I had the incredible opportunity to speak at D-Congress 2024, Sweden’s largest retail conference, where over 3,000 innovators and decision-makers gathered to shape the future of Retail. The theme for this year was “Innovation for Impact” with a focus on sustainable innovation and the retail sector’s transition to a circular economy. And that’s where I come in – hi. (Or as they say in Swedish, Hej!)
On a personal note, this was a big achievement for me as it was my first fully paid abroad gig, my first trip to Sweden, and I was also 3 months pregnant – which made for an interesting flight there and back!
Key themes
Tech-driven innovation: How tech-driven innovation can help create exceptional digital interactions
Sustainable innovation: How research and innovation can help manage the green transition
Climate crisis: How to tackle pressing issues like the climate crisis for a more sustainable trade future
Zoe Bayliss Wong, Opening Day KeyNote Speaker
My talk, “When Circularity Isn’t Enough,” tackled the complex relationship between sustainability and business growth—two forces that often seem at odds but, if approached correctly, can actually work together. Profit and purpose can coexist.
True progress lies in shifting from sustainability (doing less harm) to regeneration (actively doing good). Businesses must rethink product design, ensuring items are made to last, repairable, and ultimately reusable in new forms. A perfect example? The shoes I wore on stage—Vivobarefoot’s VivoBiome trainers. (I had to opt for comfort of course, being pregnant at the time!)
VivoBiome footwear is made to order with 3D printing. Doing so eliminates sizing waste, returns waste and other such inefficiencies. The afterlife is considered too – the shoes are designed to be disassembled and remade again. It’s a glimpse into a future where commerce is truly circular.
We often feel overwhelmed by the scale of the climate crisis, but the key is to start somewhere. Whether it’s rethinking how we buy, pushing businesses to be better, or leading by example in our communities, small changes add up. Everything has impact.
So, what’s the impact you want to leave on the world?