Need to Know
03 : 08 : 23

UK – Biomaterials science company Biozeroc worked with How&How on a rebranding, playfully nicknaming the bio-concrete manufacturer as the House of Hard Things.

While conventional concrete is reportedly responsible for 8% of global emissions, Biozeroc is using biotechnology to create a carbon-negative version of the construction material. The start-up commissioned How&How to create an impactful brand identity that will stand out in the low-attention category that is concrete and other hard materials – while raising awareness of its carbon footprint.

Instead of opting for classic environmentalist aesthetics, How&How decided to opt for humour. The result is a brutalist visual language with colourful accents and playful messaging. Biozeroc’s mission has inspired the tagline House of Hard Things – appropriate for a company undertaking the hard mission to re-invent the core components of the world’s hardest materials. The company is also ‘spreading hard truths’ by sharing unspoken dirty secrets about the cement industry.

The use of subversion in sustainability messaging is proliferating. This creative strategy can draw attention to topics that the wider public is tired of hearing about, or doesn’t care for much, to initiate a climate conversation.

US – A recent study published in the journal Nature has shed light on a concerning issue in the US food industry. Contrary to popular belief, forced labour may be happening closer to home than previously suspected rather than solely in foreign countries.

The study found that 62% of food products, excluding seafood, sold in the US and produced through forced labour were likely to be manufactured in the country itself, with animal-based proteins, processed fruit and vegetables, and discretionary food such as sweeteners, coffee, wines and beer being the highest-risk categories. These findings indicate that the problem of forced labour exists in the US food supply chain, potentially affecting the health and wellbeing of those involved.

The authors highlighted the vulnerability of certain groups, such as migrant workers with precarious immigration status, who are at higher risk of being forced into labour due to their limited mobility and economic constraints. With nearly 28m people globally coerced into labour daily, according to The International Labour Organization, this study serves as a stark reminder of the need for vigilant monitoring and prevention of forced labour practices. It also calls for more social justice movements, similar to those highlighted in our Activism Eating Market, to look at how to create opportunities and connect communities around provision and accessibility.