FIGHT 01

OVERCONSUMPTION
CHALLENGE
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 generated by a citizen of Bangladesh. Every
aspect of our daily life is problematic: transportation, housing, food,
fashion, technology & equipment.

We need to rethink how much we consume and how much we waste. To

be on target for the Paris Agreement, we need to cut our average
individual carbon emissions by more than 80%!

GOOD NEWS
Consuming more doesn’t make us happier. More & more companies
encourage us to consume less but better, allowing us to regain power as
a consumer: renting over buying, sharing over multiplying, quality over
quantity, fixing over disposing.

WHAT’S AT PLAY FOR THE FOOD INDUSTRY?

– Overproduction & stock management
– Food waste
– Encourage consumers to consume ‘less but better’
– Optimise direct operations (energy / transport)
– Optimise the entire value chain (energy / transport)
INSPIRATIONS
‣ Laurent Petit obtained a
3rd Michelin star having
made his “cooking-out”,
through a radical
rethinking of his supply
chains: exclusively local
and low on meat.
‣ The Best Western
Opéra Liège is the very
first hotel free from
Blue
single-use plastics in
France. This is equivalent
to 24 000 plastic bottles
Bottle
and 16 000 plastic bags.

KEY DATA

IF FOOD WASTE CO2 FOOTPRINT OF A IN FRANCE, A LAW TO

WERE A COUNTRY = MEAT-EATER IS 2X FIGHT FOOD WASTE
3RD LARGEST THAT OF A AND SUPPORT A
EMITTER GLOBALLY VEGETARIAN CIRCULAR ECONOMY
WAS VOTED IN
DECEMBRE 2019

TO GET STARTED

‣ How can we reduce our energy consumption & Co2 emissions

in our direct operations ? What about reducing waste in our
studios?
‣ How can we help our clients embrace a "less is more”
approach?
‣ How can we extend the life cycle of the products we design?
‣ How can we help our clients inspire low carbon lifestyles?
TURN 02
CIRCULAR
CHALLENGE
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, then 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)
are sent to landfill.

GOOD NEWS
Circular models close the loop, creating more efficient, regenerative
businesses. It’s an immense business and innovation opportunity:
recommerce platforms transform a product’s end of life; resource recovery
transforms waste into resources; and circular design can dramatically
improve material flows. According to the Ellen Mac Arthur Foundation, the
Circular Economy is a trillion-dollar business opportunity.

A circular economy would also create more than 300,000 new jobs in
France according to the government’s roadmap.

WHAT’S AT PLAY FOR THE FOOD INDUSTRY?

– Waste recycling & upcycling
– Use of repaired / refurbished / recycled materials
– Eco-design & circular design
– Sharing economy
– Functional economy
INSPIRATIONS
‣ Toast Ale fights food
waste with beer made
from surplus bread also
saving on emissions and
water used to produce
barley. Toast is known
to collaborate with
other beer companies to
create limited-edition
brews.

‣ Les Alchimistes offer

hyper-local composting
services for homes,
restaurants and local
authorities. In line with
a French law on
biowaste upcycling
coming into effect in
2025, their full stack
offering includes setup
of compost facility to
pickup and upcycling of
biowaste.

FYI

TO GOOD TO GO HAS BORDEAUX’S 110 000 WASHING A REUSABLE

BUILT A NETWORK OF HECTARES OF VINEYARDS GLASS BOTTLE WITHIN
NEARLY 50 000 GENERATE BIOMASS A 300KM RADIUS = -80%
RESTAURANTS, WHICH COULD HEAT 50% GHG EMISSIONS THAN
WHICH RESELL OF THE CITY’S RECYCLING
ABOUT TO GO OFF INHABITANTS
FOOD IN ‘MAGIC BAGS’

TO GET STARTED

‣ What do we consider as waste in our operations? What

would going "zero waste” mean for our business, for our
collaborators in the office?

‣ How can we use more refurbished and upcycled products?

‣ How can design / tech help facilitate new behaviors? Rent

instead of buying, fixing instead of discarding?

‣ How can we help our clients accelerate our global transition

to a circular economy? What could our circular offerings be?
SOURCE 03
FOR GOOD
CHALLENGE
On average, a business’ GHG footprint is more than 5x higher in its
supply chain (Scope 2&3) than its direct operations (Scope 1). For
instance, a bike’s emissions are mainly linked to its production such as the
footprint of the tyre, paint and breaks manufacturers and suppliers.

GOOD NEWS
Through its supply chain, businesses have capacity to exert huge
influence. For example on sustainable packaging, carbon emissions and
ethical practices.

At every level, from the coffee machine to the procurement department,

when you choose suppliers who measure, disclose and act on their social
& environmental impacts, you help reshape businesses beyond your own.

WHAT’S AT PLAY FOR THE FOOD INDUSTRY?

