Nachhaltigkeit nach Corona

After Corona is back to sustainability

Like so many other things, sustainability was put on hold during the peak of the pandemic and the few who emphasized their local supply chains during the massive restrictions were outnumbered and did so less out of a concern for possible Co² reductions. There were simply more important things.

Now, on the way to the „new normal“, sustainability is making its way back into the Trend Topics. There are several reasons for this: on the one hand, there is the big discussion in Germany about the new legislation on supply chains (read our INSIGHTS here), on the other hand, there are prominent companies such as Apple or various large companies in the fashion industry (Nike, Adidas, Timberland, C&A) that have communicated clear statements regarding their climate neutrality goals, concrete measures, innovative & sustainable products.

Climate neutrality as a benchmark

Apple has long been a first mover in product innovation, design and understanding of customer needs, but carbon neutrality has never been high on the agenda. With the appointment of Lisa Jackson as former head of the US Environmental Protection Agency to the Apple board of directors in 2013, a foundation stone was laid. And now Apple is also driving its supply chain towards climate neutrality and is also providing support services from the Apple Group to its suppliers to achieve sporting goals. The expectation on the part of Apple is not that this will bring a competitive advantage. Rather, it is intended to prevent a competitive disadvantage, as customers will take climate neutrality for granted in less than 10 years. Lisa Jackson expressed this in an interview a few days ago, as well as the strategy to achieve the longer use of a smartphone through improved repair programs.

A French retail alliance around the companies Galeries Lafayette, Paris Good Fashion, La Redoute, Eram, Etam, Petit Bateau, Vestiaire Collective and Who’s Next with the support of the French environmental authority is taking a different path. „The fashion and retail industry must take its responsibility and rethink its business model,“ said Nicolas Houzé, CEO of Galeries Lafayette and BHV Marais. „After the difficult months that we have had to go through, we have focused more than ever on this priority for our Group“. The ambitious targets of 100% of private labels and 25% of items from external suppliers should be awarded the Go for Good label by 2024. In order to give new impetus after an interim review, the group is calling on citizens to submit suggestions on the Internet on how fashion could become more environmentally friendly. Comments can be posted on the website until 25 October.

Mastering the challenge of sustainability

It seems that the idea is gaining ground in the business world that only through cooperative models, whether in the supply chain or within the industry or even with one’s own customers, can this challenge be met. No matter whether your company already has a clear sustainability strategy or whether you are currently still looking for the right path, just ask us.

We have developed a Scope Green Principle for purchasing, which will give you a good overview within one day of where the fields of action are and what contribution and value can be created through them. In addition, we have the strategic path to sustainability that is designed for companies that are still looking for their place in the complex requirements. Since this often includes a cultural aspect and the need to change the way of thinking, we work very closely with our cooperation partner Innodrei in this area.

If you would like to learn more about our approaches and programs, please contact our experienced consultants & coaches at We are at your disposal for an exchange.


Rainer den Ouden

Partner, ADCONIA GmbH