At the Split Development Agency (RaST), we organized the workshop “Sustainability as Brand Identity: Tell a Story That Builds Trust” as part of the AWASTER project. The event explored what the business of the future should look like and how sustainability can become an integral part of a company’s identity rather than just a marketing tool.
The workshop brought together entrepreneurs and experts who shared inspiring and practical examples of integrating sustainability into everyday business operations. The discussion highlighted how authentic storytelling, transparency, and measurable sustainability practices contribute to building trust and long-term brand value.
Three entrepreneurs presented different yet equally impactful approaches to sustainable business. Humana Nova, a social enterprise from Čakovec, demonstrated how textile waste can be transformed into new products while simultaneously employing members of vulnerable social groups, combining environmental responsibility with social inclusion. Verdura Box showcased a business model based on supporting local food producers and creating short supply chains, delivering fresh, locally grown fruits and vegetables directly to customers. Illirica presented its natural cosmetics brand rooted in vegan ingredients, environmentally responsible production, and packaging made from recycled materials, proving that sustainable products can be both effective and aesthetically appealing.
In addition to success stories, panelists openly discussed the challenges of implementing circular economy principles, offering participants practical advice for applying these concepts within their own companies. The discussion was moderated by Michael Freer and followed by an interactive exchange with participants, who showed strong interest and actively contributed with questions and insights.
The workshop once again confirmed the growing need for education and dialogue around circular economy and sustainable entrepreneurship. By strengthening knowledge and sharing real-life examples, the AWASTER project continues to support businesses in transitioning toward more sustainable and responsible practices.
