or
better yet, celebrate) new rules.
You and your business are likely better
suited to the task than you realize. This is
fortunate, as the world needs your
entrepreneurial skills, and it needs your
guts.
As a startup you have the opportunity to
tackle these challenges from inception.
Starting small and starting fresh, you’re able
to learn, iterate and engage your customers
as you grow.
ENVIRONMENTAL
PROTECTION
ECONOMIC
VIABILITY
SOCIAL
PROGRESS
SUSTAINABLE MODELS
NEW RULES

5. Though most people would welcome more
sustainable businesses, most startups
launching today still consider
sustainability as a nice-to-have.
A new understanding is emerging. IT’S AN ADDITIONAL INVESTMENT IT’S DEMONSTRABLE GROWTH
INVESTORS DON’T CARE MORE & MORE DO, AND WILL HAVE TO
GREENWASHING, REALLY? GREEN LAUNCHING, TRULY.
IT’S VERY COMPLEX, I’M NO EXPERT FEAR NOT, WE HAVE RESOURCES
IT’S A NICE TO HAVE NEW LAWS WILL MAKE IT A MUST
NEW TRUTHS
IT’S FOR BIG COMPANIES YOU’RE PART OF TOMORROW’S ECONOMY

6. Gather your team.
This is about conversation and
collective conviction in your current
sustainability & business roadmaps,
and how to bring them into alignment.
1
Warm up!
Together go through our inspiration
section, discuss inspirational case-
studies, add yours, and start
understanding everybody’s
motivations.
Chew on each principle.
Read through the 7 principles and
explore each “conversation-starter”.
Listen to each other, take notes, and
defer judgment for now.
3
Make it relevant to you.
Use our workshop materials to
engage your team and collectively
turn conviction into action.
4
Here are some guidelines to help you and your team make the most of your time.
HOW TO USE THIS DECK
2

7. INSPIRATION
Purpose & Profit? Yes.
Examples abound of companies demonstrating how the
business priorities for startup survival (e.g. traction in the
market, access to talent, and access to capital) and the
ecological imperatives of sustainability work hand in
hand to drive growth. Here is a sampler as a warm-up.
07

8. Ben & Jerry’s has been integrating social and
environmental performance indicators since their
inception. In 2018 Unilever’s sustainable brands,
including Ben & Jerry’s, grew 46% faster than the
rest of their business, delivering 70% of their top-
line growth.
Since 1994, Interface’s ‘Mission Zero’ program has
been focused on eliminating all negative impacts by
2020. The company has reduced their greenhouse
gas emissions by 96% since 1996 and
their ReEntry initiative has diverted 13 million
pounds of post-consumer carpet from landfills.
In 2014, Natura became the world’s largest B Corp.
250,000 hectares of forest are being preserved
thanks to Natura’s commitment to preserving the
biodiversity of the Amazon and their ethical work with
over 2,000 local communities.
BEN & JERRY’S (1978 / USA)
Sold to Unilever for $326M in 2000
INTERFACE (1973 / USA)
$996M in revenue in 2017
NATURA (1969 / Brazil)
$2B in revenue in 2017
SUSTAINABILITY = GROWTH
IT’S OLD NEWS.

9. The Nebia Spa Shower 2.0 saves 65% of water and
60% of heating energy used by a standard shower.
So far, the company’s shower heads have saved 100
million gallons of water.
Skipping Rocks Lab won the Wired Retail 2016 Start-
up of the Year award with their new packaging
business Ohoo. Their packaging is made entirely
of seaweed, and is 100% natural and
biodegradable.
Alesca Life is an agricultural technology company
that builds indoor, vertical farms to make food
production more localized and data driven. Their
indoor farms use 20~25 times less water, fertilizer,
and land compared to traditional farms and no
pesticides.
NEBIA (2014, USA)
2 x $3.5M raised on Kickstarter
OHOO (2014 / UK)
WIRED Startup of the Year 2016
ALESCA LIFE (2013 / China)
SUSTAINABILITY = OPPORTUNITY
IT’S THE NEXT DISRUPTION.

