5 insights from our conversation:
1. The reset of becoming parent
Becoming a father was a moment of reflection. You start asking yourself ‘What am I doing? Why am I doing it?’ It’s a moment when you implement many changes in your life. A pivotal moment that had them start their own business.
It became a defining moment for their product focus as well. Mothers go through a similar same phase, of course protecting their child from bad chemicals entering their body. But also looking at themselves and their responsibility in the world. They start to make different decisions
INSIGHT
Parenthood has a big positive impact in living a more purposeful life for yourself, for your loved ones and for the planet.
2. Sustainability is not complicated
Creating a sustainable product is not complicated at all. It might take a bit longer. It might not exist yet. It might just be a bit more expensive to make. Might take a bit longer to produce and take more energy. But it’s not complicated at all. You just have to do it.
INSIGHT
Creating sustainable products is a simple matter of making it a priority.
3. Doing what’s only normal
They just do what feels right, without making it a big deal or being ideologic. It’s ridiculous to see many shower gels containing micro-plastics and baby wipes made of plastic fibers. Of course you don’t want that in your body or in the environment.
Many people are astonished when hearing about the plastic in a lot of skincare products. It’s rather strange to create these kind of products, like many other brands are doing. Instead, creating natural products feels like it’s an only normal thing to do.
INSIGHT
Creating change is not about ideology or promoting a big dream. It’s about having people rediscover normal.
4. Light and dark green consumers
Naïf targets so called ‘light green’ consumers. Dark green consumers are those who create their own deodorant or mascara. Of course they are free to use Naïf products as well, but they’re definitely not their target audience. Instead they target an emerging group of light green consumers. People who are not extreme but are looking for products that are simply good for them and for the environment..
INSIGHT
There is a huge group of consumers who aren’t activistic in nature but combined have tremendous buying power to change the world.
5. Entrepreneurs enjoy helping each other
Although not in a formal network, they are in close contact with inspiring sustainable Dutch brands such as Dopper, Yoni, Seepje, Mud Jeans. The Stichting DOEN Foundation is also creating a platform support social and sustainable companies they participate in.
These entrepreneurs happily share experiences: Naif is in the process of becoming B-Corp certified and is getting advice from Yoni and Seepje who jumped through all hoops before and are B-Corp already.
INSIGHT
When facing a challenge, simply contact likeminded entrepreneurs who’ve been there before. Whether they’re just starting out, or already 10 steps ahead. People on the same mission are open and happy to help.
