Too often we end up in a situation where the responsibility for sustainability is pushed onto the consumer. We expect customers to choose green, pay more and change their behavior. But the truth is that we as an industry must lead the way.
If we truly want to be an active part of the solution to the climate crisis, we must dare to make demands of ourselves. It is not just about presenting environmentally friendly alternatives – it is about ensuring that our products, manufacturing processes and collaborations are inherently responsible.
Taking responsibility requires courage. Courage to say no to projects that do not live up to our values. Courage to invest in solutions that may only pay off in the long run. At Underflod, we have experienced this firsthand. We have taken on projects that we initially thought would be good business, but which turned out to be the opposite.
We have therefore started to place greater demands on our projects.
- We more often say no to projects that don't match our values
- We are open about the fact that circular and responsible production in Denmark costs more than mass production outside the EU.
- And we are adamant that if the “cheaper” price is the only parameter, then we are not the right match.
It's not always the easy way - but we believe it's the right way for Underflod.
We can't just hope that customers make the right choice. We have to raise the bar ourselves. Is the industry ready for it?
