Helen Townsend - putting the Sustained Fun back into the toy industry

SUMMARY from Fathom

Helen introduces herself and EcoSclatch

Helen founded EcoSclatch to create reusable water balloons as a sustainable alternative to single-use plastic balloons, which produce 1200 pieces of waste per use. EcoSclatch balloons can be thrown and refilled multiple times.

Helen's time in Nepal and seeing plastic pollution issues first-hand motivated her to start the Rubbish Whisperer and introduce reusable produce bags and paper straws to New Zealand. She educated businesses on sustainability despite initial resistance.

Helen changed the company name to Sustain Fund to sell under a banner representing its purpose. Though some impact is hard to measure with a low carbon footprint, certification promotes values and sparks important discussions internally.

The toy industry is slow to respond to demand for sustainability despite comprising 1% of plastic production. Helen aims to change global toy industry standards through World Sustainable Toy Day and collaborating with other purpose-driven toy companies.

While profit is not a conflict for Helen, impact is challenging to measure against expectations for improvement. Careful research is needed to avoid mistakes like an unsuccessful activity book cover material choice. Values must come before potential profits from unethical opportunities.

HIGHLIGHT

• rubbish collection in nepal - Helen explains how seeing plastic waste in Nepal and Bangladesh inspired her to start a business addressing the problem when she returned to New Zealand.
• dad a b keeper - botany - Helen recalls childhood experiences appreciating nature.
• research based - Helen explains conveying research in accessible ways.
• b corp discovery - Helen discusses joining B-Corp certification for her business Sustain Fun.
• b corp journey - Helen discusses verification process and score drop after positive feedback.
• b corp reception - Helen reflects they are still young so it's hard to pin something down, whether because they've been caught or not, but people have messaged saying they're a vehicle for content or a beak-or, so it spreads word of what beak-or is and gets across their values and purpose.
• balance purpose and profit
• toy industry env impact - Helen discusses packaging sustainability in the toy industry.
• toys a key to change - Helen discusses children needing awareness of climate change as adults.

Origins of the Rubbish Whisperer and early sustainable productsTransitioning to Sustain Fund and B Corp certificationDiscussion of sustainability in the toy industryChallenges of balancing purpose and profit

Check it out! And get inspired.

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