Designing the lifestyle we all want: Key takeaways from the C2C Certified® Webinar

The session opened with an exclusive sneak peek at the film “A Form of Good,” presented by Alexander Eckert from Vanduer and produced in collaboration with Rejell and SPARK MEDIA Foundation. Alexander shared the creative journey behind the documentary, emphasizing the need for storytelling that celebrates life, creativity, and positive change. Drawing on references like Yuval Harari, Alexander highlighted how compelling narratives that balance facts with hope can unite people around a shared vision and inspire collective action. Companies were encouraged to communicate sustainability as an ongoing journey, not just a destination. 

Elwyn Grainger-Jones and Ren DeCherney led a fireside chat unpacking the philosophy behind Cradle to Cradle Certified® and its role in eliminating waste and advancing circularity. Elwyn outlined the five core categories of the C2C Certified® Full Scope standard, while explaining the flexible certification structure. The conversation explored the business case for certification, including ethical motivations, business growth opportunities, consumer demand for sustainable products, talent attraction and risk management – emphasizing the value of third-party verification in combating greenwashing.  

Ren and Elwyn also addressed the “values-action gap”: the challenge of consumers wanting sustainable products but not always acting on those values. Elwyn emphasized that digital platforms and data accessibility are making it easier for consumers to identify and purchase sustainable products, bridging the gap between values and actions by providing accessible information at the point of decision. Ren shared examples from the built environment sector where sustainable products have become standard and price differentials have disappeared, illustrating the potential for market transformation through increased demand and supply of certified products. 

The event concluded with a panel of changemakers moderated by Nienke, featuring Christina Flindt Bjerg Albæk from glerups, Alison Partie from L’Oréal, and Alberto Martínez Lopez from Andreu World. Each panelist shared their company’s journey with Cradle to Cradle Certified®:  

• glerups: Christina discussed the company’s commitment to sustainability and how obtaining the Cradle to Cradle Certified® certification provided third-party validation, streamlined documentation for retailers, and enabled the company to confidently communicate its values across all platforms. She highlighted the importance of transparency and the positive impact of certification on their brand.  

• L’Oréal: Alison showcased the company’s refill-at-home model, which reduces packaging waste, and detailed how the company communicates certification achievements through both retailer platforms and direct-to-consumer channels. She emphasized the importance of providing consumers with sustainable choices. 

• Andreu World: Alberto highlighted Andreu World's commitment to circular economy principles, and discussed the company's efforts to engage designers and clients through open communication, design challenges, and transparent sharing of their sustainability principles. He emphasized the importance of designing products that can be easily disassembled and repaired, ensuring they remain in use for as long as possible.   

Across the board, panelists emphasized the importance of authentic storytelling, using certification as a trust-building tool, and tailoring messages to different audiences, with examples including linking to certification documents, leveraging awards, and integrating sustainability narratives into product marketing.