What might climate tech and the wave of alternative material innovation have in common with the dot com boom in the 00s? Nicolaj Reffstrup recently gave his take on how materials innovators could learn to set the context for their innovations to make them heard, seen, and backed by customers and investors. For more insights, check out Allen Zelden's piece featuring Nicolaj, Michael Smith from Regeneration.VC, and great innovators like Polybion, Keel Labs, Kintra Fibers, BioFluff, and Modern Synthesis.
Why is the #materialinnovation industry only ever talking to itself? That's what we asked Nicolaj Reffstrup, Founder of Ganni A/S and Look Up Ventures, and Michael Smith of Regeneration.VC in our latest FUTUREVVORLD exclusive: 🔗 https://lnkd.in/g_zWhnvc As someone who's genuinely passionate by the greater impact we can work towards within the nexus of materials, ethics and sustainability, I can't help but feel a sense of ominous foreboding. You see, I've walked around the block enough times in other industries to know where the potholes are 🕳️ …and not speaking to your end-customers is the biggest and most dangerous pothole imaginable! If those leading the charge in #nextgen materials are to navigate and succeed in the fashion, footwear and design industries - particularly in times of heightened consumer interest - then more effort needs to be made in building brand and relevancy. And to do that, I believe the material innovation sector needs to shift some of their abilities and energies away from the (perpetual) interests of investors and back onto the interests of consumers... ...because changing their behaviour is what ultimately changes industries!! It’s time to move beyond the current lack of inspiring dialogue, and focus on the provocations needed to challenge consumers to evolve and effect change...THEY'RE READY!! Excited to unpack this further via FUTUREVVORLD and FVV.AGENCY!