I have worked as a scuba diving instructor for over 10 years and always had a passion for the ocean and protecting it. For the last two years working with the GREEN INNOVATION GROUP we have mapped over 100 ocean tech startups and SMEs; I have learnt a lot. Last June, we also had the pleasure of hosting the 7 Seas Summit in Lisbon, Portugal and two of the startups that participated: Plastic Fischer GmbH and AguaPlus are game changers.
There is no doubt that changing behaviours and lifestyles to act in a more sustainable way is crucial. However, only 9% of the plastic waste that has ever been generated is recycled and, whilst a more responsible consumption pattern is needed, companies need to embrace cutting out waste completely, to create a completely closed loop system.
If companies want to escape from cutthroat competition, they need to move away from established industry assumptions and models. This movement is usually coined as “strategic innovation”. It refers to companies that radically change the rules of the game in an industry by competing in a fundamentally different way. This approach has proven itself especially effective when it comes to building a sustainable company.