The article discusses a new era of brand innovation where products are made from air instead of oil, focusing on sustainability and climate innovation. The idea is to create high-performing products without petroleum as the carbon source, reducing emissions associated with conventional production. The shift towards air-based materials could revolutionize everyday products and help brands meet their sustainability goals. By shifting from petroleum to CO2-based materials, brands can set new standards for sustainability and modern manufacturing, driving competitive advantage and excitement in the industry. This intersection of product innovation and climate innovation offers a way to make sustainability tangible without compromising on quality or consumer experience.
https://www.twelve.co/post/made-from-air-the-next-competitive-advantage-in-brand-innovation