Progress is...

People are having less, or no children at all, based on the belief that every new-born child is contributing to the problem of climate change. In contrast to this, children today are more aware and know more about the impact of climate change than their parents.

We used this insight to set an ambition for Bugaboo which centred on the idea ‘Make children and parents part of the solution to climate change’ with two leading goals:

Goal 1: Reduce every Bugaboo child’s footprint from circular products and services to circular consumption

Goal 2: Activate the next generation of climate activists

Focused on this new ambition, we refreshed Bugaboo’s current strategic commitments and created a platform, new sustainability identity and messaging to drive employee and consumer actions around Bugaboo’s vision.