The Striving

presented by CleanHub

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.

Episodes

  1. 3 days ago

    95% Of Green Claims Are Now Illegal - EmpCo Explained- English Dub

    Green Claims & Greenwashing: Why “Climate-Neutral” and “Sustainable” Claims Will Be Banned from September (with Christina Kufer)From September, everything changes for sustainable brands. The EU is getting serious about tackling greenwashing. Terms such as “sustainable,” “environmentally friendly,” or “climate-neutral” will effectively be blacklisted unless they can be backed up with solid evidence.In this episode, I speak with lawyer Christina Kufer about the Empowering Consumers Directive (EmpCo) and the Green Claims Directive. We discuss why almost all general environmental claims could soon face legal challenges, what will happen to companies’ own product labels, and why the term “climate-neutral” on packaging may soon become a thing of the past.Christina explains in practical terms what founders and marketing teams need to do now to avoid legal warnings and enforcement action.In this episode, you’ll learn:-The difference: What distinguishes the Empowering Consumers Directive from the Green Claims Directive?-The “sustainable” ban: Why broad terms such as “sustainable” or “eco-friendly” without certification could soon be illegal.-Label confusion: Why self-created environmental icons and logos will be prohibited, and which third-party certifications will still be permitted.-Climate neutrality: Why carbon offsetting can no longer be used to advertise a product as “climate-neutral” — and the difference between product-level and company-level claims.-Future claims: What strict rules apply if you say, “We’ll be Net Zero by 2030.”-Risk of legal warnings: What happens when a lawyer’s letter arrives including cease-and-desist notices, declarations to stop the claim, sales suspensions, and transition periods for using up existing stock.Links:Christina Kufer: https://www.linkedin.com/in/christina-kufer/Fieldfisher Germany: https://www.fieldfisher.com/de-de/locations/germany

  2. 3 days ago

    95 % der Green Claims sind jetzt illegal – EmpCo erklärt

    Green Claims & Greenwashing: Warum „Klimaneutral“ und „Nachhaltig“ ab September verboten sind (mit Christina Kufer) Ab September ändert sich alles für nachhaltige Marken. Die EU macht ernst im Kampf gegen Greenwashing. Begriffe wie „nachhaltig“, „umweltfreundlich“ oder „klimaneutral“ landen auf der schwarzen Liste, wenn sie nicht niet- und nagelfest bewiesen sind. In dieser Episode spreche ich mit Rechtsanwältin Christina Kufer über die Empowering Consumers Directive (EmpCo) und die Green Claims Directive. Wir klären, warum fast alle allgemeinen Umweltaussagen bald abgemahnt werden können, was mit eigenen Produktsiegeln passiert und warum der Begriff „klimaneutral“ auf der Verpackung bald Geschichte ist. Christina erklärt praxisnah, was Gründer und Marketing-Teams jetzt tun müssen, um Abmahnungen zu entgehen. In dieser Folge lernst du: - Der Unterschied: Was unterscheidet die Empowering Consumers Directive von der Green Claims Directive?- Das „Nachhaltig“-Verbot: Warum allgemeine Begriffe wie „sustainable“ oder „eco-friendly“ ohne Zertifizierung bald illegal sind. - Siegel-Chaos: Warum selbst erstellte Umwelt-Icons und Logos verboten werden und welche Zertifikate (Dritte Seite) noch gelten.- Klimaneutralität: Warum CO2-Kompensation nicht mehr als „klimaneutral“ beworben werden darf (und der Unterschied zwischen Produkt- und Unternehmenswerbung). - Zukunftsaussagen: Welche strengen Regeln gelten, wenn du sagst: Wir sind bis 2030 Net Zero. - Abmahngefahr: Was passiert, wenn der Brief vom Anwalt kommt (Abmahnung, Unterlassungserklärung, Verkaufsstopp & Aufbrauchfristen).Links:https://www.linkedin.com/in/christina-kufer/https://www.fieldfisher.com/de-de/locations/germany

  3. 26 Aug

    PPWR Explained: What Changes for brands and producers?