10. Fashion innovator Reformation has been 100%
carbon neutral since 2015. Their production is local
and fairly compensated, and each garment includes
information on carbon and water footprints, as well as
a “RefRecycling” label enabling customers to return
clothes for repurposing.
Through their online platform, BackMarket makes
refurbished smartphones & laptops a mainstream
alternative, and is the first refurbished product re-
seller certified by Apple. Their algorithms match
buyers and sellers, and enable access to products
at up to 70% lower price.
REFORMATION (2009 / USA)
$100 M in revenue in 2017
BACKMARKET (2014 / France)
$20 M in revenue in 2017
Oatly has become a reference in the food industry,
boosting the alternative milk category with its nutritive
& eco-friendly oat milk. Through its millennial
engagement and barrista-driven distribution strategy,
the brand’s sales grew from $20M to $140M
between 2012 and 2017.
OATLY (1985, Sweden)
$140M in revenue in 2017
SUSTAINABILITY = NEXT GEN
IT’S A CONSUMER REVOLUTION

11. Your turn now.
The following principles will help you understand the
connections between growth and sustainability, and how
your startup, team and customers can benefit from them.
7 PRINCIPLES
11

12. – Identify the waste generated by the consumption of our products or services
– Determine how we might empower our customers to consume smarter
– Discuss ways that we could promote alternative, less wasteful lifestyles
The data are clear – our lifestyle is a threat to the environment. The average American
citizen generates 16.2 tons of CO2 per year, an alarming number when compared to the
0.49 tons of a generated by a citizen of Bangladesh. Fortunately, as the Marie Kondo
wave and other “less is more” movements gather momentum, millions of households are
experiencing that owning more doesn’t make us happier.
How might our businesses empower people to consume better, smarter and less — and
spark joy in the process?
Feather is a New-York based startup offering subscription plans for furniture.
Customers can subscribe to just about any type of furniture, and return, swap or
buy it as suits their needs over time.
Learn more: www.livefeather.com
TEAM TO-DO
CONVERSATION STARTERS
Service vs Product
Could we provide a better customer
experience by selling the service the
product provides rather than the
product itself? (A hole in a wall rather
than a drill?)
Customization
How can we make our offering more
customizable, empowering our
customers to choose exactly and only
what they need?
Life-long products
From exceptional quality to lifetime
guarantee, could we differentiate our
products by radically extending their
useful life?
#1FIGHT OVERCONSUMPTION
CUSTOMER VALUE, HIGHER MARGINS LESS STOCK CUSTOMER LOYALTY

13. – List all business outputs considered as trash and discuss opportunities to re-use, trade or monetize this waste
– List all inputs that could be replaced with renewable or circular materials
– Define ways that our customers could take part in a circular model of our goods and services
The world goes round, but most businesses do not. 91% of businesses follow a “take-
make-waste” model, considering their job done after consuming raw materials and
components and outputting finished goods and services. As a result, only 9.1% of raw
materials find their way back into our economy, and tremendous resources (and value) is
sent to the landfill. By contrast, circular models allow us to close the loop, creating more
efficient, regenerative businesses.
What if you could look at your waste as a resource? What if you could monetize your
product’s end of life? Turn circular, it’s a trillion-dollar business opportunity.
Toast Beer is a London based social enterprise that uses stale bread from local
bakeries to brew their beer. So far they’ve upcycled over 1 million slices of other
businesses’ “waste”.
Learn more: https://www.toastale.com
TEAM TO-DO
CONVERSATION STARTERS
Recommerce
Through repair, upgrade and resell,
could we leverage our product end-
of-life for a second-hand offering?
Resource Recovery
What if we could monetize our trash?
Or use someone’s waste as a more
efficient input material? (Take a swig
of Toast Beer, our example to the
right.)
Circular Design
How could our designs allow
materials to flow in closed loops?
What would it take to source
recycled, recyclable clean materials ?
#2TURN CIRCULAR
NEW BUSINESS LINES NEW RESOURCES LONGTERM SAVINGS

