Quest Impact Design Studio

What are alt tags?

Alt tags are brief descriptions embedded within an image’s HTML code that describe what the image depicts. These descriptions serve multiple purposes: they provide essential information to people who cannot see the images, ensure that search engines understand the content of the images, and appear on the page when images fail to load due to connectivity issues.

To put it simply, alt tags are the key to making sure that images are not just decorative elements but informative and accessible to all users.

The role of alt tags in digital accessibility

The web should be a place where everyone can access information equally. For people with visual impairments, screen readers are essential tools that interpret web content. However, without alt tags, screen readers cannot convey what an image represents, effectively leaving users in the dark. This exclusionary practice can harm a brand’s reputation and alienate a significant portion of the audience.

Alt tags ensure that visually impaired users can fully engage with content by providing descriptions of images that might otherwise go unnoticed. For instance, instead of a screen reader announcing “image,” it can convey “man doing yoga in front of the ocean”, offering context and meaning. But if you run a company focused on personal workout coaching, for instance, you might want to add which muscle(s) this person is stretching and how he’s doing that.

Man doing yoga in front of the ocean

The SEO benefits of alt tags

Beyond their accessibility advantages, alt tags also serve as a vital component of SEO strategies. Search engines like Google use alt text to understand the content of images, which can help improve a website’s ranking in search results. For example, if you run a blog about travel gear, including the phrase “best carry-on luggage” in your alt text can make your site more discoverable for related searches.

This dual function of alt tags — as a tool for accessibility and a means to enhance SEO — makes them indispensable in modern web design.

Best practices for writing effective alt tags

Creating alt tags that are both descriptive and concise is an art. Here are some best practices to ensure your alt tags are impactful:

  1. Prioritize context: Describe the image in a way that adds value to the surrounding content. For example, “labrador playing in the park” might be appropriate for a pet care blog, whereas “adopt a labrador puppy” could be more relevant for an adoption site.
  2. Avoid redundancies: Skip phrases like “image of” or “photo of,” which are unnecessary. The alt tag should go straight to the point, focusing on what’s essential about the image.
  3. Incorporate keywords thoughtfully: While it’s important to include keywords to boost SEO, they should be used naturally within the description. Keywords should not compromise the clarity and usefulness of the alt text.
  4. Omit decorative images: Not all images need alt text. If an image is purely decorative, it’s better to use an empty alt attribute (alt=””) so that screen readers can skip over it. This prevents confusion and keeps the focus on content that adds value.

Conclusion: alt tags as a pillar of digital inclusivity

In today’s digital age, where inclusivity is no longer just a buzzword but a necessity, alt tags are a simple yet powerful tool to ensure that your content is accessible to everyone. By thoughtfully crafting alt text, you can make your website more welcoming to users with visual impairments and improve your visibility in search engine results.

Incorporating alt tags into your content strategy is not just a technical task, it’s a commitment to making the web a more inclusive space. As you build and grow your digital presence, remember that accessibility starts with the details, and alt tags are one of the most important details you can focus on.

Ever since the Paris Agreement came into fruition almost ten years ago, worldwide consensus has been to remove carbon from the atmosphere whilst reducing our greenhouse gas (GHG) emissions with the hope of reaching net zero by the middle of the century. It is our beacon of hope in transitioning towards a more regenerative and renewable future. With the largest chunk of GHG emissions associated with climate breakdown coming from business-driven economic activities, it is clear that organizations across sectors have a massive role to play today and tomorrow.

But what does net zero even mean?

In a nutshell, net zero represents a state in which GHG emissions from human activities and the removal of these gases are balanced over a given period of time. This entails removing as many emissions as we produce. While it may seem like a great idea in principle, achieving net zero remains challenging for many companies in practice as it requires innovative technologies and cooperation across the entire value chain.

How do we achieve net zero?

As more companies are exposed to risks imposed by the climate crisis and other external pressures, more and more of them are adopting specific targets and strategies to do something about it. They set targets and bold ambitions with a combination of different approaches to reach net zero: 

  • Actions to reduce their own emissions as well as those across their value chain
  • Actions to directly remove greenhouse gasses from the atmosphere
  • Actions to offset their emissions by purchasing carbon credits

Why is it a problem to solely focus on GHG emissions?

Today it often appears that GHG emissions are the only source of damage inflicted by humanity on our planet. It causes all efforts to be focused on that rather than looking at the bigger picture. It diverts attention from other pressing environmental issues that need our attention. This prompts the question: has net zero purely become a misleading and unhelpful badge that companies strive for? Time to look at three key issues behind net zero.

Issues with net zero summed in an infographic

Issue #1 – Setting a target with no concrete action

Net zero claims vary enormously in terms of credibility. To date, there is no binding regulation requiring a transition to net zero, meaning that commitments and targets are purely made on a voluntary basis with little to no accountability, transparency or enforcement. Despite numerous promises and goals made in the past, few have been achieved. While some companies embark on clearly-defined pathways to reduce GHG emissions like Science Based Targets, even these initiatives have come under recent scrutiny for allowing the offsetting of Scope 3 emissions.  Now more than ever, companies are jumping on the bandwagon making ambitious pledges to reach net zero emissions by 2050. Yet, many are uncertain where to even get started…

Issue #2 – Compensating emissions through offsets

Many companies have embarked on a sustainability journey that requires the bare minimum. They base their efforts on continuing with business as usual and to instead rely on carbon offsets to make amends for the damage they cause. They compensate for their emissions by investing in projects that remove greenhouse gasses from the atmosphere, such as tree planting . The classic ‘burn now, pay later’ approach undermines the urgency of emission reductions by actively postponing action. 

