An Invitation to Rethink Green & Drop Mainstream Misconceptions

The prevailing model for sustainable business is failing. We're chasing flawed ESG scores and celebrating minor waste cuts while global circularity is in freefall. This path of greenwashing and reliance on subsidies is a dead end.
We invite you to a more powerful paradigm: Green Revisited by Consumer-Value.
The core insight is a radical flip: Stop selling "green." Start selling undeniable Customer-Value that is inherently sustainable. But the old playbook is obsolete. We must ask tougher, more strategic questions:
Why is circularity thriving in B2B but fading in B2C? The answer lies in lack of (tangible) Value. The biggest financial wins aren't in marginal efficiency gains; they are in new revenue models—resales, leasing, and deposits—that build loyalty and profit.
What if public procurement, not subsidies, became the ultimate lever? Every government purchase could mandate circular principles, create guaranteed markets and scale viable businesses overnight.
And critically, can we accept that we can't consume our way out of this crisis? The endless pursuit of GDP non-Green growth is the root problem. The future belongs to those who make circularity their profitable core, not a costly add-on.
It's time to move beyond idealism. The goal should be clear: we need to double global circularity to meet our climate targets while producing MORE to achieve this goal. The question is, will we build the profitable, value-driven businesses to get us there?
Are you ready to Revisit Green?