14. – Map our suppliers and their environmental, social policies
– Estimate the carbon footprint of our logistics, from our suppliers’ suppliers right down to our end users
– Prioritize leverage points where initial efforts can have concentrated results
Greenhouse gas emissions from the average supply chain are 5.5x higher than the
company’s direct operations. Consumers vote with their dollars – and with your business,
powered by those same dollars, you can act as a super-voter. By choosing suppliers who
measure, disclose and act on their social & environmental impacts, you can provide
economic incentives (and pressure) to reduce emissions, improve water security, cut
deforestation and support local communities.
Beyond mitigating risks of customer backlash and legal scrutiny, your purchasing
decisions help reshape the businesses around your own.
Fairphone, a young Dutch social enterprise, believes a better phone is a phone
made better. They are working at every stage of the supply chain to make
a positive impact in the electronic industry. They uncover production systems,
solve problems and use transparency to initiate debates about what's truly fair.
Learn more: www.fairphone.com
TEAM TO-DO
CONVERSATION STARTERS
Production Cleanup
Can we replace a process or material
that is particularly polluting? Can we
increase our production yields to
reduce scrap and waste?
Supply Chain for Good
How can we use our supply chain to
support ecological and equitable
practices? How can we use our
purchasing power to propagate our
values, and how might we educate
our customers along the way?
Responsible Logistics
Can we source more locally? Could
we drastically reduce our use of
scarce resources by selecting
responsible logistics partners?
#3SOURCE FOR GOOD
NO MATERIAL SCARCITY LOYAL PARTNERSHIPS LOGISTIC EFFICIENCY

15. – Assess how authentic we are about what’s happening behind the scenes
– Define what shape “radical transparency” could take in our organization
– Debate what we risk losing, and what we stand to gain
Following decades of misleading marketing, irresponsible environmental practices, and
labor rights violations, over 90% of customers say they are likely to be more loyal to a
brand that offers transparency. Customers are seeking greater connection to the products
they select and the brands behind them: Where do they come from? How are they made?
Where does the money go?
Some companies are choosing to respond with “radical transparency” — sharing their
commitment, providing complete information, and being as open about their challenges
as they are about their triumphs. These companies are contributing to a more honest
economy, and are rewarded with more resilient relationships with their customers.
Everlane is a San Francisco-based fashion company committed to radical
transparency. From their materials to their factories to their margins, they proudly
share their full supply chain and business model with their customers.
Learn more: www.everlane.com
TEAM TO-DO
CONVERSATION-STARTERS
Honest Products
How can we better share information
about our products, as well as our
social and environmental impacts, to
empower customers in their decision-
making?
Clear Efforts
Could we be more open about our
challenges to become more socially
& environmentally responsible?
Could we engage our ecosystem and
find solutions together?
Brand Activism
What cause do we champion to have
an impact beyond our walls? Are we
clear on our purpose and values —
and true to both? Are we prepared to
take a public stand in alignment with
our beliefs?
#4BE RADICALLY TRANSPARENT
BRAND ADVOCATES OPEN INNOVATION CUSTOMER ENGAGEMENT

16. – Map our extended communities: team, customers, suppliers, partners, investors, etc.
– Assess & evaluate our diversity across this ecosystem
– Discuss how we are interacting with, impacting, and empowering our communities
Did you know that educating girls can have a greater environmental impact than electric
vehicles or solar panels?* Unsurprisingly, people are at the heart of climate change —
and accordingly, societal initiatives are at the heart of many of our most promising paths
forward. Community-oriented efforts, locally-grounded approaches and overall reductions
of inequality all help reverse global warming.
People are at the heart of business as well, and putting people first drives top and bottom
line results. Companies that are more diverse, and have more human-centered cultures
outperform their peers.**
Kickstarter is the world's largest crowdfunding community for creative projects.
In 2015 they re-incorporated as a Public Benefit Corporation, committing to
consider their value to society, not only shareholders. They now commit 5% of
their annual after-tax profit to arts and music education, and to organizations
fighting to end systemic inequality.
More info on: https://www.kickstarter.com/charter
TEAM TO-DO
CONVERSATION STARTERS
Local Ecosystems
How do we empower our local
communities? What is our
contribution to a win-win relationship
we’d like to develop as part of this
ecosystem? What connections can
we facilitate between others?
Peer-to-Peer
Could we leverage the sharing
economy to encourage access over
ownership, while creating meaningful
connections and building a stronger
community?
Inclusion Wins
How can we promote ethnic, racial
and gender diversity in and around
our organization? How might we
expand our community of
collaborators, partners, customers for
more diversity and inclusion ?
#5BUILD COMMUNITY
COMMUNITY ENGAGEMENT CUSTOMER’S WORD OF MOUTH STRONGER TEAMS

