The Green and Inclusive Growth Principles 1.

October 2022 1
Green and Inclusive Growth is…
Creating profit from revenue steams that reduce
or avoid negative impact on people and planet.

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Green Growth is possible

Eden Lab©
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The Five
Principles
Sustainable Value
Proposition Transform Business
Model
(SVP)

Green and
Inclusive
Growth
Spark the World’s Redesign the
Imagination Ecosystem

Sustainable Customer Experience

(SCX)

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 1. Sustainable Value Proposition: Does not feel like a compromise

Contrary to popular
opinion, a sustainable value
proposition doesn’t have to
make sustainability the
hero.

In this example BackMarket

puts the value or cost
benefit first. Carbon
second. It doesn’t mean
carbon and supply chain
slavery aren’t being reduced
- its just they’re not the
primary motivator for the
majority of people.

2. Transform Business Model:

Green growth starts from deep within the business. Starting at the
communications create greenwashing risk.

IKEA’s ambition is to be circular and

climate positive by 2030

• Assessed products
• Design roadmaps
• Standardisation
• Renewable materials
• Circular services

Also, investing in:

• Renewable energy
• Recycling plants

 3: Redesign the Ecosystem: Green growth is enabled by rethinking

the whole value chain not just one part of it

Traditional Vinted’s
vs.
Value chain Value chain

Design Brands
Raw Materials People
Production Posting old clothes
Marketing Scrolling

Sales + distribution Sales + Distribution

Logistics Automated Logistics
Landfill Recommerce

4: Sustainable Customer Experience: Integrating

sustainable choices into the entire customer journey

While you’re shopping for new

fashion, Changingroom’s Eco-
Index shows you a curation of
pre-loved items that match
what you’re looking at.

The service is enabled via an

extension to your chrome
browser, intervening directly
in the buying journey.

5. Spark the world’s excitement: Inspire people to make

greener more inclusive choices, don’t just shame them

People need to move, let them

move cleanly.

To see a Cake bike is to glimpse an

exciting clean green future - a
world that struggles to be born.

Their electric motorbikes are

made with carbon positive steel.
They intend to make the world’s
first fossil-free vehicle by 2025.

Five principles, five questions to help you frame it

The Principle The Useful Questions

Sustainable Value Proposition - SVP What is the right hierarchy of benefits for your sustainable value proposition?

What would it mean for your business to transform to a Green Growth business
Transform Business Model
model?

How might you need not just to change yourself but the ecosystem you are a part
Redesign the Ecosystem
of and who in your value chain will join you on that journey?

How might you integrate sustainability across the customer journey, through
Sustainable Customer Experience - SCX
nudges, choice editing and helpful interventions?

Spark the World’s Imagination How might you tell your story in a way that sparks the world’s imagination?

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What we do

We make big companies more sustainable

and sustainable companies bigger

#EcoCapitalist

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How we help

We help you capture green inclusive growth

We assess your Green Growth maturity and We give you a clear road map We design and validate new sustainable
sustainability credentials through for a demand-led transition to propositions, products and business
customers’ eyes Net Zero models

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 Our Mission

To remove 5 megatons of C02e from

the atmosphere over the next 5 years
leaving no one behind.

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Leo Rayman, CEO

Eden Lab
Leo@edenlab.co

6th Floor, Charlotte Building

17 Gresse Street
London W1T 1QL

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