    The biggest packaging regulation in the world is here! Will your business be ready? In this episode of The Striving, Joel talks with Nairin Jones, an industry expert, about the EU’s new Packaging and Packaging Waste Regulation and why it reaches far beyond Europe. What You’ll Learn:The Shift from Directive to Regulation: Unlike previous directives that allowed for individual interpretation by member states, the PPWR is a harmonised law that applies uniformly across the entire EU.Beyond EPR: While Extended Producer Responsibility (EPR) focuses on downstream waste management, the PPWR targets the upstream value chain, including product design, recyclability, and the use of minimum recycled content.New Compliance Standards: Learn why businesses can no longer "pay their way out" of compliance and must instead focus on removing "forever chemicals" (PFAS) and ensuring packaging is recyclable at scale.Critical Deadlines: Understand the transition period ending on August 12, 2026, by which time companies must be fully compliant with new standards or risk severe penalties and sales bans.Global Supply Chain Impact: How international manufacturers and recyclers from China to India must adapt to meet strict EU supply chain due diligence and recycled content targets.Actionable Next Steps: Expert Neirin's advice on conducting a product portfolio stock-take, finding the right data management partners, and utilising AI to navigate complex regulatory requirements.Whether you are a B2C brand owner, a manufacturer, or an international distributor, this episode provides the essential roadmap for navigating the new era of circular economy regulations in Europe.Connect with Neirin Jones:LinkedIn: linkedin.com/in/neirinjones/Email: neirin@rainbow.venturesCompany: Rainbow Ventures, a venture studio building circular economy innovations.

  4. 19 Aug

    But Then I'd Be The Brand I Hated When I Was Younger.

    Viktor Telegin is the founder of CHPO, a CleanHub brand partner and the creator of nonprofit Skate Nation. This conversation covers why he refused to build a profit maximising brand, how he supports refugees in Sweden and what happened when he opened his home to two teenage refugees. Expect a real talk about values over profit and the moment a business decides to take a stand.

  5. 19 Aug

    He Still Cut Plastic Anyway!

    How Simply Home Eliminated Styrofoam from 400,000 Furniture Packages Yoram from Simply Home got disgusted assembling his own furniture breaking up sheets of Styrofoam that he knew would just sit in landfill forever. So he did something about it. In this conversation, Yoram shares the surprisingly simple process of eliminating Styrofoam from hundreds of thousands of furniture packages. No committees. No lengthy studies. Just a decision, a call to suppliers, and execution. We dig into: Why "greenwashing" criticism misses the pointThe crude truth about living in our own wasteWhy doing something imperfect beats doing nothing perfectlyHow entrepreneurship gives you the agency to actually change thingsThis isn't about purity tests or reaching sustainability nirvana. It's about high-agency people making decisions that reduce harm—even when the path isn't perfectly clear. If you've ever felt paralysed by the complexity of "doing the right thing," this one's for you.

  6. 12 Aug

    He Still Cut Plastic Anyway!

    How Simply Home Eliminated Styrofoam from 400,000 Furniture Packages Yoram from Simply Home got disgusted assembling his own furniture breaking up sheets of Styrofoam that he knew would just sit in landfill forever. So he did something about it. In this conversation, Yoram shares the surprisingly simple process of eliminating Styrofoam from hundreds of thousands of furniture packages. No committees. No lengthy studies; just a decision, a call to suppliers, and execution. We dig into: Why "greenwashing" criticism misses the pointThe crude truth about living in our own wasteWhy doing something imperfect beats doing nothing perfectlyHow entrepreneurship gives you the agency to actually change thingsThis isn't about purity tests or reaching sustainability nirvana. It's about high-agency people making decisions that reduce harm—even when the path isn't perfectly clear. If you've ever felt paralyzed by the complexity of "doing the right thing," this one's for you.