To set the record straight here, not all offsetting schemes lack positive impact. However, the real issue is the lack of measurement and quality control coupled with companies’ over-reliance on doing what they have always been doing without prioritizing the reduction of emissions. They instead compensate and feel that they are off the hook without having to change their own operations.

Issue #3 – Falling into the carbon tunnel vision trap 

There is no doubt that limiting GHG emissions is imperative to fighting the climate crisis. GHG emissions are the primary contributor to global warming, making their reduction imperative for our future. It is therefore understandable that they are a common feature in most sustainability strategies out there. 

However, this focus can lead to some misunderstandings. A comprehensive sustainability strategy should not solely focus on a narrow concept of net zero, but instead encompass a broad range of challenges, risks, and implications. A narrow focus on carbon emissions can limit our ability to  drive impactful action by narrowly emphasizing on one metric alone: GHG emissions. This blind spot causes us to overlook other significant aspects integral to sustainability and ESG.

How can we adopt systemic thinking?

To achieve widespread and lasting impact, we must adopt holistic and system thinking in our approach to sustainability. Broadening horizons will not only allow us to explore new opportunities but also address present and future risks comprehensively. 

There are a myriad of complex and interrelated factors that go far beyond GHG emissions. From soil degradation to desertification, from water pollution to biodiversity loss, our planet is facing a range of inextricably intertwined issues all related to net zero emissions. By overwhelmingly focusing on emissions, we have neglected our greatest ally in taking out CO2e from the atmosphere and storing it away: nature. Without nature, achieving net zero is unattainable.

Using double materiality to focus your priorities

The question that arises now is: what should we prioritize instead? For actionable steps and a comprehensive sustainability approach, we can turn to a double materiality assessment. A strategic and impactful way of addressing the most pressing ESG risks and opportunities that your business may face. Instead of providing a long list for you to tackle, double materiality checks for interdependencies by clustering them into well-defined factors to consider. It looks at the impact that your business has on the planet and society, whilst also unfolding the potential impact a changing planet will have on your operations. By taking into account all stakeholders, a business can then prioritize which issues to focus on first and therefore not overlook new potential possibilities to drive meaningful, impactful action.

Conclusion

The need to go beyond GHG emissions does by no means downplay the value of reducing and removing emissions. Instead, it highlights the necessity of  taking comprehensive and holistic action across various sustainability dimensions. The planetary crisis we face is multifaceted and interconnected, and so should also be our approach to combating it.

How can we help?

Our Double Materiality Assessment not only analyzes the external impact on your finances but also scrutinizes the impact your company has on the planet and people. We help you shape a relevant, multidimensional sustainability strategy by looking at all essential ESG aspects of your business.

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It is fair to say that we are bombarded with adverts across various media channels almost every day, all day. They fill our news feed, appear on our commute to work, and interrupt our favourite TV show. Still today, a significant amount of those adverts stem from fossil fuel companies that want to green their image by making us believe that they are part of the solution towards a green economy. In an unprecedented move, one media agency has now been uncovered in helping fossil fuel companies push false claims to the eyes and ears of consumers.

What exactly happened?

Media agencies have been working with all sorts of ‘dirty’ industries for a very long time. And yet, when Shell’s selection of Havas, a major French media agency, came to light in Mid-September 2023, many people raised their eyebrows. How could a marriage between an agency with B Corp status and a fossil fuel company go unnoticed or be tolerated by society in times like these? Fast forward to the summer 2024, after sustained pressure and complaints from a coalition of other agencies condemning this partnership, four agencies owned by French advertising group Havas were stripped of their B Corp status. While it may not be the first time that B Lab strips companies of their B Corp status (remember the BrewDog case), this still remains an unprecedented move that may forever change the rules of the game.

What is the B Corp certification and how does it help?

The B Corp certification is today one of the most renowned sustainability labels that distinguish businesses acting as a force for good. Organisations that act for, rather than against, people and the planet. And the process to become certified is by no means easy. Analysed and assessed by B Lab, businesses have to showcase how they minimise their negative impact and embed sustainability within their core operations. While the certification is open for all profit-making corporations, one thing that the certification has been firm about for a long time is its stand on prohibiting controversial industries such as fossil fuels to become part of this exclusive community. The certification can by no means be used to cover persistent greenwashing. 

However, this has not stopped fossil fuel companies from working closely with other B Corp companies, such as Havas, that claim to be ethical and environmentally-friendly. A move that breaches B Lab’s core values expressed in its Declaration of Interdependence. In order to ensure its long-term viability and to overcome public scrutiny, B Lab is now evolving its standards to include more rigorous due diligence for environmental impact and human rights. They are due to be released later in 2025.

B Corp logo

What are governments doing about it?

‘The godfathers of climate chaos.’ That is what fossil fuel companies are in the words of António Guterres, UN Secretary General. Like many other people around the world, he is calling for an end to fossil fuels and particularly addresses those that continue to aid and abet them. In other words: advertising and PR companies.

