Honest, not Perfect – Episódio 11: Helena Mansell-Stopher, CEO da Products of Change

Desde a redefinição de indicadores-chave de desempenho (KPI) e a promoção da mudança ao nível da liderança, até ao fomento da colaboração intersetorial e à reformulação de sistemas com vista à sustentabilidade a longo prazo, Helena partilha uma visão ousada para a reformulação do setor da moda

In this episode of the Honest, not Perfect podcast, host Suzanne Ellingham (Director of Source Fashion) and Jack Stratton (Director of Insider Trends) sit down with Helena Mansell-Stopher, CEO and founder of Products of Change.

Helena shares her journey from working with global brands like Mattel and National Geographic to leading a movement focused on circularity and sustainable industry change.

• Reframing Sustainability as "De-risking": Helena emphasizes that the term "sustainability" is often overused and suggests reframing it as business efficiency and risk management [19:05]. In a volatile global market, sustainable practices help businesses become more resilient against supply chain disruptions and upcoming legislation.

• The Power of Metrics: A significant portion of the conversation focuses on how retail metrics (like "in-margin" vs. "out-margin") drive bad behavior [09:44]. Helena argues that if buyers were targeted on the total cost of a product’s lifecycle—including waste and taxes—rather than just the initial purchase price, industry habits would change overnight.

• Legislative Pressure: Helena highlights that major shifts are coming from the EU, such as Digital Product Passports (DPP) starting in 2027 [29:20] and Extended Producer Responsibility (EPR) taxing items like coat hangers [11:01]. This legislation acts as the "carrot on a stick" that forces companies to move beyond simple marketing claims.

• The "Hustle" Culture of Younger Consumers: There is a notable behavioral shift in younger generations who view "pre-loved" items as investment pieces rather than charity shop finds [38:17]. This "resale value" mindset is creating a natural circular economy where products are treated as assets with longevity [40:12].

• The Iceberg of Progress: While consumers may only see a small percentage of sustainable products on shelves, Helena notes that a massive amount of "un-sexy" work is happening in the background, such as building new databases to track carbon and environmental impacts [15:02].

Helena advises brands to:

• Educate the workforce: Sustainability is everyone's job, not just one department's [56:03].

• Design for end-of-life: 95% of a product's footprint is determined at the design phase [36:31].

• Collaborate: No single company can fix the supply chain alone; working groups and partnerships are essential [16:21].

Resources Mentioned:

• Products of Change Website - Offers free frameworks, newsletters, and sustainability plans [55:33].

Watch the full video here: https://youtu.be/ZjacQz2O8S0

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