From performance to sustainability to the regenerative economy. Ingredient Branding has undergone a “remarkable transformation” says Tomas Vucurevic, Managing Director of the Ingredient Brand consultancy Braind.

As the regenerative economy emerges, the strategic brand consultancy Braind extends its well-known ingredient brand model by a new, third generation:

1st generation: Performance

The first generation of Ingredient Brands were rooted in proprietary innovations and technologies that provided significant performance enhancement to the finished products in which they were incorporated. The core mission of first-generation Ingredient Brands was to improve customers’ products and provide a better product experience for their end-users.

2nd generation: Sustainability

With the second generation, the focus shifted from performance improvement to sustainability solutions. Materials companies began to address environmental issues by recycling specific waste streams and making products more sustainable. In this way, second-generation Ingredient Brands help their customers better achieve and demonstrate their sustainability goals such as ESG or SDG targets.

Next generation: Regeneration

The concept of a regenerative economy goes beyond sustainability and the mere circularity of materials. While sustainability aims to maintain and reuse existing materials, the regenerative economy strives to additionally improve the local environment and societies. This approach involves actively restoring ecosystems, supporting communities, and creating products that biodegrade or serve multiple purposes. Third-generation Ingredient Brands help its customers contribute to the regeneration of the planet’s environmental and social situation.

Collaboration is the new keyword

Collaboration between sustainable material innovators and brands is key to successfully navigating this new landscape. As the world looks for solutions that go beyond maintaining the status quo, Ingredient Brands have the potential to lead the way in regenerating our planet and communities while delivering products that align with these principles. Tomas Vucurevic from Braind predicts that NextGen Ingredient Brands will need to act more holistically and not think only about the full lifecycle of their materials but also the regenerative aspects for communities and the planet.

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