Purpose – Hype or Instrument for Successful Brand Management?
In this episode, host Saskia Diehl talks to David Löwe, the co-founder of everdrop, about the future of sustainable household and personal care products. For everdrop, sustainability means more than just reducing plastic. The company won the German Brand Award in the ‘Best Purpose of the Year’ category in 2024 and focuses on circular design and innovative refill concepts to conserve resources and encourage sustainable consumption. David Löwe explains how everdrop is challenging traditional product categories, overcoming challenges, and driving its vision of a more environmentally friendly future forward.
Key Learnings
Purpose needs more than good intentions
A purpose-driven company doesn't just pay lip service to sustainability; it creates real, long-lasting solutions. everdrop demonstrates that sustainability can be successful when combined with comfort, design and practicality. Consumers don't just want to be convinced; they want to be inspired.
Innovation means rethinking categories
Successful brands are breaking established industry codes and setting new standards. everdrop demonstrates that sustainable products can be the obvious choice, not just a mere alternative. Its clever refill concepts and well-thought-out designs make sustainability practical, attractive and suitable for everyone.
See criticism as an opportunity for further development
Every new idea is met with scepticism, and everdrop had to prove its sustainability promise even more after facing media criticism. However, the company did so with transparency, scientific analysis and continuous optimisation. Rather than being an obstacle, criticism is a driver for better, more sustainable solutions.
Design Perspectives Podcast
How can we use design as a lever for transformation and economic success? We talk about this with personalities from the fields of design, brand management and architecture. They give us insights into how transformation, sustainability and economic success can go hand in hand in a company. Interesting, informative, inspiring.