EMPLOYEE PERSPECTIVE

The integration of sustainability efforts into the global team

With Icebug Inc. in the U.S. and Icebug GmbH in Germany, there are two daughter companies integrated in the sustainability efforts. As part of the global Team, we are, despite differences in culture, legal framework, and buying behaviour, both responsible for aligning our efforts and acting as ambassadors of the Icebug culture. There are basically three layers, depending on the liberty this framework provides us.

Layer one is 100% voluntary action, which we can simply adapt 1-to-1. Incorporating ClimateNeutralNow as CO2 reduction and compensation was straight forward. As – state today – this is not regulated. With this action, we ensure the overall company is acting responsibly, even when a person driving to a sales appointment is technically employed by one of the daughter companies.

Layer two is elements which we can adapt, but not integrate 1-to-1 due to different frameworks. Examples here are recycling regulations or work and parental leave regulations. The strategy here needs to be to work within the legal framework of each country while assessing if extra steps are necessary. Staying with the example, as a concrete solution, we are offering (temporary) part-time options, which are more flexible than typically the case. Layer-three: Living life as an ambassador of Icebug values. This is probably the most interesting and most inspiring part as an employee. Sweden is seen as progressive in driving sustainability, and Icebug even more so. Many parts of Europe or the US still do not value sustainable efforts similarly.

The more we and partners know about it, the bigger the impact we will have. During the last years, we have seen a big change from being belittled with our vision and first efforts, to more and more end consumers valuing our efforts and dealers starting to change their buying criteria and actively talking about environmental impact and company values in the sales process. And this again is an empowering feeling for all of us. So, we are closing the loop on what Icebug wants to stand for – never mind where on the planet.

By Mathias Basedow, Country Manager Germany / Austria