While many governments restrict or prohibit advertising for products that harm human health, just like tobacco, almost none have taken concrete action in protecting us against fossil fuels. In 2022, France became the first country in the world to ban adverts for fossil fuel companies, even though its law doesn’t come without loopholes. Cities such as Amsterdam have also kickstarted initiatives to ban fossil fuels advertising in public spaces such as public transport, but it is clear that so much more needs to be done.

So, what next?

It’s worth noting that Havas is not the only media agency group to have fossil-fuel clients. On the one side they portray themselves as climate champions, while behind the curtain they continue to simultaneously advance the interests of fossil fuel companies. As more and more of us are demanding full transparency, many more will be uncovered and questioned for ethics, integrity, and malpractice. Facing this reputational risk, there is no doubt that agencies can also become the catalysts of change that use their power and ability to influence people’s behaviour to make more environmentally friendly choices, rather than inflicting further harm to people and the planet. We therefore call all agencies to not be seduced by the lucrative deals offered by fossil fuels, but to instead make a genuine commitment to divest from working with them. It is everyone’s responsibility to move away from fossil fuels and embark on a journey towards regeneration.

To B Corp or not to B Corp? As a B Corp certified consultancy, we truly believe that businesses have a responsibility to amplify their positive impact. By coaching and training businesses on their road to certification, we ensure that every eligible business can become a reason for hope and a force for good.

 

Need help on your journey towards B Corp certification?

It is time to reduce your negative impact, and most importantly make a positive change. We are here to help you on that journey.

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You may have heard or read about it, but just in case you missed it: On June 17, 2024, the European Union Environmental Council (EUEC) gave the final green light for the Nature Restoration Law. A day that will go down in history as a turning point for nature and society. The first law of its kind in the EU to protect and restore Europe’s forests, land, coastlines, lakes, oceans, and overall biodiversity is not only a massive win for nature but also for people. Let’s break down what it is all about.

The making of the Nature Restoration Law

It all started back in June 2022 when the European Commission proposed a law under the biodiversity strategy. After four years of divisive political debate, absurd disinformation campaigns aimed at destroying the proposed law, and mass public mobilizations across numerous sectors defending the integrity of the EU Green Deal, the lengthy process finally concluded with a joyful outcome. The EUEC’s final approval marked the last step for this long-awaited proposal to become law.

Years of twists and turns led to a nail-biting outcome until the very end. Delayed by persistent resistance and lacking a majority vote, it risked being jeopardized after lengthy negotiations. One woman in particular saved the day, as it all came down to a single vote. Leonore Gewessler, Austria’s environment minister, selflessly went against her conservative coalition partners by pledging to back the policy as a last-minute act to achieve a majority vote. Member states followed through with their commitments, and with a majority of 20 countries representing 66.07% of the population, the law was officially endorsed.

I know I will face opposition in Austria, but I am convinced that this is the time to adopt this law.
Leonore Gewessler, Austrian Minister for Climate Action, Environment, Energy, Mobility, Innovation and Technology

So what’s next?

Now that the law is in place, we need all hands on deck. The next step for member states is to allocate the necessary budgets and resources to implement the law’s legally binding restoration targets for the long-term recovery of nature. Additionally, they will outline comprehensive Nature Restoration Plans to meet these obligations, taking their national contexts into account. These plans will be subject to monitoring and reporting before being reviewed by the European Commission.

What does it mean for nature?

Today, over 80% of European habitats are in poor shape—a staggering number that should make us question why past efforts to reverse this worrying trend have been unsuccessful. With this new law, Europe is now poised to lead the way in tackling the climate and biodiversity crises by rehabilitating at least 20% of its land and sea areas by 2030 and all degraded ecosystems by 2050. The EU Nature Restoration Law also includes obligations to:

  • Improve urban green spaces
  • Increase pollinator numbers
  • Enable free-flowing rivers by removing artificial barriers
  • Plant 3 billion additional trees throughout the EU

It is clear that this law is not only about preserving nature but also about ensuring a sustainable future where people and nature thrive together. We cannot fight the climate crisis without addressing the health of our natural environments. Preserving and restoring our unique ecosystems and species is crucial to overcoming the greatest challenges of our time. The question that therefore arises is: what can we do to make a difference?

Do you know about Habitats?

As an impact-driven organization, we’re always looking for ways to maximize our direct and indirect impact. After thorough research on CO2 neutrality, we decided to invest our financial and human resources in what truly matters: our biodiversity. Partnering with other organizations, we launched Habitats, a non-profit network on a mission to start, fund, and scale biodiversity conservation and restoration projects, the number one strategy to mitigate climate change.

The scale and urgency of current global challenges call for effective systemic change. We specialize in identifying and addressing key biodiversity challenges by partnering with a dynamic ecosystem of local organizations and communities. Whether you want to donate as an individual or contribute as a business, we can create or find a tailor-made project based on your needs, geographical scope, and strategy. Reach out if you want to hear more about it!

Ready to stand up for nature?

It is time to reduce your negative impact, and most importantly make a positive change. We are here to help you on that journey.

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What is CSRd? 

The CSRd came into force on January 5, 2023, and establishes a uniform framework for the reporting of non-financial data for companies based and operating in the European Union. It replaces and builds on the existing Non-Financial Reporting Directive (NFRD) and now puts impact reporting on the same level as financial reporting. Its aim is to advance the scope and quality of sustainability reporting by increasing transparency through comparable non-financial information.

