In a market flooded with cheap, disposable gear, true leadership isn’t about cutting corners to win the price war. It’s about raising the standard so high that others have no choice but to follow.
Today, let’s talk about what it means to lead by investing deeply in your people and the planet.
I look up to Antje von Dewitz, CEO of the German outdoor brand VAUDE.
What I deeply admire about Antje is her unwavering commitment to radical responsibility. While competitors were still debating regulations, she ensured VAUDE’s entire outdoor rainwear line became completely PFAS-free years ahead of any legal mandate.
She doesn’t just look at products; she looks at community. When her company was located in a remote area, she didn’t complain about the commute—she actively worked with local authorities to make public transport fully accessible for her employees. Antje proves that a business can stand strong against market pressure when its foundation is rooted in human dignity and ecological care.
This asks you to look at your own business decisions. Are you competing on race-to-the-bottom prices, or are you pioneering solutions your industry will need tomorrow?
True resilience for a business comes from loyalty. When you invest in the well-being of your staff and the health of your environment, you build a fortress of trust that no cheap competitor can ever break.
Here is your habit for this week: The “Pioneering Value” Check.
Pick one operational or product choice in your business this week. Ask yourself: “Are we waiting for regulations to force us to do the right thing, or can we take the lead right now?” Take one step ahead of the curve—whether it is eliminating a harmful material, improving commute conditions, or upgrading employee support.
Resources:
- VAUDE official corporate sustainability reports and communications regarding their long-term transition.
- Public announcements and documentation on VAUDE completely phasing out PFAS from all product categories (apparel, backpacks, tents, and footwear) ahead of regulatory mandates.
- Corporate responsibility initiatives implemented by CEO Antje von Dewitz at the Tettnang/Obereisenbach headquarters, including public transport support, carpooling, and employee mobility programs.
- Her role as an ambassador for the Economy for the Common Good (Gemeinwohl-Ökonomie).
- Follow Antje von Dewitz on LinkedIn
- Antje von Dewitz – Wikipedia
- Photo Source: VAUDE Official Corporate Blog & Media Press Kit (Portrait photo of Antje von Dewitz).
