Making it easy being green – Dieuwertje Damen

Besides being head of product & design, Miranda Martinez is the green conscience of my company. When we started over 25 years ago, our mission was clear: to make beautiful products with an empowering message in a way that does not harm people or the environment. Sustainability may be a hot topic right now, but it has always been part of our brand’s DNA. And thanks to Miranda’s passionate endeavors, we are now taking it to the next level. Time for a chat with the female founder who is helping us with that process, Dieuwertje Damen of Rainbow Collection.

Miranda: Dieuwertje, with your creative impact agency you help brands develop sustainability strategies. When did you become passionate about this?

Dieuwertje: I have always been passionate about climate justice and social justice; about the idea of building a better, more sustainable planet together. During my social science studies however, I could not relate to the other students chaining themselves to all kinds of businesses to make a change. Why focus so much on being against each other, when you can achieve so much more by bringing people together and finding a shared goal? As soon as I graduated 10 years ago, I founded Rainbow Collection because I believe that businesses can play a huge, positive role in transforming the world.

Miranda: I think that is one of the things you and Marlies have in common: you are both practical idealists. When our companies started working together, I realized that our brand’s mission to empower women is not that different from your environmental ideals. How do you see that?

Dieuwertje: We are both focused on equality and building a balanced, sustainable system in which there is the freedom of choice and the opportunity to grow. Whether we are talking about women or the environment, the ambition is the same.

Miranda: Our company has always closely monitored our employees’ working conditions; even regularly ‘hitting the factory floors’ in the production countries. Becoming a member of a business association for open and sustainable trade*- which includes principles such as fair payment and no discrimination – seemed like a natural step when we decided to make our commitment to sustainability official. With 90% of our employees being female, this turned out to be an extension of our mission: to build female confidence!

Dieuwertje: Wonderful! We see that soon as we start improving working conditions all along the supply chain, we are automatically emancipating a lot of women. A woman working in an office in the Netherlands and a female factory worker in China are both part of the same system.

Miranda: Do you still have to convince clients that profitability and sustainability go hand in hand?

Dieuwertje: Much less so than in the beginning. Many brands already understand you must invest at first, but you will be reaping long-term rewards. What is good for the planet is good for business! Then, there is a gain that is hard to express in money: the lovability of your brand.

Miranda: We did a survey amongst our customers to find out how many of them would be in favor of receiving their online order in eco-friendly packaging instead of in a luxury box. A surprisingly high number said ‘yes’. We listened and made the changes.

Dieuwertje: That is a great example of cultivating lovability! Starting an environmental conversation with your customers will eventually benefit your profitability, having gained your customers’ trust and loyalty. And how convenient that you can implement changes with the know-ledge that your clients already support it! I love how it works on different levels.

Miranda: What is the secret of your success?

Dieuwertje: We have a slogan: focus is impact. If you are trying to make too many changes at once, you often do not get anything done at all. We help you zoom in on one or two areas where you believe you can get a lot of traction within your company. If you start with that, and it becomes a new way of doing things in your corporate culture, then you know you are really making long-term changes and you’re ready to take on the rest.

Miranda: When we contacted you, we had already been working with a sustainability project group consisting of a member from each department. We were on the right track, but we were so hungry for knowledge! Within a year, you had taught and inspired us so much that colleagues started coming up with their own green initiatives. In other words: you had empowered us to make changes.

Dieuwertje: Yes, that is my ultimate goal. I want to give people the tools to do it themselves: glasses through which to see all the potential in the world and new skills to carry in their backpack. And most importantly: the courage and self-confidence to make it happen.

Miranda: Do you have any tips for our readers for a more sustainable lifestyle?

Dieuwertje: Like I tell my clients: do not get overwhelmed with all the eco labels and green themes out there. Stay close to yourself and start small. For example, if it feels natural to you, focus on what you wear first, look at what you drive or where you do your banking later. Realize that you can make an impact with each euro you spend. And do not see it as an obstacle, see it as an opportunity, a joyful one!

Miranda: Thank you Dieuwertje, for showing us the power of a positive approach.

* Amfori-BSCI