How is it done? 

The twelve European Sustainability Reporting Standards (ESRS) within the CSRd are here to ensure that in-scope companies provide reliable, comparable, and relevant sustainability data. They are structured around four thematic reporting areas (strategy, risk and opportunities, metrics and targets, and governance) that represent core elements of how organizations operate. The standards will delve into general requirements and disclosures, expand on ESG topics such as pollution and affected communities, for example, and notably also set out sector-specific information that will be announced later this year (stay tuned by signing up for our newsletter!). More importantly than ever, they will also delve into double materiality.

What about double materiality?

All in all, a materiality assessment refers to identifying the issues that matter most to an organization and determining how important they are. One key factor within the ESRS is adopting the principle of double materiality. It is a holistic approach that prevents one-sided reporting and instead looks at both financial and non-financial impacts. Materiality acknowledges sustainability factors that may affect the company in terms of financial risks and opportunities. It is, therefore, an outside-in perspective that analyzes the impact of the world on a company. Double materiality, on the other hand, includes an inside-out perspective in which one identifies and analyzes the impact that company activities have on people and the planet.

CSRd disclosures will be made publicly available and audited for accuracy and completeness by a third party in a process that can take a significant amount of time. Tailoring a compelling impact report is therefore becoming more important than ever. It is already clear that preparing early for reporting will unearth a range of new opportunities and add a tremendous amount of value to organizations, whether it is to attract new investors that are increasingly prioritizing sustainability to make financial decisions, to set yourself apart from rival businesses with a competitive advantage, or to increase trust and engagement both internally and externally by demonstrating your commitment. Getting started early will allow you to transition to new legislation seamlessly and position your organization ahead of the curve.

How can we help?

From materiality assessment to impact strategy, from B Corp to CSRd compliance, to impact reporting, Quest is here to consult and advise you on the way. Feel free to book a call with us if you would like to have further information on this.

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Welcome Philippe!

In today’s world, embracing regenerative food systems is paramount as it fosters practices that rejuvenate the earth, promote biodiversity, and create a healthier, more sustainable relationship between people and the planet. That is why sustainable food has always been one of Quest’s top impact areas. 

With a background in food waste, circularity and supply chain management alongside a strong passion for biodiversity, we believe Philippe is the ideal candidate to steer Quest’s initiatives in addressing the urgent environmental, social, and ethical challenges across all areas. As the former Global Impact Manager of Too Good to Go and an active member of the B Corp movement, Philippe knows what it means to radically scale positive impact and cannot wait to do the same for your organization. Let’s give him a warm welcome as we take this opportunity to learn more about his journey!

Can you tell us a bit more about your journey and how you became passionate about sustainability and food sustainability in particular?

Since a young age, I have been in love with nature, whether it was going out for hikes in the mountains, spending time in the forest with friends, or snorkeling in the sea. I have always been fascinated by wildlife and eager to spend as much time outside as possible. As I grew older, I became increasingly aware that those natural spaces were dwindling and facing diverse challenges stemming from the overexploitation of the natural world by humanity. I realized that I needed to do my part in inspiring and empowering those around me, specifically by applying my business background to turn businesses into catalysts of change.

I embarked on a series of projects in the food waste space, advising and consulting organizations, researching various topics in further detail, and communicating about them across events and conferences. Food sustainability became a significant passion of mine, not only due to my love for food but also because of the enormous impact that the food system has on the environment. It instilled in me a strong desire to take action and be the change I want to see in this world.

 

We know you had a lot of other options. What motivated you to join Quest, and what excites you most about your new role?

Since my first discussion with Quest, I have admired the ambition the Impact Studio has regarding driving even more positive impact at scale. Joining them will give me the chance to apply my expertise and knowledge and help Quest steer toward creating even more positive change.

Can you name three things you learned as a Global Impact Manager at Too Good to Go that you would also like to apply at Quest and our amazing clients?

Collaboration 

I truly believe in the power of many. It is essential to be fully transparent and open to the challenges one faces while being aware that no person or business is perfect. Instead of thinking solely on an individual basis, it is more critical than ever to consider synergies, interdependencies, and conn ections across the entire organization and supply chain. One person or team alone is not enough; we need everyone on board.

Systemic change

We need a systemic shift that ensures that consumers, and more specifically the individuals behind the business, feel empowered to be part of that change. A business shouldn’t just talk about sustainability or go for the easy, low-hanging fruit, but it needs to embed it in its DNA across shareholders, the management team, and all employees within its operations. Once a business has adopted these new principles, solutions, and processes, it can then become an industry-wide leader that persuades policymakers and consumers to be part of this change.

Triple bottom line 

Sustainability should never be seen as a mere checkbox. One always needs to keep in mind that people, profit, and the planet should go hand in hand. Being more sustainable shouldn’t mean that a business will suffer financially. It instead opens up a whole range of new opportunities and ways of doing business. A business becomes purpose-driven. Even if an action might seem small at first, it can quickly galvanize into something bigger and more strategic in the future.

Can you share some insights into your vision for Quest’s impact consulting services?

My vision for Quest is that we can become the go-to partner for clients across sectors who want to embed a regenerative and sustainable business model. We aim to become experts in the different sectors we operate in, solve problems that our clients face in pragmatic and innovative ways, and steer the conversation when it comes to engaging with businesses as a force for good.

