Activation plan for a start-up offering a data-driven sustainability assessment of apparel products. Originally scoped around narrative, content strategy and partnerships, the engagement involved evaluating the proposition in the context of EU's emerging regulatory framework on environmental claims.
Role
Consultant/ Course Project Cambridge Institute for Sustainability Leadership course (CISL)
Nov 2023 - March 2024
Scope
Value proposition assessment, methodology review, regulatory positioning, partnerships and content strategy.
Context
Assess the solution's relevance, credibility and transparency in a category facing increasing regulatory scrutiny on environmental claims. Align with the requirements emerging at EU level (the Green Claims Directive proposal and the Empowering Consumers for the Green Transition Directive). Explore ways to translate substantial underlying knowledge into tangible value for consumers and partners, and into a viable path to monetisation.
Research
Assessed the methodology and the solution against the emerging definitions of environmental claims, sustainability labels and certification schemes under EU consumer law, identifying structural and substantive compliance considerations
Reviewed key competitors — Good On You, Provenance, Renoon — with a focus on their value propositions, methodology transparency, and positioning under the regulatory trajectory
Reviewed the policy framework and sectoral reports, and identified key organisations driving the sustainable-fashion agenda.
Deliverables
Value proposition assessment: review of the proposition against the emerging EU regulatory framework, identifying strengths and exposure points
Methodology assessment: recommendations on transparency, third-party verification, and structural elements supporting credibility
Narrative and positioning: clear articulation of the brand's purpose, vision and mission, anchored in methodology-led trust
Partnership recommendations: collaborations with reputable organisations (e.g. GFA) and research agencies to build credibility and structural compliance
B2B positioning and communications shifted towards advisory services supporting partners through the transition to the emerging EU regulatory framework (claims and labels assessment, onboarding support, recommendations)
B2C engagement plan (owned channels): key messages, content themes and partnerships to raise awareness on the fashion sector's sustainability impact, address overconsumption, educate on reputable sustainability labels and material choices, and advocate for circular business models and ways to extend product life.