Brief description of the organisation/initiative
Beyond Green is a new online platform for sustainable fashion, “green” beauty and eco-lifestyle, but also for some other items. The is a place where fashion can exist responsibly so that customers can enjoy the design, the artistic moment and the love for the things they wear and use every day. This applies to cosmetics, food, home and lifestyle.
Beyond Green was established in 2020, its founder, Teona thought change was possible when you want. Teona graduated from the Queen Mary University of London, School of Politics and International Relations. During her education, she realised that change is possible through advocacy and lobbying, especially if there is a social goal. For several years Teona has been working successfully on her Wanderlust blog, attracting a large audience that follows her and reads from different continents. Her readers have diverse interests and needs. She plans to include people who will write and speak openly about their problems, and also about the available examples that can be easily applied.
The purpose of the Beyond Green platform is to educate and honestly promote things that the creator loves and uses in her daily life, and they have the hallmark of sustainability, i.e. they are Beyond Green.
Challenge overview
The Covid-19 pandemic brought a new challenge for Teona’s platform because she lost many customers who previously had shown interest in her products. The pandemic gave Teona time to reorganise her business model. Then, her team came up with the idea to start an online shop.
The online shop aimed to show potential customers all products Teona offers. The team managed to build the online shop and created a good marketing and promotion strategy to overcome the obstacles delivered by the Covid-19 pandemic.
Establishment of the organisation/initiative/enterprise
Teona developed her business idea while she was a student in London. After graduation Teona took a gap year that she had planned to spend travelling and figuring out what she wanted for her future. Unfortunately, the global pandemic happened, so her gap year took a different turn.
The main reason behind the launch of Beyond Green was eco anxiety in North Macedonia. For a long time, Teona was thinking of starting her personal project that would have a positive impact on the environment, but also represent herself and her beliefs. Due to the pandemic, she returned to Macedonia and living back home, she noticed how little action was being taken regarding ecology and sustainability, and how poorly the issue was being handled in general, focusing only on the dark and negative upcoming scenarios without giving any solutions for the problems.
Due to all the uncertainty, she decided to defer her Master’s studies. Around that time, Teona got a job offer to work for the Ministry of Defence of the Republic of North Macedonia in the Department of International Relations and International Cooperation. While working there, Teona launched her eco-friendly brand and ecological platform, Beyond Green, which she had been working on for months. After six months, she quit her job and focused entirely on Beyond Green. She has built a platform that will create and promote eco-friendly things; firstly, by encouraging interest in positive solutions for our world and the environment we live in, but also by providing a solution that only requires making a small change.
Management structure and governance
Beyond Green’s management structure is not complicated. This is a green for-profit business with a mission – for every item purchased, one tree will be planted. Currently, Teona is the founder and CEO of Beyond Green, as well as a fashion and lifestyle blogger. In her online shop, she is working with 5 dedicated people.
Principles of work, objectives and activities
The goal is to raise awareness in the country about the importance of the environment and to use eco-friendly products when shopping.
The purpose of Beyond Green is not just to sell eco-friendly and sustainable items but to educate and honestly promote things that are ecological and sustainable and can make a difference by using them.
Beyond Green is ecological and sustainable in all aspects – from sourcing to production to marketing and sales. The team is using materials that have been ethically sourced and made from biodegradable, recycled and fully recyclable materials. The production team is paid fairly and works in good working conditions.
The team strives for minimal packaging and zero waste. The packaging is made from recycled materials and is fully recyclable and biodegradable.
Target groups
The Beyond Green targets the whole population. By including ecological raise-awareness campaigns and initiatives, the platform also strives to improve ecological and green responsibility of its customers.
Innovation
The whole concept of the brand is in being eco-friendly and sustainable in all aspects, from production to marketing to sales. All products are produced in factories where employees are paid fairly and work in good conditions. Teona makes sure that the factory has all the ecological and working certificates. Teona’s team chooses materials that are not just eco-friendly and sustainable but have been sourced ethically and have the lowest carbon footprint, are biodegradable and fully recyclable. Beyond Green supports local businesses and entrepreneurs and chooses materials from them over buying materials from large manufacturers.
Key partners
Beyond Green is still a small business, however, it managed to develop an ecosystem of sustainable manufacturers of eco-friendly products, which the online shop sells. Teona also works with advertising companies that support and promote the brand’s products.
Impact and Evaluation
Beyond Green aims to create a positive change in society, not only by selling eco-friendly products but through raise-awareness campaigns for promoting sustainability and responsible customer behaviour. Teona and her team apply their vision of ecological sustainability in all aspects of the business, which determines the positive impact on people and the environment.
Recommendations
The best practice can be transferred to other countries and cultural contexts, in which there is a need to develop sustainable eco-behaviour among customers. Building audiences is the biggest challenge for green businesses, especially when the company has to explain to its customers the positive aspects of eco-friendly production. Teona has a background as an influencer. She has managed to communicate her ideas to a broader public, which has laid the success of Beyond Green.
Lessons Learned
One of the main reasons Teona wanted to start an eco-friendly and sustainable brand was because she was aware of her social media presence and the influence she has in the online world. As for challenges, she advises future entrepreneurs – “there are always people who will comment negatively or try to find a needle in a haystack, but with time, you get used to them and learn to ignore them”.
References
Beyond Green website.
Queen Mary University of London (2021). Alumni Profile – Teona Mango, 8 June.
Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Commission. Neither the European Union nor the granting authority can be held responsible for them.