You’ve built up massive expertise in food waste reduction, regenerative food systems, circularity and sustainable supply chains. How do you plan to leverage this knowledge at Quest?

The food system is definitely the sector in which I have built most of my experience and expertise, and I hope that this can help many of our clients going forward. That being said, I also envisage applying much of the knowledge I have gained across other sectors after spending many years researching the planetary crisis. With an academic background in Supply Chain Management, I hope to bring forward a new perspective to the team by making us look at all interconnections and interdependencies within an entire system. We are living in a globalized world in which it is no longer enough to look at one’s own operations alone; it is essential to keep in mind the entire supply chain from start to finish.

What are some of the key initiatives or projects you plan to lead in your new role?

As Quest’s sustainability consultant, I will straight away start working closely with our partners and clients on their journey to a more regenerative business model. Services that we will provide include a.o. materiality assessments, risk profiling, impact strategy development, building ESG roadmaps and conducting benchmark and gap analyses with our impact scan. Learn more about Quest Impact Design Studio services here!

How can our clients and partners expect to collaborate with you in your new position?

You can expect an open ear and a sincere desire to help. To advise, guide and consult you on the challenges you face and be a proactive problem-solver who will inspire you to think differently and to go the extra mile in order to scale positive impact.

When will you be satisfied about (y)our achievements at Quest?

To be honest, I don’t think I will ever be fully satisfied as long as the planetary crisis persists. I am sure we will meet extraordinary milestones together with our partners and clients that we should celebrate, but I also feel that there is so much work to be done.

The world is in dire need of shifting toward a regenerative future, and it will not happen overnight. We need all hands on deck.

– Philippe Schuler, Quest’s new Sustainability Consultant

As you dive into this new adventure, what’s the message you’d like to share with our team, clients, and the wider community?


I am extremely excited to get going! I cannot wait to find out more about the challenges and problems each of you faces. I am ready to add value and bring a new perspective to the room wherever I can. That being said, I am far from perfect, and I envision continuing to learn in different ways and from all the people I will get the chance to meet. We are on this journey together, and I am ready to scale your positive impact even further starting today!

Quest Studio’s B Corp Journey

From its inception, Quest Studio set its sights on the B Corp certification as it embodies everything this company was to stand for. As an impact consultancy, we recognize the crucial need for systemic change and our role within it. Becoming a B Corp wasn’t just a goal—but a reflection of ourselves and the change we want to lead.

When we first approached the certification in 2019, we earned a certification score of 87.4.

By following the B Impact Assessment, we learned much about our organization’s potential for impact, and ultimately, this framework led to a strong foundation for our future. Yet, as we always say, the certification is only the beginning of this impact journey. 

Fast forward to this year, we recertified with a score of 122.7! 

We’re not here to boast about our 35-point increase (although we’re proud). What we truly want to celebrate is the improvement our impact journey led and the lessons we learned along the way.

The Quest Impact Roadmap to B Corp recertification
The Quest Impact Roadmap to recertification

B Corp Recertification Journey

Like our first certification journey, we started auditing our direct and indirect impact alongside our gaps. To do so, we created our own Quest Impact Scan. Inspired by the B Impact Assessment, SDGs, and the GRI framework, we measured and evaluated negative and positive impacts across employees, environment, community, governance, and suppliers to gain insights into areas of strength and areas for improvement.

After measuring our holistic impact, it was time for a materiality assessment to determine the priority areas we could and should further commit to as a team.

These two tools became the input for our Impact Roadmap – full of actionable quick wins and short and long-term impact strategies. Our roadmaps are ever-evolving, constantly adapting to the changing sustainability landscape, and guided by the ultimate aim of fostering a genuine, long-term commitment to sustainability, partnership, and positive impact.

Looking to transform your impact strategy?

Whether you’re starting out measuring your impact, certifying as a B Corp, or ready to start impact reporting, we can help!

Find out how

Building Impact Business Models

We can write a book of all the steps we took to recertify, instead, we wanted to focus on the power of Impact Business Models (IBMs).

IBMs are one of the three aspects evaluated in the B Impact Assessment, measuring how intertwined social and environmental performance is with the way you do business. Qualifying for an IBM can be challenging, with most certified B Corps having 0-2 IBMs. Earning credit in an IBM is difficult, and having three or more applicable IBMs is extremely rare.

Since day one, our core policy has always been to provide our expertise only to the “right” customers and projects—those who ignite positive change. Why? Impact-driven businesses play a crucial role in transforming business as usual. By partnering with those committed to driving positive impact, we contribute to enhancing and growing the impact space.

Though we were always a mission-locked organization that focused on supporting purpose-driven organizations, we wanted to look at the lifecycle of our organization and our services. Given that we are mainly service-based, we evaluated the negative impact of our only ‘product,’ digital design, and websites. 

Quest's B Corp recertification score

Realizing that about 2% of global greenhouse gas emissions come from the internet every year, we needed to push our digital sustainability efforts. 

With transformation and a lot of learning, we prioritized responsible development to minimize negative impacts and ensure the long-term viability of all our digital design services. It’s not just about reducing the carbon footprint of our digital strategies and products, but also about ensuring accessibility and inclusivity for everyone. This commitment has earned us our third IBM. As they say, good things come in threes, and we couldn’t agree more.

