“Consumers can see through greenwash”: Three founders’ tips for sustainable success

With greener products popping up all the time, consumers have never been more spoiled for environmentally friendly choices. But there’s a difference between bandwagon jumper and trailblazer – just ask these three Australian innovators.

On Earth Day 2021, Kochie’s Business Builders and Flying Solo partnered with Amazon Launchpad for a live webcast with three Australian businesses that are leading the way in sustainability.

We asked Julia Kay from Great Wrap, Suthan Naganayam from Niki’s Natural Wipes and Rikki Gilbey from WAW Handplanes to share their best advice for any business looking to make a sustainable impact.

#1. Overcome ‘eco-anxiety’ one step at a time

Melbourne couple Julia and Jordy Kay founded Great Wrap, the world’s only certified compostable cling wrap, in March 2020. Made with zero microplastics, Great Wrap’s plant-based, biodegradable cling wrap takes 180 days to break down in compost – a far cry from the 100s of years single-use household cling wrap takes.

Julia, an architect, and Jordy, a former winemaker wanted to find an alternative to the wasteful practices they were seeing in their respective industries. In just over a year since their launch, they’ve earned global cred as an innovative solution for both home and commercial purposes.

Julia’s advice for anyone with a green business idea is smart and simple: don’t let the overwhelm consume you.

“At the start of my journey into this space, I felt very overwhelmed because there is a lot of information and you do sort of feel that eco-anxiety,” Julia told us.

“But I think if you just set a goal and go back to the start and bite off a small chunk – that’s what we’ve done with cling wrap – it’s a small part of plastic waste that we can target. I’d just recommend doing that, and then the steps sort of unlock as you know more and understand more. It becomes easier.”

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#2. Stick to your core values 

Niki’s Natural Wipes is another ‘world first’ – they’re the world’s only 100 per cent natural baby wipes with coconut oil and Manuka honey essence to help soothe sensitive skin.

Melbourne parents Suthan and Durka Naganayam came up with the idea after their son Niki was hospitalised for a Urinary Tract Infection and suffered ongoing issues with nappy rash. Suthan, who had worked for a global IT company, and Durka, who is an osteopath, researched and tested ingredients for two years before their January 2019 launch.

Sold online via subscription-based model, Niki’s has been a hit with parents looking for non-toxic solutions that work – especially in the US.

For Suthan, his best advice for future sustainable businesses is to stick to your guns.

“When you first start a business there’s always hard obstacles,” Suthan said. “It’s never easy, but be passionate about what you’re doing. When you get to a roadblock and someone says ‘Don’t do this, it’s going to be 50 cents more expensive compared to that which has already been done’ – just stick to your core values and eventually it’ll come through.”

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With Niki’s, Suthan’s core plan was to use natural ingredients. While developing the product, Suthan and Durka realised that the cloth itself needed to be plastic and chemical-free – which is how they landed upon ethically sourced wood pulp cloth.

“One thing about Niki’s is that we are fully transparent,” he said. “We provide all the ingredients and all the manufacturing processes to show it, and that’s a key aspect.”

#3. Be genuine and be loud

Sydneysider Rikki Gilbey loves the ocean. He loves it so much he’s created a bodysurfing brand based on keeping the ocean clean.

WAW Handplanes are bodysurfing handplanes made from 100 per cent sustainable, recycled and reclaimed materials. The WAW BadFish handplane is made from Australian recycled ocean plastic collected from the Great Barrier Reef. Think things like plastic bags, toothbrushes, bottle caps and detergent bottles – all reworked into premium bodysurfing equipment.

“I don’t see the point in creating something that would negatively impact the thing you love the most,” Rikki said.

Rikki’s advice for aspiring green businesses is a double-header: be genuine and shout it out.

“If you are going to market yourself as being a sustainable company, be genuine. Consumers can see through greenwash these days, so if you’re doing something good, do it well, and don’t be afraid to talk about it,” Rikki said.

“If you’re doing great work in packaging behind the scenes, let them know. Consumers want to be supporting brands that are doing great stuff.”

Are you the next great sustainable Australian business?

Applications are now open for the 2021 Amazon Launchpad Innovation Grants.

Each year, Amazon Launchpad gives five Australian entrepreneurs and startups a prize package worth more than $200,000 to grow their businesses. Winners receive a $20,000 cash grant, Amazon advertising support, an exclusive Amazon boot camp experience with access to Amazon experts, a national advertising package with JCDecaux Nurture and access to industry experts and onsite marketing placements on Amazon.com.

Ten finalists will be asked to pitch to Amazon HQ, with a judging panel including Chadd Ciccarelli, Head of Launchpad at Amazon Australia; Carolyn Creswell, founder of the country’s leading muesli brand Carman’s; and managing partner, Kylie Frazer, of tech investment group, Eleanor Ventures and last year’s grant recipients Rosa-Clare Willis and Andrew Ford from Crock’d. Five winners will be chosen in June.

Apply now at www.Amazon.com.au/Launchpad. Applications close 11.59pm AEST, Monday 10 May 2021.

This content is brought to you by Kochie’s Business Builders supported by Amazon Launchpad.

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