Every now and then, you come across someone who restores your faith in humanity. Which is nice, in the midst of forest fires, pandemics and global pollution. Someone like Lucy von Sturmer. Growing up, she was concerned with the state of our planet. Now, our Wavemaker of the Month spends her days kickstarting sustainable waves of change as founder of The Humblebrag and as part of Creatives for Climate. Big change. Because, as she puts it, “tweaks to business as usual are just not enough”.
“Like many my age, I’ve grown up with a deep awareness that we consume too much and are out of balance with planetary boundaries. I grew up concerned and engaged in social and cultural issues, and that led me to working in both an NGO focussed on human rights and a multi-stakeholder initiative focussed on sustainable fashion. While I learned that governments, and big business have an important role to play to shift the dial - as consumers, and citizens, we can do our part too.
Does it matter what motivation lies beneath sustainability efforts (concern for the planet versus financial savings) as long as the outcome is the same?
“The system we live in is capitalism - success is measured by economic growth, but that is changing. The rise of B Corp and the triple bottom line metric (people, profit, planet) gives more weight to social and sustainability concerns as a valuable end in and of themselves. We also see governments now moving from measuring GDP to wellness and happiness indexes. The system is starting to change!
Yes, I think the business case for sustainability must be clear, but I also think that business leaders - and political leaders - must be focussed on long-term longevity and bigger goals.
Would you say sustainability a luxury choice? Can only companies/individuals with enough resources choose to strive to sustainable standards?
“Ha! No! Of course not. What a myth. The most sustainable item is the one you already own. Buy less. Buy well. Make it last. Don’t fall victim to green-washing and the myth of conscious consumerism.”
What do you consider your biggest success in sustainability?
I have been working with The ZDHC Foundation for many years to put the roadmap of the foundation - working to eliminate hazardous chemicals from the fashion industry - in the spotlight. Through concepting inspiring events, writing and launching the world’s first book on sustainable chemistry, and successfully ‘mainstreaming’ the topic of green chemistry. Crafting the right message and designing effective ways to engage audiences in (often) complex messages is key to changing behaviour and influencing decision-makers. So I am proud of my role in this.
On the side, and as an activist, I have been part of launching Creatives for Climate, an initiative to inspire individuals, but also agencies and brands, to use their power, platform and influence to drive change on the climate and ecological emergency.”
Who is helping you achieve your sustainability goals?
“I’ve been lucky enough to surround myself with a wealth of mission-driven individuals who also want to create a positive impact in the world. Some names include Jessica Hartley, Tessa Wernink, Zoe van Horenzeggen, and the entire volunteer team at Creatives for Climate.”
You’re this month’s Wavemaker of the Month. What moved you to join the Dopper Wave against single-use water bottles?
“We need both individual and systemic change to ensure that 2021 is the year that sustainability goes from a buzzword to the norm. Changing our behaviour and rejecting single-use plastic is a key part of the change we need to see."
Faith restored and feeling inspired? Take your next sustainability step by joining Lucy in becoming a member of the Dopper Wave against single-use plastic water bottles now. We’ll send you your very own personalised pledge to keep you motivated throughout 2021.