The Case for Sustainability.

The business case for sustainability has been won, but somebody forgot to tell the generals and the troops.

Sustainability is not just about being green,  it is the difference between success and failure.

There are people with their eyes and ears open and their mouths shut. People who stopped trying to be alpha male and who started listening.  These people have figured out where the market is going.   The market, all markets are driven by consumer sentiment and by legislation.

The trend for ethics, responsibility, trust and perceived value is one way. It is only getting stronger and we are never going back to rubbish products made who knows where using who knows what by who knows who.

If you cannot see the future, if predicting trend and shaping the future is a mystery to you, then well, you stumbled into the wrong blog.

In the future we only buy from brands we trust, manufacturers compete on quality, ethics, transparency and price. Price is driven through efficiency not through cutting corners.

The race to the bottom that killed western textile mills is in the past. In the future we are not just clever, we are wise.   The mills are coming back, but they will never be the same, they will be awesome, efficient, quality organisations with highly motivated and educated teams.

 The future is now. Tell your boss, your CEO and your Chairman, your customer is already there.

New Zealand wool factory

Wool growing in New Zealand


Creating Magic

Make your process part of the Story

People want transparency; they want to know what it is made of and who made it. But why?

People want to trust, to feel safe, and to know they got something of value.
Mostly people hate to be ripped off. If you cannot see the value chain, you can’t see the value. How do you trust something that is kept secret from you?

But there is a line. Take Crumbwool underlay. People want to know it is made in the UK from sustainable materials and they help the planet by choosing a sustainable product. But do people really want to see factories? Is it better to keep a little bit of mystique and magic?

We have to remember that a process is just a process; it is not the final product. Products sell when they deliver real benefits to the people that use them. But what if we turn a process into a story?

The wool in Crumbwool gives it sound insulation, heat insulation and it makes it super bouncy. A home with spongy floors that are fire safe and absorb nasty chemicals is part of delivering a customer experience. When your product is invisible as its end up literally under the carpet the message has to be even stronger.

Rather than pictures of a factory, no matter how clean and modern your factory is why not focus on the magic.
I decided to draw a picture of the Crumbwool Creation Process.

The Magical Crumbwool Creation Process

crumbwool creation

Crumbwool is Created

crumbwool tyres

The Amazing Magical Crumbwool Process

Wool Vs Synthetic

We can’t keep up our dependency on oil, I think everybody agrees with that now.  The great news is that we don’t need to use nearly as much oil as we do and still maintain a healthy luxurious lifestyle.   It turns out that non-oil based products are actually better for us anyway.

This info-graphic explains why we should use wool instead of oil to make textiles..

Wool vs Synthetics

Laneve wool from Wools of New Zealand is truly sustainable and turned into beautiful carpets and textiles by the world’s most innovative brands whereas synthetic or man-made carpets come from oil.  Petroleum based products can be recycled using more energy but the oil is non-renewable.

The Wool Story…

Our sheep have an annual haircut which provides the very best, fit-for-purpose fibre grown especially for Laneve carpets and interior textiles.

Laneve wool is grown in New Zealand on Free-range farms naturally producing high quality wool from grass.

Wool is a complex textured fibre with thousands of tiny scales which give it amazing properties.

Wool can absorb 30% of its weight in moisture without feeling wet making your home feel warm and dry.

Wool absorbs indoor air-toxins and locks them away for up to 30 years.

Wool is very hard to ignite and even if you can get it to burn if self extinguishes once the source is removed.   Synthetic materials burn easily, melts into flesh and gives off toxic fumes.

Laneve carpets are made from 100% wool which means the face fibre is completely renewable and recyclable.

We can turn it back into grass and begin the cycle again.  Wool contains sulphur and potassium and biodegrades slowly releasing nutrients and acting as an excellent soil conditioner.  Wool helps the soil retain moisture and speeds up plant growth.

Wool can absorb crude oil from the ocean and has been used to fill booms and clean up the oceans after oil disasters.


Wool Cycle

Wool is a amazing fibre made by amazing little sheep.

Purple Sheep stars in WOOL CYCLE

Sheep eat grass and turn it into wool. The wool can be turned into textiles which eventually can be turned back into grass. The story has been captured in “Wool Story”, and animated adventure with purple sheep.

Wool really is made from Nitrogen and Sulphur as the story tells, and acts as a slow release fertiliser that also helps the soil retain moisture. The animation shows a plant in wool and soil out growing other plants. This is based on real life experiments that can can read about in my post on “PURE”…

Sit back, turn up your speakers and enjoy…

Purple sheep are metaphors for innovation. The idea comes from Seth Godin’s book Purple Cow which you can find here…