3) Does it make sense for a start-up to focus on sustainability already?
“A start-up does not have to change an existing policy, for example the car policy. It can implement the sustainability policy right away,” says Katleen Vandersmissen of HERAN Partners. “The main challenge in a small company is that it can't hire anyone to work on that. So, it's looking for what has impact on the business. We have hardware companies in our portfolio that use precious metals. By asking how that production chain is put together, you trigger other questions, and they come up on the agenda. At first glance that may seem less useful, but then when suddenly the war in Ukraine creates a supply chain crisis and precious metals prices skyrocket, it's very relevant.”
It has to be more than just a check mark on a new label. - Charlotte Vandierendonck, Studio D
4) How do I avoid cherrypicking?
Cherrypicking means that a company picks out the easy-to-implement sustainability actions, but doesn't look at their impact. Charlotte Vandierendonck of Studio D recognizes that danger, but she says that sustainability legislation is now becoming so extensive that companies no longer have a free pass to do anything.
Besides legislators, customers and investors, young people are also increasing the pressure on organizations, says Katleen Vandersmissen. “Younger employees find sustainability important and put that on the agenda. I also notice this internally. Our exit strategy also plays a role. The intention is that our start-ups will later find shelter in a larger company, and then those questions about sustainability come back. But it is also important for myself. I want my children to still be able to live on a green planet.”
5) Should I measure my carbon footprint?
For an SME, measuring its carbon footprint is quite a challenge, explains Charlotte Vandierendonck. “You have to convert your energy consumption, your materials consumption and your purchases into a carbon footprint. Not every company has the time and resources to do that.” Such a measurement can be a starting point, but you especially need to ask how relevant it is for a small organization, suggests Katleen Vandersmissen of HERAN. “For a lot of our start-ups, for example, it's not relevant because their footprint is that of an average family. It's better to ask where you can make an impact.”
Start-ups that will later bring a product to market do benefit from thinking about sustainable materials, circular design, and economical and green energy use as early as possible. That way, when they get a growth spurt, they'll get that right the first time.
6) How useful are tools and labels?
For its sustainability journey, HERAN developed a risk tool and an impact tool with the help of Studio D. The start-ups in HERAN's portfolio can use them, and they are useful tools for assessing new companies.
In addition to tools, there are more and more labels. The B Corp sustainability label, for example, is highly regarded. Some large companies set scientifically measurable goals to reduce their emissions. “And for companies with a production chain, there is Ecovadis,” adds Charlotte Vandierendonck. “I think B Corp is a good model because it looks at the entire company and gives a transparent rating that consumers can see. It does require a lot of commitment from a company. There are numerous systems, which can be a little confusing. You have to know what you want to use it for and what impact you wish to make with it. It has to be more than just putting a check mark on a new label.”
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