– Traceability & supplier assessment
– Ethical sourcing & fair purchasing
– Low-carbon logistics & transport
– Support local economy & local partners
– Support agro-ecology (wine growing / agriculture at scale / vegetable
production)
INSPIRATIONS
‣ Through its online deli,
Super producteur
supports a local and
decentralised
economy, nutritious
food and the transition
of farmers to
agro-ecological
practices.

‣ During Covid, Diner

pour le Climat showed
it is possible to cook
and deliver a high-end
menu which both
regenerates soils and
biodiversity, while
paying fair salaries for
producers, cooks and
delivery staff. Delivered
to your door.

FYI

PATAGONIA’S DIRECT WHILE THE EU HAS 25% OF BIODIVERSITY

OPERATIONS EMIT 3,617
TONS OF CO2 PER YEAR,
AND 37 TIMES MORE
(137,000 TONS) IN ITS
SUPPLY CHAIN
REDUCED ITS CO2 ON EARTH IS FOUND IN
EMISSIONS BY 15% SOILS
SINCE 2010, ITS
AGRICULTURE-RELATED
EMISSIONS HAVE RISEN
BY 5%

TO GET STARTED

‣ How can we use our purchasing or partnering power to propagate

our values?

‣ And how might we educate our customers along the way through
our curation and influence?

‣ How do we support and and shine a light on engaged suppliers

and partners? And steer clear of those with dubious practices?
‣ How do we include these considerations in our day-to-day
business?
BE RADICALLY 04
TRANSPARENT
CHALLENGE
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?

GOOD NEWS
Some companies are choosing to empower their customers in their
decision-making with “radical transparency” — revealing their production
techniques, pricing models, carbon footprint, working conditions,
compensation, and even political activism.

By being honest about their triumphs as well as their challenges, these

companies are contributing to a more honest economy. Most find they
are rewarded with more resilient relationships with their customers.

WHAT’S AT PLAY FOR THE FOOD INDUSTRY?

– Climate, environmental & social impact communication & tracking
– Product traceability
– Honesty & communication on challenges, efforts & results
– Education and transparency for customers
– Corporate & brand activism
INSPIRATIONS
‣ Omie & Cie have rebuilt
food supply chains based
on regenerative farms.
They display who earns
what in its value chain for
customers to see: raw
materials, producers,
margin, agro-ecological
contribution, etc..
‣ 'C'est qui le patron' a
cooperative successfully
connects consumers to
producers thanks to
transparent
communication. Results
are: more ethical and
responsible consumption,
fairer pay for producers,
and educated and
engaged consumers..

FYI

90% OF CONSUMERS
SAY THEY ARE LIKELY
TO BE MORE LOYAL TO
TRANSPARENT
BRANDS
YUKA, THE FOOD & SINCE 2017, TCFD HAS
COSMETICS RELEASED STANDARDS
SCANNING APP HAS TO HELP COMPANIES
BEEN DOWNLOADED DISCLOSE
30 MILLION TIMES CLIMATE-RELATED
FINANCIAL RISKS

TO GET STARTED
‣ What does “radical transparency” actually mean for our
business?
‣ Which parts of our industry are still too opaque today? What
messages and movements could we support or accelerate?
‣ What can we help our community understand more
effectively?
‣ Could we take a public stand on our beliefs? What causes do
we champion when engaging with our partners and clients?
Are we clear on our purpose and values — and true to both?
BUILD 05
SOCIAL JUSTICE
CHALLENGE
Our social & environmental crises are deeply intertwined. Our current
model of overconsumption & unchecked capitalism is only made
possible by the exploitation of nature, and also of people — think
extremely precarious employment, inhumane working conditions and
even slavery.

Adding to the injustice, the consequences, from pollution to

droughts, are disproportionately felt by the less privileged.

GOOD NEWS
When we fight inequities & inequalities, we fight both the cause & the
symptoms of the ecological crisis. Next-economy companies understand
that they have a critical role to play in reducing systemic inequities and in
actively building social justice. They put people first, invent new models
of ownership, build diverse teams and celebrate cultures of inclusion,
respect & well-being. This allows them to benefit from empowered,
collaborative, resilient workforces.

WHAT’S AT PLAY FOR THE FOOD INDUSTRY?

– Injustice & human exploitation in agriculture and hospitality
– Fair-trade & local communities empowerment
– Diversity & Inclusion in own teams & partners (disabilities, sexual
preference, ethnic and social background, etc.)
– Workers ownership & well-being
– Rehabilitation through agriculture and hospitality
INSPIRATIONS
‣ Meet my mamma is a
hybrid model: part
delicatessen, part
training school. Its
mission is a talent
enhancer for ‘mammas’
from all over the world:
all ages, all backgrounds.
‣ Miimosa is a
crowdfunding platform
Refugee
for agriculture and food
systems. More than
E35M have been
invested in 250 000
food
private projects.
festival

FYI

IN FRANCE, EVERY 2 BELONGING TO THE 95% OF FRENCH

DAYS A FARMER 1% MEANS THAT YOU PEOPLE EXPECT
COMMITS SUICIDE. EARN MORE THAN COMPANIES TO BE
29K EUROS PER YEAR COMMITTED TO SOCIAL
IMPROVEMENTS.