Learn about all the details of our recertification here!

Looking for support in your B Corp journey?

As a certified B Corp and trained B Leaders, we can help you foster an ongoing commitment to sustainability through the B Corp certification and beyond.

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The future of our impact roadmap

The B Corp movement is all about driving transformational change. As a certified service provider, we continually ask ourselves: how can we make a bigger impact through our work?

After we finished our original certification, we began conducting extensive research on CO2 neutrality and Net Zero to explore how we could create a tangible impact through our climate-neutral journey. 

The truth is, for a small company like Quest, obtaining a CO2-neutral label would be a manageable feat. However, we realized that while it might enhance our marketing efforts, it won’t significantly improve our overall impact.

Habitats is a non-profit focused on biodiversity conservation and restoration
Quest Studio's newly launched non-profit Habitats

Instead of using our financial resources for a mere badge of approval, we have decided to invest in what truly matters: saving biodiversity. We proudly partnered and launched Habitats, a non-profit organization dedicated to long-term structural solutions for climate change and biodiversity degradation.

Could Habitats be our ticket to a fourth charitable giving IBM in our 2026 recertification? Probably not. In the meantime, we have been busy leveraging our branding, marketing, and fundraising expertise to make Habitats punch a bit above its weight right from the start.

What we are focusing on is bringing systemic change in the biodiversity conservation and restoration space. Check out Habitats now!

Why is price parity so important?

We’re living in a tough economic landscape right now, characterized by wars and rising inflation. The cost of living is going up and in most regions of the world, people’s salaries don’t increase fast enough to cover that gap.

Research has shown that when the cost of living increases, people will prioritize saving money over making ethical decisions. In a 2021 survey conducted by Proveg, 40% of consumers stated that a higher cost of living has led them to eat less plant-based food.

So now, more than ever, the price of your product determines how big the barrier is for people to start trying or buying it. Affordability = accessibility.

Solar panels lead the way

One sustainable product is a key example: solar panels. Solar panels were once very expensive, but now they’ve reached economies of scale (definitely not always in the right way, but that’s another discussion) and investing in solar panels delivers a relatively fast ROI. While looking at energy-storing batteries, the ROI is still less attractive so people are inclined to wait.

Is it a fair battle?

Not at all. We know the cost of living is already hurting a lot of people and yet we have to acknowledge that a lot of the products we buy are simply priced way too cheaply. Why? Because typically a seller can only reach that price level by not paying the people in their supply chain enough, or by not taking into account the social and environmental cost of their product. The True Price Foundation is an interesting organization that aims to change this.

A farmer who’s not using pesticides to boost vegetable growth has to spend money on a verifying body to confirm that. And then all bio vegetables have to be wrapped up in plastics to make sure no ‘contamination’ is happening in the supermarket. A farmer who uses pesticides doesn’t have that cost and can, hence, offer its product at a lower price or take more margin. Why don’t we turn that around? 

What to do when you haven’t reached price parity yet?

Let’s look at your closet: how many items do you have in there that you really value? Be sincere . Chances are that there won’t be too many. We need to change that. We don’t need more items, but we need to value the stuff we own again.

We have to be honest: price will always be a determining factor for consumers, but if there’s one key that can help tip the scale it is transparency and traceability mixed with a good portion of storytelling, making often complex information as accessible as possible.

Want more information on nudging sustainable behavior?

Nudging is a strategy that subtly guides people towards sustainable behaviors without limiting their choices – making them easy, affordable, accessible, and engaging. 

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How will people feel when they scan the QR code on their 3-EUR shirt and see where and how it’s been produced? The Corporate Sustainability Due Diligence Directive and digital product passports are coming and they will prove to be a gamechanger.

Let’s step away from textile and look into food: how much crap do we eat that harms our health? If we talk about price parity, isn’t bad health also a price you pay? And what if your product has a proven(!) positive effect on someone’s health: how much is that worth to someone?

It’s time to switch the narrative and make radical collaboration and transparency the norm. Who’s leading the way?

Benefits of an Effective Brand Strategy

As a leading brand strategy agency, we’ve seen firsthand that having a strong brand strategy can be a game changer for sustainability-driven businesses. Let’s take a closer look at how a well-crafted brand strategy can help a business stand out, scale, and drive greater impact.

1. Differentiation and Identity

While consumers are increasingly searching for impact-driven businesses, it can be difficult for these same businesses to stand out in the current overcrowded market tainted by greenwashing. A strong brand strategy can help them differentiate their businesses and establish a unique identity that resonates with their target audience and reflects their values, mission, and true commitment to sustainability.

Take a peak at Patagonia. The pioneering outdoor clothing company distinguishes itself in the market through a robust brand strategy centered around its mission to “save our home planet.” Besides its substantial use of recycled materials, the brand’s activism and advocacy further sets it apart, as it actively supports grassroots organizations through the Patagonia Action Works program. Remember, Yvon Chouinard, Patagonia’s Founder, has officially stated “Earth is now our only shareholder.”

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2. Attraction and Retention

Developing a clear and consistent brand identity that reflects an organizational commitment to sustainability can create a powerful connection with audiences. This connection can help businesses attract new customers and retain existing ones, driving long-term growth and impact.