17. – Map the people in our network that are experts or activists in sustainability, or are passionate about our purpose
– List the quick-wins that come to mind when imagining a more sustainable version of our business
– Discuss creative ways that our business could raise awareness, engage our communities and make a difference
On Black Friday, Patagonia donates 100% of its sales to grassroots environmental
organizations. Last January, Beyonce challenged her 120+ millions fans to go vegan for a
chance to win free concert tickets for life. These are brave and unconventional moves.
As a business, we all have untapped resources that we can creatively leverage to
advance our sustainability efforts. How could we deviate the conventions of our industry,
leverage our brand, and gather our community to tackle the environmental challenges
ahead of us? Friends, customers, neighbors, celebrities: who in our network could help us
accelerate our sustainable transition?
TEAM TO-DO
CONVERSATION STARTERS
Earthathon
Could we gather our team,
coworkers, families and organize a
24h session to brainstorm jump-start
solutions to accelerate our
sustainable transformation?
Open Collaboration
Collaborating beyond industry silos
promotes holistic solutions to climate
change. Could we partner with a non-
profit, other businesses, a celebrity,
our local city government and join
forces?
#6
In 2018, Pokemon Go held a special event for Earth Day rewarding players with
a special prize for cleaning up their neighborhoods. The event, in partnership
with various local NGOs, gathered over 4,000 people at 37 events in 12 different
countries — and resulted in over 13,000 lbs of trash being collected.
Learn more: https://pokemongolive.com/en/events/earth-day/
BRING ALL YOUR POWERS
Deviated Symbols
How can the content we publish, ads
we purchase, conversations we host
promote sustainable lifestyles? How
can we co-opt shared experiences /
(e.g. Earth Day, Black Friday) to raise
awareness of overconsumption?
TEAM BUILDING OPEN INNOVATION IMPACT

18. – Review (or write) our statement of purpose, and outline the underlying values that support it
– Assess the alignment of our actions to our purpose and values. “Actions express priorities.”*
– Define how we can build a more transparent and proactive governance
Our past two financial crises demonstrated the vulnerability of businesses over-indexing
on financial metrics, and the resilience of those with a more balanced approach.* A
balanced business seeks alignment between what they believe in, what they do, and how
they behave. They prioritize longevity over hyper-growth, are focused in their purpose and
are uncompromising in their values. Collectively, their longer-term thinking points the way
to a more inclusive, more equitable and more ecologically sound world.
The advantages of balanced businesses are only expected to grow, as their principles
align with those of the Millennials who will represent 75% of the US workforce in 2025.
TEAM TO-DO
CONVERSATION STARTERS
Green Ops
How can our workplace inspire us to
more sustainable life- and work-
styles? Consider renewable energies,
remote work, zero-waste tactics,
carbon offsetting, etc.
Purpose in Action
What’s our contribution to a more
equitable and sustainable world?
How can our purpose be more
tangible and actionable for us and
our ecosystem?
#7BALANCE YOUR BUSINESS
Next-Gen Incorporation
Could we become a B Corp or a
Benefit Corporation in the U.S? Could
we commit to a sustainability
movement such as “1% for the
Planet”?
Both a B Corp and a Public Benefit corporation, Patagonia has pioneered the
idea of using business to do good. They have been transparent on their
processes, environmental impact and challenges to be me more sustainable.
Patagonia is also constantly striving to create a healthy work environment for
their employees: from on-site child care to surf lessons during work days.
More info on: https://www.patagonia.com/company-info.html
TALENT RETENTION COST SAVINGS TALENT ATTRACTION

19. Grab a pen.
We’re sharing some of our workshop templates so
that you can run your own session and make these
7 Principles relevant to your business. Get started.
WORKSHOP MATERIALS
19

20. 1
2
3
4
6
GET READY
5 min
To make the most of this
workshop, plan for 2 hours.
DISCUSS PRINCIPLES
45 min
ALIGN ON OPPORTUNITIES
10 min
TAKE A BREAK
10 min
DEFINE PRIORITY PROJECTS
45 min
WRAP UP
5 min
5
This workshop is designed to help startup teams:
– Have a productive, collaborative, structured, business-driven conversation about sustainability
– Collaborate & align on opportunities that are good for the planet, the people, and the bottom line
– Gain new perspectives & get creative about how to best leverage business to fight climate change
– Turn conviction into actionable projects
A small diverse group of coworkers (3 to 5 people max). Make sure your group is diverse.
Think age, gender, backgrounds.
2 hours to make the most of it. You can also organize the workshop around two lunches.
Post-its, pens & templates. You can download printable versions here.
A nice, quiet spot. And maybe some snacks.
This deck on a laptop.
WORKSHOP GUIDELINES
WHAT YOU’LL NEED NEED

