The Debrief: How to build an ethical brand and what are the challenges at stake?

CSR is more and more important for companies nowadays.This way of doing business is inspiring more and more startups to be at the forefront of change – including Joone & Typology, two companies we’re especially proud to support.

We asked Carole Juge-Llewellyn, founder at Joone, and Ning Li, founder at Typology about what are the specific challenges & opportunities that lie within building an ethical brand.

In this exchange, Carole and Ning discussed:

• 00:08 – Who are they
• 00:24 – Why start and eco-brand
• 01:12 – What make them different
• 03:14 – How do you assert yourself in such an established environment?
• 04:46 – An Ethical brand ? What does it mean
• 05:35 – What are the challenges at stake?
• 07:06 – How to build and maintain credibility
• 07:31 – How to push the boundaries of sustainability and responsibility
• 08:50 – What about labels?
• 11:18 – Their ambitions