As a brand agency, sometimes you have clients that really leave a mark. Social impact platform Percent Pledge connects companies with nonprofits to create a more engaged and purpose-driven workplace. After analyzing its business objectives, we realized a misalignment between its existing brand with its ambitions and target audience. To help it scale and increase engagement, we developed a new visual identity that conveyed Percent Pledge’s commitment to social impact, and made volunteerism more exciting, while capturing the company’s playful yet professional culture. This included a new, bolder, and identifiable logo and color scheme. With its fresh branding, Percent Pledge successfully enhanced its messaging, capturing the attention of its target audience and increasing customer attraction and retention.

3. Trust and Loyalty

By developing an inspiring brand identity that reflects its values and purpose, impact-driven companies can establish a sense of trust and credibility with their audience. When customers feel they can rely on a company to deliver on its promises and make a positive impact, they’re more likely to become loyal advocates for its brand.

Ben & Jerry’s has built a loyal following of customers who share their values and are passionate about their mission by developing a clear and inspiring brand identity that resonates with its target audience. Ben & Jerry’s further enhanced its branding through the B Corp certification, which not only differentiates the company from other ice cream brands, but also gives its customers confidence that Ben & Jerry’s is truly committed to driving positive impact.

Unsure if the B Corp certification is right for your business?

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3. Investment and funding 

An effective brand strategy can significantly impact investment opportunities and funding prospects. A strong brand identity can enhance the perceived value of a company and differentiation in the market, leading to increased interest from potential investors and improved access to funding sources.

Our client, Full Cycle, is at the forefront of changing our reliance on plastic. However, as a complex and technically challenging business, it can be difficult for investors and stakeholders to fully understand its value proposition. That’s where our expertise and solutions came in. By creating visually appealing and easy-to-understand materials, we have helped the California-based biotechnology company overcome the challenge of translating complex information into compelling messages that resonate with the target audience. As a result, Full Cycle has attracted the necessary funding and partnerships to continue its mission of creating a more sustainable future for all. Take a look at Full Cycle’s brand-new logo and visual identity here!

5. Positioning

An effective brand identity plays a pivotal role in positioning a company within its target market. Through a well-crafted brand strategy, businesses can clearly communicate their unique value proposition and establish a distinct position in consumers’ minds, setting companies apart from competitors. A strong position in the market not only drives customer preference but also fosters trust and credibility, enabling the company to thrive and grow in a competitive landscape.

For sustainable tech startup EEVA, Quest’s team conducted in-depth market research, analyzing the industry landscape and identifying key competitors and potential investors. After implementing the recommended changes, EEVA’s new positioning and pitch deck had a transformative effect. In the volatile world of investing, a clear brand positioning and well-defined guidelines turned EEVA into a sought-after investment opportunity, demonstrating the power of a strong brand strategy in positioning and driving success in today’s competitive market.

Scaling Impact-Driven Businesses – why?

All in all, by developing an effective brand strategy, businesses can attract new customers, build brand loyalty, and scale growth. Getting an outside perspective with a brand strategy agency can serve as a key differentiator, helping businesses refine their messaging, connect with their target audience, and craft a more focused and effective strategy. We can all agree that this stands true for every business. Why do we only address impact-driven businesses? 

You might have heard us boast about our exclusive commitment to purpose-driven clients. Why? Because impact-driven businesses play a crucial role in transforming business as usual. By partnering with those that are committed to driving positive impact, we can contribute not only to the success of our clients – making us a hell of a service provider – but also enhance and grow the impact space as a whole. Yes, that means we make it harder on ourselves. There are many difficult decisions that occasionally turn into moral conversations about profitability in business. However, we believe in the balance of people, planet, and profit, and supporting a company that does not seek real positive change won’t help that balance. Ultimately, we hope that this can inspire other players in the space to adopt similar practices and contribute to the larger goal of creating a more sustainable future for all.

What is strategic positioning?

… and why are we talking about this? 

Strategic positioning refers to a company’s approach in differentiating itself from its competitors. In essence, it’s the question we all ask ourselves – “How am I unique?”

For most, positioning is seen as what makes my product different from the others. But a positioning strategy can encompass elements such as branding, customer experience, values, integrity and so much more.

With the greenwash rise, companies must demonstrate their genuine sustainability data to stand out from those jumping on the eco-bandwagon. Yes, its still not too late! By ingraining a sustainability-driven positioning strategy, companies can not only stand out through all the noise but also contribute to a more just and equitable future.

This is all great and good, but what does this look like in practice?

1. Conduct a sustainability audit 

First things first, you have to identify what you are going to measure and track, to then, communicate. Although a sustainability audit may already be in the works in one a department, most do not evaluate overarching impact.  As an example, your organization may be focusing on CO2 instead of mitigation or maybe the percentage of diversity in leadership without evaluating practices of exclusivity in culture.

Need help assessing the current state of sustainability in your company? 

To identify what to measure, start on the Quest Impact Scan. Inspired by the B Impact Assessment, the GRI framework, and the ISO standards, you can use this framework to self-assess and visualize the current state of sustainability in your company.

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This first step is time-intensive yet integral to getting it right. Keep in mind, it’s wiser to set up a sustainability audit for your claims than it is to explain your sustainability claims in an audit.

2. Set a tangible sustainability strategy 

Yes, we know you’re here to read about strategic positioning, but setting a tangible sustainability strategy is the foundation to build from.