21. 1
2
3
4
6
GET READY
5 min
To make the most of this
workshop, plan for 2 hours.
DISCUSS PRINCIPLES
45 min
ALIGN ON OPPORTUNITIES
10 min
TAKE A BREAK
10 min
DEFINE PRIORITY PROJECTS
45 min
WRAP UP
5 min
5
Let’s do this!
Grab a chair and go through the below check-list to make you sure you are set up for success.
Go around the table so that each of you can share hopes & concerns about the session.
Take a minute to quickly review the next steps on the left so that you know what’s
coming.
Define a “parking lot” white board or piece of paper to park great ideas that will come up
but are probably a 2hr conversation in themselves.
Set a timer, let’s go.

22. 1
3
4
6
GET READY
5 min
To make the most of this
workshop, plan for 2 hours.
ALIGN ON OPPORTUNITIES
10 min
TAKE A BREAK
10 min
DEFINE PRIORITY PROJECTS
45 min
WRAP UP
5 min
5
2 DISCUSS PRINCIPLES
45 min
Go through each principle and spend 5 to 10 minutes discussing it as as team.
You can use the templates below to make sure you get to the matter of it. Fill out one card per principle.
NOTES
PRINCIPLE:
#
RELEVANCE FOR OUR BUSINESS
OPPORTUNITIES
Discuss Team-to-do’s and Conversation Starters .Write down what resonates.
What are we already doing in this area? What about the rest of the industry?
Where do we see opportunities? What assets or current initiatives could we build on?
NOTES
PRINCIPLE:
#
RELEVANCE FOR OUR BUSINESS
OPPORTUNITIES
Discuss Team-to-do’s and Conversation Starters .Write down what resonates.
What are we already doing in this area? What about the rest of the industry?
Where do we see opportunities? What assets or current initiatives could we build on?

23. 1
2
4
6
GET READY
5 min
To make the most of this
workshop, plan for 2 hours.
DISCUSS PRINCIPLES
45 min
TAKE A BREAK
10 min
DEFINE PRIORITY PROJECTS
45 min
WRAP UP
5 min
5
3 ALIGN ON
OPPORTUNITIES
15 min
Resonated the most
with my conviction
Would resonate
with our clients
Would resonate
with team & talents
Could boost
our growth
And the
winner is
#1 FIGHT OVERCONSUMPTION
Service vs Product
Customization
Life-long Products
#2 TURN CIRCULAR
Recommerce
Ressource Recovery
Circular Designs
#3 SOURCE FOR GOOD
Production Clean up
Supply Chain for Good
Responsible Logistics
#4 BE RADICALLY TRANSPARENT
Honest Product
Clear efforts
Brand Activism
#5 BUILD COMMUNITY
Local Ecosystems
Peer-to-Peer
Inclusion Wins
#6 BRING ALL YOUR POWERS
Earthathon
Open Collaboration
Deviated Icons
#7 BALANCE YOUR BUSINESS
Purpose in Action
Green Ops
Next-Gen Incorporation
Complete this table. How to rank? Count: 0 for “not really” or “does not apply” / 1 for “maybe” / 2 for “definitely”.
Then, write down on 3 different post-its your top 3 “winners”. Feel free to add new opportunities you identified.

24. 1
2
3
6
GET READY
5 min
To make the most of this
workshop, plan for 2 hours.
DISCUSS PRINCIPLES
45 min
ALIGN ON OPPORTUNITIES
10 min
DEFINE PRIORITY PROJECTS
45 min
WRAP UP
5 min
5
4 TAKE A BREAK
10 min
Stay productive. Grab a glass of water, stretch. You got 10 min.

