The Striving

presented by CleanHub
  • 0.0 (0)
  • Business
  • Weekly

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.

  1. Nov 4

    Plastic was Supposed to be the Green Option

    In this episode, host Joel Tasche sits down with packaging technologist Dan Coppins to unpack the reality behind “sustainable packaging” in the cosmetics industry, and why it’s far more complex than most founders expect. Together, they break down the core framework of packaging, the Three Ps: Protect, Preserve, Promote, and explain why sustainability can’t be separated from product performance, branding, and real-world logistics. From plastic and paper to glass and aluminum, this conversation dives into the trade-offs behind every material choice. The takeaway? There is no perfect solution, only informed decisions based on your product, your brand, and your long-term strategy. You’ll also learn practical design strategies to improve recyclability, including why monomaterial packaging matters, how color choices impact recycling, and what innovations are changing the game. For early-stage brands, Dan shares grounded advice on navigating high MOQs, starting with stock packaging, and treating sustainability as an evolving journey—not an overnight fix. If you’re building a consumer brand and want to make smarter, more honest packaging decisions, this episode is a must-listen. Topics covered: The Three Ps: Protect, Preserve, PromoteThe truth about “sustainable” materialsPlastic vs. glass vs. paper vs. aluminumDesigning for recyclabilityPractical advice for small and growing brands

  2. Oct 28

    Green Marketing Burned its Own Audience

    Every brand spent the last decade claiming they were saving the planet. Consumers stopped believing them. Long story short: Consumer trust in sustainability messaging is at an all-time low. After a decade of brands positioning themselves as planet-savers, greenwashing scandals, and purpose claims that didn't hold up to scrutiny, most consumers have tuned out and most brands have followed by going quiet. But the problems haven't gone away. The regulations are still coming. The plastic is still in the oceans. And the brands that figure out how to communicate authentically right now will have the space almost entirely to themselves. In this episode of Life in Plastic, host Joel Tasche sits down with Thomas Kolster, author of 'The Hero Trap' and one of the earliest voices to call the sustainability backlash before it hit. Together they dig into why purpose-led marketing failed, what brands in the CPG and consumer goods space should be saying instead, and why 2026 might be the best moment in years to establish your brand as a credible voice in this space. What you'll learn in this episode: - Why "purpose-led" marketing eroded consumer trust and what the Hero Trap actually is - The 39% gap between sustainable intent and purchase behavior, and how to close it - Why marketing and sustainability operate like two different planets and how to bridge them - The one question every brand needs to answer before communicating their impact - Why most of your competitors going silent right now is the biggest opening you've had in years - How to shift from "look at what we're doing" to "here's who we can help you become" About Thomas Kolster Thomas Kolster is a Copenhagen-based marketing activist, author, and speaker who has spent two decades working at the intersection of sustainability and brand strategy. He is the author of Goodvertising and The Hero Trap, and has advised brands, nonprofits, and governments across more than 60 countries. He is widely recognized as one of the first voices to publicly challenge the purpose-washing trend in mainstream marketing.

  3. Oct 21

    He Invests in Healthier Versions of Junk Food

    Sustainability vs. Quality: A Masterclass in CPG Strategy with Mike FataIn In this episode, we sit down with legendary health food entrepreneur Mike Fata to explore the evolving landscape of sustainability, wellness, and consumer packaged goods (CPG) in 2026. With nearly three decades of experience pioneering the organic space, Mike shares his unique insights on why a "great product" must always precede a "green initiative" for a brand to truly survive. We dive deep into the sustainability paradox: how do modern brands balance authentic environmental stewardship with high product standards and the ever-present threat of greenwashing? He breaks down his investment thesis and the critical importance of "founder-product fit" over simply chasing market trends. Key Takeaways from This Episode:Product First, Planet Second: Why taste and quality are the ultimate non-negotiables in the food industry. The 2026 Sustainability Shift: Moving from "nice-to-have" early adopter features to "need-to-have" mainstream requirements. Navigating the Greenwashing Trap: How transparency and honest storytelling are the best defenses against being "cancelled". The Innovation Blueprint: Strategies for cleaning up food labels, changing form factors (like the success of gummies), and innovating for the modern consumer. Founder-Product Fit: Why the most successful brands are an authentic expression of their founder’s personal journey and values. Personal Growth as Business Growth: How focusing on fundamentals like sleep, nutrition, and mindfulness allows you to show up as your best self for your business. Whether you are an aspiring entrepreneur, a CPG veteran, or a conscious consumer, this episode offers a masterclass in building a brand that is both successful and socially responsible.Don't forget to subscribe to our channel for more episodes on the future of sustainable business.