And a sound sustainability strategy is all about goals and their execution. Now, if we were in business school, we’d say that setting goals should be specific, measurable, achievable, and relevant to your business sector. Now, this is not wrong, but our advice when it comes to the impact strategy is for these goals to be ambitious, met with data, strategic, and interconnected across industries. These sustainability goals should align with all elements of your strategy and, honestly, need to be more ambitious in execution.

If your goals are far-fetched, do you have the data to back them or a strategic action plan to achieve them? For example, every business in our feed has claimed to go carbon-neutral by 2030. Great goal! But what is your transition plan for the energy you are producing in the meantime? If the answer is offsetting, try again.

Additionally, your goals should be all-encompassing. We keep seeing claims to be 50% recycled materials. If your current capabilities are at 35%, then this is a SMART goal. But is there a transition plan for the recyclability of those materials? Where does 50% fit in the purpose and broader business goals on recyclability anyway?

All this is to say that incorporating sustainability goals into the company core can position your company as a leader in your industry, building a strong reputation and competitive advantages that can be beneficial in the long term instead of the two-second internet celebration.

Need help aligning business efficiency and profitability?

We help you create a more positive impact faster with an impact strategy that perfectly balances purpose with profit and strengthens your image. Based on the sustainability audit insights, with Quest Impact Accelerator we co-create an actionable impact strategy tailor-made to your company’s needs while upholding your bottom line.

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3. Be transparent

Want to have a strong positioning strategy? Be transparent. And yes, this means the downfalls too. Being transparent is your time to earn credibility for all the work put forth. Openly sharing your sustainability practices, goals, and progress shows stakeholders the honest commitment to reducing environmental impacts and creating a more sustainable future.

Now, this brings a lot of uncertainty to businesses that have risk-averse investors, but it is proven that communicating sustainability practices does a lot more for organizations than posting about their ambitions.

In 2021, B Corp-certified eyewear company Ace & Tate issued a humbling press release, “Look, we f*cked up,” addressing mistakes made around sustainability and its efforts to change.

This radical transparency has been proven to be effective in building trust with stakeholders by providing them with all the information they need to make informed decisions.

How effective is it? On Instagram alone, Ace & Tate’s post disclosing these shortcomings boasted higher engagement than the preceding B-Corp Certification announcement the day before—representing +450% higher engagement than the average post for the trailing 30 days.

Yet, doing this efficiently is easier said than done. Start with your framework to report this. Select your themes to explain your action plan, share ALL progress updates (or lack thereof), and always include an avenue for feedback.

As impact marketers, we can assure you that standard content creation that celebrates wins is no longer enough to impact the bottom line. People and businesses want genuineness; meet them where they are.

Does your brand need help standing out?

At Quest Studio, we are on a mission to help scale and accelerate impact-driven businesses, and we truly believe SEO is crucial to standing out in this overcrowded market tainted by greenwashing.

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4. Partner with others

Many companies share the common sentiment that they’re too small to influence their entire value chain.

Yet, many treat partnerships as a growth-only opportunity where industry or cross-industry partnerships could lead to sustainable transformations and, in turn, a stronger position in the market.

By collaborating with others, you can leverage your business strengths, pool resources, and share knowledge to achieve common goals that may be difficult to achieve alone – Diana Garcia, Quest’s Head of Growth

This can lead to increased efficiency, reduced costs, and improved innovation, all of which can help you stand out in your sector. Additionally, through partnerships, you can gain access to new markets, technologies, and expertise, which can help you expand your company’s offerings and reach new customers.

Take ice cream brand Ben & Jerry’s and chocolate manufacturer Tony’s Chocolonely, for example. United by a shared passion for social justice, their latest partnership is taking both companies’ sustainability journeys to the next level. By adopting Tony’s 5 Sourcing Principles, Unilever-owned Ben & Jerry’s is pulling its weight in the effort to ensure a fully traceable cocoa supply chain while addressing poverty, the root cause of social injustice for cocoa farmers.

Now, what does this have to do with positioning? Consumers are looking for those leading the way in terms of sustainability, and by having a partnership approach, you can reach and communicate the transformation faster than doing it alone. From a B2B perspective, organizations are looking for those open to collaboration and sharing resources for an even faster industry transformation. Being a leader in this collective action is always a great position to be in, no matter your growth goals.

5. Verify

The do-it-yourself sustainability evaluation is no longer credible or viable. Collaborating with credible third-party organizations can help verify your sustainability efforts and help you strategically position your company as a sustainable business. These evaluations can include sustainability audits, certifications, or nonprofit-led movements, such as B Corp Certification.

Now, this would not be true to our values if we just said, “Verify and be done with it.” Organizations should have third-party audits to prove their work, but that is not the end of the story.

Assessments, certifications, and frameworks should not be a checklist item, but a learning exercise to act and improve.

Take the example of fellow B Corp Willicroft. After conducting an initial Life Cycle Assessment (LCA), the plant-based cheese company found their core ingredient, cashew, to be highly emitting and highly water consuming – Willicroft’s cashew-based Italian Aged was only 2.5 times less emitting than dairy Parmesan. Ultimately, the Amsterdam-based company switched to white beans as its core ingredient, as it would lead to major emissions reduction and can be grown locally.

We strongly believe that this is only the beginning of the endless ripples of change to come.

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