This Month’s Issue:

• How well do you know the Green Claims Code?

• Accelerate Sustainable Innovation in Northern Ireland

• Turn Sustainability Goals of Your Key Clients into a Competitive Advantage

• What can battery technology developments tell us about the Sustainability market?

Welcome to the April edition of "Growth Rings", a monthly newsletter to keep you up to date with the latest news, research and insight at the leading edge of growth in Sustainable Smart Innovation.   

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How well do you know the Green Claims Code?

For any anyone creating marketing materials with the Sustainability claims - how well do you know the ‘Green Claims Code? Back in March, Cambium attended the All-Ireland Sustainability Summit in Belfast. A very full and useful day, highlighting the growing interest and commercial activity in this area. Of particular note was: "Telling Your Green Story Without the Greenwash" by Cecilia Parker Aranha from the Competition and Markets Authority (CMA). Here are the key takeaways that any anyone creating marketing materials with the Sustainability claims for your products and services should not miss:

✅ Your information must be truthful and accurate
✅ The content must be clear and unambiguous
✅ Presents the whole picture with no omissions or hidden information
✅ Provides fair and meaningful comparison
✅ Your claims can be substantiated and evidenced
✅ It considers the overall impact and the full life cycle of the product/service

Cecilia also underscored the critical role of transparency in communications for fostering consumer trust. This will be especially true as public awareness around sustainability continues to grow and that the CMA

For more details check out the Green Claims Code here: https://greenclaims.campaign.gov.uk/

5 Tactics to Accelerate Sustainable Innovation in Northern Ireland Businesses

Northern Ireland businesses are embracing sustainable innovation to address global challenges while seizing local growth opportunities. Recent events like the All Ireland Sustainability Summit highlight the momentum in Ireland’s Green Economy, emphasizing areas like agrifood and net-zero initiatives. Key factors driving this surge include legislative mandates, upcoming EU regulations, and post-election investment priorities. Cambium, a leader in sustainable innovation, offers insights gleaned from local projects, urging businesses to integrate sustainability into their core strategies. Their recommendations include recognizing sustainability as a business imperative, leveraging customer insights, aligning with digital transformation goals, and fostering collaboration for disruptive innovation. By embracing these tactics, Northern Ireland businesses can not only navigate regulatory demands but also unlock new markets and drive growth, positioning themselves at the forefront of a sustainable future.

Read more: https://www.cambiumllp.com/5-tactics-to-accelerate-sustainable-innovation-in-northern-ireland-businesses/

4 Ways to Turn Sustainability Goals of Your Key Clients into a Competitive Advantage

Business sectors worldwide are increasingly focusing on sustainability due to rising expectations from customers, employees, and investors. To stay agile, companies must continuously assess and adapt to evolving sustainability pressures. Regular reviews of client needs help avoid complacency, seize opportunities, and mitigate risks in this dynamic landscape.

1. Opening New Dialogues and Expanding Executive Engagement

Many suppliers, even well-established ones, might only have relationships with a few departments or executives. By connecting with those driving sustainability goals, you can uncover new insights about ongoing projects, and potential needs. As well as enhancing the value of what you deliver today, it will ensure your ongoing relevance and protect future revenues.

2. Discover Emerging Opportunities for Sustainable Innovation

The sustainability objectives pursued by your clients often reflect wider industry trends. By actively participating in these shifts, your business can improve its market presence and anticipate emerging needs, thus bolstering its responsiveness to market changes and enhancing its overall competitiveness.

3.     Identify Collaborative Opportunities in the Supply Chain

Better visibility into challenges and opportunities in the supply chain will foster lateral thinking and collaborative innovation, sometimes even with competitors. Such collaborations in the supply chain oftens lead to shared solutions that reduce environmental impacts and create mutual benefits.

4. Incorporate Market Sustainability Needs into Strategic Planning

Early insights into the sustainability demands of individual clients and the broader market can significantly aid in shaping your own sustainability strategies. This alignment ensures that your business operations and products are attuned to both current and emerging market requirements.

Read more: Your Clients Sustainable Goals as Competitive Advantage

Battery Technology Developments - what does this say about the wider sustainability market

In our quest for a greener, more sustainable future, the adoption of cleaner energy sources has become paramount. However whether it is the cost and range anxiety in electric vehicles or keeping the lights on when the sun is not shining or the wind blowing, the efficacy of these renewable sources hinges on one crucial factor: energy storage.

Below are a few examples highlighting the recent progress that may have gone unnoticed but also provide a good reminder how quickly new markets opportunities are emerging. 

On the excellent Just Have a Think channel, Dave Borlace reports on developments in battery chemistry (Lithium-Sulphur vs Lithium Ion) moving up the technology readiness scale and looking to deliver x5 energy density while improving safety and charge cycle performance. Although not yet quite mainstream market, the scale of the investment capital (100’s of $m) points to a high degree of confidence in the technology and the scale of the market opportunity.

On an earlier post from the same channel, recent announcements from the world’s largest battery maker CATL, battery costs are set to tumble by as much as 50% this year. Could this have impact beyond the electric vehicle market?

In Matt Farrell’s Undecided, developments to optimise around range and power using a mix of established battery chemistries (LFP vs AF) show how the range of a Tesla has been extended by over 300 miles. It also offers reduced use of Cobalt and improved safety which has drawn the attention and multi-million dollar investment from the likes of Volkswagon.

Microsoft are now a player in the battery technology arena. Using AI and other advanced computing techniques they have joined forces with Pacific Northwest National Laboratory to escalate new materials / chemistry discovery to improve battery performance. Leveraging digital technology, an approach that is being increasingly adopted in other market sectors, this collaboration has identified a short-list of 23 materials from a candidate list of over half a million. A task that would traditionally have taken many years was completed in less than 80 hours. With these sort of tools what other market disrupting breakthroughs will be coming our way?

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