  4. Oct 14

    Her Job Is Finding Plastic Alternatives That Actually Work

    Sustainable Packaging Explained: EPR, Consumer Behavior & The Future of Packaging What does truly sustainable packaging look like, and why is it so complicated? In this episode, we sit down with Caroline Deloach, Director of Sustainability at Atlantic Packaging, to unpack the reality behind plastic, recycling, and the future of packaging in the U.S. From the “say-do gap” in consumer behavior to the rise of Extended Producer Responsibility (EPR) laws, this conversation breaks down the trade-offs, challenges, and real solutions shaping the packaging industry today. 💡 What You’ll Learn in This Episode: Why sustainable packaging depends on the specific use case (especially in food)The truth behind the “say-do gap”—why consumers say one thing but buy anotherWhy there is no silver bullet material (and the trade-offs of plastic vs. paper)The challenges of compostable packaging and limited infrastructureHow Extended Producer Responsibility (EPR) is transforming the industryWhy brands may face fines up to $25,000/day for non-complianceWhich U.S. states are already implementing EPR lawsHow companies like Atlantic Packaging are driving real, practical change 🌊 Why This Matters Packaging sits at the center of the plastic pollution crisis, but solving it isn’t as simple as switching materials. This episode dives into the economic, environmental, and behavioral realities behind packaging decisions, and what it will take to move toward a circular economy. 🔔 Subscribe for more conversations on sustainability, plastic pollution, circular economy, and real-world solutions.

  5. Oct 7

    How Brands Can Make Reusable Packaging Work

    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.

  6. Sep 30

    Then Why Do We Keep Trying?

    Should your brand become a B Corp? Or is it just expensive “greenwashing”? 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?

  7. Sep 23

    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.

  8. Sep 17

    They Burn Plastic To Cook Your Food.

    Episode Summary From German punk dropout to Indonesia's most influential plastic pollution educator, Benedict Wermter has lived multiple lives before turning 40. In this conversation, Benedict shares his journey from anti-establishment teenager to investigative journalist to social media educator reaching 5+ million Indonesians monthly. He reveals shocking realities of waste management in Indonesia, including how plastic waste is burned to steam tofu, and explains why he believes behavioral change—not recycling—holds the key to solving our plastic crisis. Guest Bio Benedict Wermter, known online as "Bule Sampah" (White Trash), is a German investigative journalist turned environmental educator based in Indonesia. He was the first trainee at Correktiv, Germany's premier investigative journalism outlet, and produced documentaries including "The Recycling Myth" that aired on BBC and German television. Today, he reaches over 5 million Indonesians monthly through social media, educating communities about plastic pollution and waste prevention. He also founded a foundation and developed the SampApp for waste education. Key Topics Discussed The Punk Years & Early Rebellion Dropping out of school at 16 in industrial West GermanyJoining punk communities and questioning capitalist structuresThe transition from rebellion to purposeful activismHow anti-establishment attitudes evolved into investigative journalism Investigative Journalism Career Training at Correktiv with founder DavidLearning that most scandals happen "in front of everybody's eyes"Power dynamics and conflicts of interest in mediaThe complexity of truth in environmental reporting Indonesia's Waste Crisis Reality Structural waste burning every afternoon across villagesChildren living on dump sitesPlastic waste burned to steam tofu in factoriesMotor oil dumped directly onto treesThe gap between tourist perception and reality Building Bule Sampah Why he chose to educate rather than investigateReaching 5+ million Indonesians monthly on InstagramConsumer behavior change vs. recycling solutionsMeasuring impact through surveys and the SampApp Solutions & Hope Why "zero waste" is misleading - better to have 10 people reduce waste 10% than 1 person reduce 80%The importance of connecting households to proper infrastructureExtended Producer Responsibility and regulatory frameworksEconomic incentives for waste collection and management Memorable Quotes "The majority of scandals are not the secret things that need to be uncovered... the power abuse and the things that are actually scoops are happening in front of everybody's eyes." "There is no way you can hate plastics. Plastics are the tool of our time. We all use them every day. It's clearly the age of plastics." "Zero waste is also misleading. Like nobody can be zero waste. It's a b******t term. We want 10 people to be 10% less wasteful." "Waste management starts with consumption, obviously, and not with managing waste."

See All (19)

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
    19
  • Rating
    Explicit
  • Copyright
    © presented by CleanHub
  • Show Website
    The Striving