TO GET STARTED

‣ What does actively building social justice mean for our company?
How can we reinforce its practice inside and outside the
business?
‣ How diverse and inclusive is our internal culture today? What
about our suppliers’?
‣ How can we promote and empower diversity in the way we do
business (gender, social & ethnic bagckgrounds.. )?
‣ How can we fight against systemic inequities and reduce
inequalities in our teams and communities?
BALANCE 06
YOUR BUSINESS
CHALLENGE
Picture concentric circles. In the center is our economy, the next ring is
our society, and the outer ring represents our planet. Our economy
depends on humans who themselves depend on natural ecosystems. It’s
a simple set of truisms, yet we persist in using exclusively financial
metrics to evaluate our economies, our companies and our own work.

It’s no wonder that we are increasingly questioning the purpose and true
value of our jobs.

GOOD NEWS
Legislation is increasingly supporting companies in monitoring a triple
bottom line: economic, social & environmental. Better still, for thousands
of companies, putting planet and people right next to profit is not new.
Certified B Corps, for example, proactively work to align their values &
business models. The cherry on top: these businesses are appealing
to millennials “born in the climate crisis”, who will represent 75% of the
workforce by 2025.

WHAT’S AT PLAY FOR THE FOOD INDUSTRY?

– Corporate mission statement & written commitments
– Gouvernance & new metrics
– Company culture & workers’ development
– Employee empowerment and support of their personal activism and
commitments
INSPIRATIONS
‣ 70% of Danone’s global
sales are now covered by
B Corp certification,
aiming to be fully
certified across all
entities by 2025.
‣ Every lunchtime, 2
employees from La
Ruche Qui Dit Oui cook
for the whole team,
bringing the company’s
values to life:
democratise access to
locally-sourced foods.

FYI

B
B CORPS IN THE UK = 88% MILLENIALS A QUARTER OF
+14% TOP LINE WANT A BETTER FRENCH EMPLOYEES
GROWTH PER YEAR WORK / LIFE BALANCE VOLUNTEER IN THEIR
SINCE CERTIFICATION FREE TIME

TO GET STARTED

‣ How could we add climate, environmental & social metrics to our

performance evaluation?
‣ Do we have a (written) purpose, as in societal purpose? How is it
tangible for our teams? For our clients? And for the public at large?
‣ How do we give more space to nature and soils in our culture?
What about our metrics? Our values?
‣ How can we support our teams in their civic or volunteering
engagement and activism?
RECONNECT 07
TO NATURE
CHALLENGE
After decades of living in an industrialized world, with over 50% of us
living in urban areas, we have completely disassociated ourselves from
nature. In Western culture, the 50’s marked an acceleration in this trend:
the more disconnected from nature we were, the more ‘modern’ we
thought we’d be. This was a turn for the worse: research shows that time
in nature makes us happier and healthier. Further, better observing &
understanding natural ecosystems is a prerequisite to solving our climate
crisis and halting the mass extinction of species — including our own.

GOOD NEWS
Nature’s default mode is regeneration. We now know that we can
rehabilitate natural ecosystems, restore biodiversity, and build back
healthy soil. In addition to providing more nutrient-rich food, healthy soil
is the biggest carbon sink we have on Earth. Regardless of whether they
are linked directly to the soil, tomorrow’s companies are going beyond
sustainability to build regenerative models.

WHAT’S AT PLAY FOR THE FOOD INDUSTRY?

– Role of hospitality in reconnecting individuals with nature
– Upskilling and promotion of new practices across the sector
– Regeneration of natural ecosystems damaged by agro systems and
tourism
INSPIRATIONS
‣ Hectar, launched in
2021, is the largest
agricultural campus in
Europe, backed by Xavier
Niel. It aims to connect
businesses to the
agro-ecology transition
‣ Airbnb and Miimosa, the
farmer-centric
crowdfunding platform,
have teamed up to
support farm-based
tourism. The partnership
has given a visibility
boost to farm-based
accommodation &
experiences.

FYI

A GLOBAL SWITCH TO 25% OF BRITISH SPENDING OVER 120

TO REGENERATIVE CHILDREN DON’T MINUTES A WEEK IN
AGRICULTURE COULD KNOW THAT FRIES ARE NATURE IMPROVES
CAPTURE MOST OF MADE FROM MENTAL AND
OUR CO2 EMISSIONS POTATOES PHYSICAL HEALTH

TO GET STARTED

‣ How can we help our customers, our partners and our teams
reconnect with nature?
‣ How dependent is our business to raw materials? What is our link
direct or indirect to soils, oceans, living systems?
‣ How could our business contribute to ecosystem regeneration?