Innovation in Action November

This month, a strong identity goes a long way. Startups like Just Water and Fill are not just launching one-off sustainability initiatives – they strive to be wholly sustainable from top to bottom, from investing in local communities to selling plastic-free accessories.

Elsewhere, Cerebelly’s baby food is founded by a neuroscientist and tailors everything according to an infant’s neurological development, while Better Considered has built an entire business model around a social purpose, helping disabled individuals find fulfilling work. More established companies that have already made a name based on their strong identity – such as Oatly, Ugly Drinks and Ecover – are expanding by staying true to their roots, while appealing to new audiences. Meanwhile, big brands continue to test the waters with trial-runs of meat alternatives and waste-saving materials (Pizza Hut) and in-store vertical farms (M&S).

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