25. 1
2
3
4
6
GET READY
5 min
To make the most of this
workshop, plan for 2 hours.
DISCUSS PRINCIPLES
45 min
ALIGN ON OPPORTUNITIES
10 min
TAKE A BREAK
10 min
WRAP UP
5 min
5 DEFINE
PRIORITY PROJECTS
45 min
As a team, compare & discuss “winner post-its”. Select the ones you converge on or really want to act on.
For each of these, start brainstorming tangible project ideas and identifying quick-wins or strategic investments.
Decide on a project manager and next steps. Use a different board for each “winning opportunity”.
OPPORTUNITY:
HIGH IMPACT
EASY TO
IMPLEMENT
HARD TO
IMPLEMENT
STRATEGIC
INVESTMENT
QUICK-WIN
LOW IMPACT
PRIORITY PROJECTS
Where do we start? List quick-wins & strategic investment project ideas.
Who’s in charge? Who should we include in the next steps?
Brainstorm potential projects ideas. Give them a name & place them on the map below.
NEXT STEPS
What are immediate next steps? Are there important company dates or milestones we
should have in mind?
TEAM & RESOURCES

26. 1
2
3
4
6
GET READY
5 min
To make the most of this
workshop, plan for 2 hours.
DISCUSS PRINCIPLES
45 min
ALIGN ON OPPORTUNITIES
10 min
TAKE A BREAK
10 min
DEFINE PRIORITY PROJECTS
45 min
5
WRAP UP
5 min
6
Congratulations. You made it through!
Here are some suggestions to wrap up your session.
Quickly review the work you just did: completed opportunity boards, ideas in parking
lot.
Discuss next steps: Where do we take this work? How do we track progress? When
should we regroup & check-in on this? Could we integrate it to existing weekly or
monthly meetings/routines?
Make sure you commit to the next steps you just wrote down.
Go around the table one last time & share with everyone your biggest takeaway from
this session.

27. We’d love to hear from you.
Do you have feedback or want to share your story
and inspire others?
GET IN TOUCH
19

28. HOW CAN WE HELP?
If you’re interested in running a workshop together to bring ‘Green-Launching,
7 Principles to connect growth & sustainability’ to life, would like to share
more inspiring examples, or join forces to build an extended, interactive version
of this deck, please drop us a line.
Mawuena Tendar
mawuena@standardd.co
San Francisco, USA
Lara Pagnier
lara@standardd.co
Geneva, Switzerland

29. ABOUT US
Standard Deviation works at the intersection of customer-centricity and
sustainable transformation.
We take people’s exponential appetite for sustainable living seriously and help
businesses launch offerings that are exciting for people, beneficial to the bottom
line and good for our planet.
Yes, the planet is in need of intensive care. And, we’re optimists. We’ve always
worked alongside entrepreneurs, and believe that your boldness and ability to
redefine standards will help us shape a more sustainable world.
Visit us at www.standard-deviation.co

30. RESOURCES
22
Our facts, checked.
Links to additional readings.

31. SOURCES
ABOUT OUR INTRODUCTORY BUSINESS CASES
ABOUT THE 7 PRINCIPLES
ALESCA LIFE
https://unreasonablegroup.com/companies/alesca-life/
REFORMATION
https://www.thereformation.com/pages/sustainable-practices
BACKMARKET
https://sustainablebrands.com/read/behavior-change/new-
campaign-rallies-iphone-6s-users-against-planned-obsolescence
OATLY
https://www.oatly.com/uploads/attachments/
cjp9gpbd709c3mnqr8idyecwy-sustainability-report-2017-eng.pdf
BEN & JERRY’S
https://www.benjerry.com/about-us/sear-reports
INTERFACE
https://www.interface.com/US/en-US/campaign/climate-take-
back/Climate-Take-Back
NATURA
https://naturaeco.com/report-natura-eco-en-v1.pdf
NEBIA
https://www.kickstarter.com/projects/nebia/nebia-shower-better-
experience-70-less-water
OHOO
http://www.skippingrockslab.com/
FIGHT OVERCONSUMPTION
Carbon emissions per capita: https://data.worldbank.org/
indicator/EN.ATM.CO2E.PC
TURN CIRCULAR
Circular economy stats: https://www.circularity-gap.world/
SOURCE FOR GOOD
Supply chain emissions: https://www.mckinsey.com/business-
functions/sustainability/our-insights/starting-at-the-source-
sustainability-in-supply-chains
BE RADICALLY TRANSPARENT
Customers & transparency: https://www.labelinsight.com/hubfs/
2016_Transparency_ROI_Study_Label_Insight.pdf
BUILD COMMUNITY
Girls Education & climate change: https://www.drawdown.org/
solutions/women-and-girls/educating-girls
BALANCE YOUR BUSINESS
Millennials in the workforce: http://www.pewresearch.org/fact-
tank/2018/04/11/millennials-largest-generation-us-labor-force/

32. Talk soon.
Visit us at www.standard-deviation.co
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