We speak in a way that reflects we are beyond sustainable. It is clear that we are well-informed about greenwashing and the pitfalls of using terms such as ‘plastic-free’ or ‘biodegradable’ in the sustainable packaging space. Our choice of words is considered and precise, which makes us look and feel premium. At the same time, we stay connected to our mission of restoring planetary health by focusing on the well-being of the Earth and its inhabitants. Our messaging always supports our mission.

We consider the people in our audience our friends, who are curious to hear about what we do, yet also hold us accountable. Therefore, we speak honestly and authentically. We are transparent about our processes and supply chains. When necessary, we voice our discontent—being honest means you cannot always be happy.

We make products for all people, and it is important that everyone feels welcome to use them, no matter their background, age, gender, skin tone, level of education, or (dis)ability. Write in a way that feels inclusive to all humans, and nonhumans, too.