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Sustainable Brand Index 2021

Great news. The jury of ‘Initiatief van het Jaar’ (‘Venture of the Year'), part of the Sustainable Brand Index 2021, has nominated Auping for this prize honoring an outstanding initiative within sustainable branding and communication.

Out of 41 initiatives that have been submitted, the Auping ‘The Story of 1.5 Million Mattresses’ is among the last 6 nominees. The Venture of the Year jury award was launched in Sweden in 2014 by SB Insight, the company behind the Sustainable Brand Index, Europe's largest brand research focused on sustainability, and is coming to the Netherlands for the second time this year.

The top 3 nominations and overall winner of the Venture of the year 2021 will be announced at the launch of the Sustainable Brand Index ™ 2021 in the Netherlands at March 25th 2021. Register here for the online event (Dutch speaking).

The story of 1,5 million mattresses

The intention of this campaign is to raise awareness of the enormous issue of waste caused by discarded mattresses. Every year, 1.5 million mattresses are discarded in the Netherlands alone. Many of these mattresses ended up in landfill or are incinerated, causing enormous harm to the environment. The campaign ‘The story of 1.5 million mattresses' makes consumers aware of this problem and challenges them to consider the environmental impact when buying a mattress. Take a look at the campaign here.

The world's first fully circular mattress

At Auping, we want to do things differently. Better. We don’t want any more waste or incineration of used mattresses. We want to close the loop. That is why we developed the world’s first circular mattress. We call this this latest development in the evolution of sleep: Auping Evolve.

About the Venture of the Year

Since 2014, Sustainable Brand Index™ awards a jury price called Venture of the Year - honoring an outstanding initiative within sustainable branding and communication. The purpose of this award is to highlight an initiative that is creating a positive impact for people, society or the environment and that can be seen as an example or inspiration for other actors on the market. The award is part of Sustainable Brand Index™, Europe’s largest independent brand study focused on sustainability. The jury price is currently awarded on a yearly basis in Sweden (Årets Insats, since 2014), Norway (Årets Bidrag, since 2020) and The Netherlands (Initiatief van het Jaar, since 2020).

About the Venture of the Year