  7. 5 Aug

    How to inspect factories that lie

    What does the fashion industry’s sweatshop era have in common with today’s waste pickers, recycling workers, and Global South waste facilities?A lot more than you think.In this episode, Human Rights, Sustainability and Labor Rights expert, Kate A. Larsen, and Joel Tasche explore the journey of improving labor standards, ethical sourcing, and worker dignity: from sweatshops in Asia to waste management facilities today.Kate shares her experiences on the ground, the toughest dilemmas she has faced, and how collaboration, codes of conduct, and responsible sourcing can create a real impact for workers and communities.A must-listen for anyone interested in labor rights, sustainability, circular economy, and social impact.Listen to the full episode and discover how we can make supply chains safer, fairer, and more sustainable.

  8. 29 Jul

    Chemical Recycling Scientist: solution or scam?

    In this episode, we discuss one of the most controversial topics in the circular economy debate: chemical recycling. Between ambitious promises for the future, harsh realities, and heated discussions on social media, we take a scientifically grounded look at the current landscape.Our guest, Dr Alexander Hofmann from the Fraunhofer Institute, explains:What technologies currently existWhere the technical limitations lieWhy “mechanical vs chemical” is a false dichotomyThe role of regulation, mass balancing, and recycled-content targets in the EUWhy sorting residues, multilayer films, and plastics from e-waste are difficult to make circular without chemical processesWhy mechanical recycling should always be the first choice, but is not enoughEnergy use, life-cycle assessments, and carbon footprintsWhy pyrolysis is not actually a new technology, but is now being given a new opportunityHow realistic true “closed loops” really areIf you want to understand where chemical recycling stands today, which approaches have a future, and where the limitations lie, this episode is for you.

  9. 23 Jul

    Now he leads 36,000 workers!

    In this episode, John Chweya, Kenya’s leading waste picker representative, explains how the informal recycling system really works. From child waste picking to leading an association of 36,000 workers, he breaks down the hidden economics of waste: who earns, who exploits, and what waste pickers actually need to improve their lives.We cover:• How middlemen capture up to 80% of the value• Health risks and unsafe landfill conditions• Why most recycling depends on informal workers• Real solutions that lift waste pickers out of poverty• How waste pickers are shaping global plastic policyA must-listen for anyone working in recycling, circularity, sustainability, or social impact.

  10. 11/11/2025

    How To Stop Littering: Biggest Plastic Bottle Producer & Recycler Explains | Colm Jordan

    In this conversation, Colm Jordan from Indorama Ventures discusses the company's role in PET recycling and the broader implications of plastic waste management. He highlights the importance of circular economy practices, the challenges faced in recycling economics, and the need for effective policies like the plastic treaty. Colm emphasizes the shared responsibility of corporations and society in managing waste and the significance of the informal sector in recycling efforts. He advocates for a balanced approach to sustainability that considers both environmental and social factors. Takeaways - Indorama Ventures is a leader in PET production and recycling. - PET is one of the most recycled plastics globally, but challenges remain. - The economics of recycling are complex and influenced by market prices. - Technical limitations exist for using PET in certain products like beer. - The future of PET packaging is promising with innovations on the horizon. - Effective plastic treaties must consider both environmental and social impacts. - Shared responsibility is crucial in addressing waste management issues. - The informal sector plays a significant role in waste collection and recycling. - Balancing rights and responsibilities is essential in sustainability discussions. - Transparency in advocacy and lobbying is vital for effective policy-making. Chapters 00:00 Introduction to Indorama Ventures and PET Recycling 02:11 Current State of PET Recycling 05:52 Challenges in Recycling Economics 10:23 Technical Limitations of PET Packaging 15:47 The Future of PET in Packaging and Legislation 19:31 The Role of Extended Producer Responsibility 25:25 Collective Responsibility in Waste Management 26:25 The Role of Extended Producer Responsibility (EPR) 29:34 Transparency and Accountability in Waste Management 30:34 Dignity and Respect in the Informal Sector 33:27 Reimagining EPR for Local Contexts 36:45 Global Inequality and Waste Management 39:59 Externalities and Sustainable Practices 46:12 Advocacy and Transparency in Circular Economy

  • 10 Episodes

About

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.

Information

  • Creator
    presented by CleanHub
  • Years Active
    2026
  • Episodes
    10
  • Rating
    Clean
  • Copyright
    © presented by CleanHub
  • Show Website
    The Striving