The future won't be perfect. But it's worth striving for. Sustainability doesn't mean getting everything right, it means starting and getting better as you go.
The Striving is the podcast for brands that choose to turn sustainability ambition into action. Circular economy practitioners, waste managers & material scientists share honest lessons from the work of building a more circular future.
We dig into what's actually working, what isn't, and what it takes to keep moving when the system pushes back.
I’ve always believed that no brand would choose plastic if there was a sustainable alternative at the same price. But this conversation with Dr. Dagny Tucker, Co-founder of Perpetual, made me realise the problem is much bigger than the packaging itself.We’ve spent more than 50 years optimizing for a single-use economy. Using something for a few minutes and throwing it away has become completely normal and building reuse systems means rethinking the infrastructure and behaviours we’ve built around that.Dagny has spent the last decade working on exactly that. In this episode we unpack why so many reuse and refill systems struggle, what it actually takes to make them work at scale, and how new legislation is starting to push that transition forward.The goal isn’t to go backwards. It’s to build a future where reuse is just as easy as throwing something away.This is The Striving with Dr. Dagny Tucker.
30 Sept 2026
Then Why Do We Keep Trying?
Should your brand become a B Corp? Or is it just expensive “greenwashing”?
It’s B Corp Month, and in this episode, we break down one of the most misunderstood certifications in business.
I’m joined by Armelle, who leads the B Corp community in Germany, to answer the questions founders, startups, and operators are actually asking:
👉 What does B Corp really mean beyond the logo?
👉 How long does certification take (months… or years)?
👉 Is it worth it for startups or just big brands like Patagonia?
👉 And will it help you stay compliant with new EU regulations?
What you’ll learn in this episode:
What the B Corp certification actually measures (and why it’s so rigorous)
The real timeline & resources required to become a B Corp
Why B Corp is more than a badge; it’s a framework for building better companies
How it helps with investors, hiring, and long-term resilience
The truth about greenwashing vs. real accountability
Why startups should consider it earlier than they think
How B Corp aligns with new EU sustainability regulations (like the Green Claims Directive)
Key takeaway:
B Corp isn’t about being perfect, it’s about building a business that’s accountable, transparent, and future-proof. And whether you certify or not, the framework itself might be one of the most valuable tools for running a better company.
Let us know in the comments: Would you consider becoming a B Corp, or is it not worth the effort?
23 Sept 2026
Co-Processing: The Plastic Pollution Solution Nobody Wants To Hear
Burning plastic sounds wrong.
But what if the real problem isn’t plastic — it’s the fact that half the world isn’t connected to waste collection at all?
In this episode, Axel Pieters — former executive at GeoCycle, one of the world’s largest waste treatment companies — explains co-processing: how cement kilns use waste as fuel at extremely high temperatures, leaving zero residue behind.
We talk about:
Why landfills may be the real climate villain
Why technology isn’t the bottleneck — money is
The economics of waste in developing countries
Lock-in effects and investment risks
Why zero waste is unrealistic
And why solving plastic pollution requires funding operations — not just building infrastructure
This is a grounded, practical look at what it actually takes to manage waste at scale.
If you want climate realism instead of slogans, this episode is for you.
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