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

Insights

Insights from our Founders: Carole Juge Llewellyn (Joone) & Ning Li (Typology)

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

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