《诚实，而非完美》第11集：海伦娜·曼塞尔-斯托弗，Products of Change公司首席执行官
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从调整关键绩效指标（KPI）和推动高层变革，到建立跨行业合作并重新设计系统以实现长期可持续发展，海伦娜分享了她对重塑时尚产业的大胆愿景。
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.
主要讨论要点-
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.
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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.
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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.
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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].
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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:
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Educate the workforce: Sustainability is everyone's job, not just one department's [56:03].
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Design for end-of-life: 95% of a product's footprint is determined at the design phase [36:31].
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Collaborate: No single company can fix the supply chain alone; working groups and partnerships are essential [16:21].
Resources Mentioned:
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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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