Sustainable is the new Profitable


Sustainable becomes the expectation of customers. The new generation of consumers will only turn to brands that fulfill their promises. E-commerce should be put to the ecological test, as convenience in the sense of easy shopping and consumption is increasingly coming into conflict with sustainable purchasing.




testing a new holistic concept, the supermarket chain REWE opened a new store in the German town Wiesbaden. The new format that follows a more sustainable approach includes green farming solutions – and a lot of wood. It combines supermarkets with resource-saving food production on the roof.

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True, because through more recycling approaches and the promotion of a circular economy, the resulting added value can be passed on to consumers through the reduced use of resources. In this way, capital goods as well as consumer goods can be scaled up in the end by much broader consumer groups. This better socialization of investment and consumption leads to more and sustainable, profitable growth with lower resource consumption.

Jan-Christoph Maiwaldt

JCM Beratung und Beteiligungen

Really great new and sustainable materials are available. But that’s not enough. Existing products must be given a longer lifespan, they must be usable over several product generations. Then we’ll be on the right track.

Alien Wolter

ARNO Group

“Sustainable is the new profitable” is not a harsh enough description. In my opinion, sustainable is the new digital. Companies that have not previously dealt with digitization have almost ceased to be relevant by now. The same will happen to companies that until today have not tackled the issue of sustainability. However, the time frame in which one has to take action is even shorter.

Through multi-functionality, we fulfill several sustainability criteria and do so profitably: teo is not just a sales channel, but it satisfies several everyday needs creating added value (grocery shopping, meeting people, charging , exchanging books, picking up parcels, etc.). We need to remain flexible and react to changing habits, otherwise we will lose touch with our customers.

Sustainability may also be the new profitability in the store […]. Maybe we have to rethink when we are building the stores sustainably, i.e. collaborate with local craftsmen or use local materials. I’m not referring so much to new materials made from recycled materials, but rather to continued use or buying locally or using craftsmen from the region.

I believe that sustainability and digitalisation are the two major trends that will affect retail in the coming years and perhaps even decades. From the customer side, the demands on retailers for sustainability will continue to increase, even if customers often do more talking than acting – this is the so-called attitude-behaviour gap. But sustainable is not the new profitable. It is definitely a must in order to survive. Those who don’t do it at all will eventually cease to exist. But still: consistent sustainability will put pressure on profits, be it through declining demand and/or through the investment that I simply have to make as a retailer.

Sustainability must be fashionable – not looking ecological.

Josef Roosen

Dachmarken Forum

Sustainable business and strategic focus on sustainability is almost a commodity. Companies need a sustainability strategy because young customers expect fair trade; from clean supply chains to carbon footprints.

Axel Kress


Sustainable is a journey that has just begun. So I still doubt that sustainable is profitable right now.

For me, the return to meaningful business means that the necessities is in focus again, and not what is feasible. Meaningful business means that “more sustainable” automatically also means “more profitable”.

Dirk Bockelmann


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