Transforming Carbon Footprint: Insights from Marta Sjögren's Fireside Chat at Upstream Festival

This discussion not only highlighted the pressing need for decarbonization in industries like concrete but also emphasized the importance of creating a viable business model that can thrive even in challenging economic conditions.

Understanding the need for decarbonization

Marta's conversation centered on the concept of decarbonization and its critical role in reducing our carbon footprint. She passionately discussed how the concrete industry, which is the second most used material globally, presents a significant opportunity for climate action.

“Concrete is the second most used material in the world, after water, making it a key area for decarbonization efforts,” Marta noted.

Challenges in the concrete industry

Despite its potential, the concrete industry faces numerous challenges:

• High carbon emissions during production
• Pricing pressures in a mature market
• Resistance to change due to risk aversion

Marta highlighted the necessity for companies to innovate and adapt to these challenges, arguing that with the right strategies, the industry can significantly reduce its environmental impact.

Collaboration and partnership

Marta emphasized the importance of collaboration within the value chain to derisk the market. By working closely with stakeholders, including investors and end-users, Paebbl aims to create a more sustainable and efficient production process.

• Engaging with sustainability-focused companies
• Partnering with asset owners and managers
• Fostering innovation through shared goals

Lessons from the startup journey

The journey to establish Paebbl has been filled with challenges and learning opportunities. Marta shared her reflections on the importance of maintaining a strong company culture, especially during rapid growth.

“Becoming a founder has been the single most humbling experience,” she expressed.

Building a resilient business

Marta's experience underscores the necessity for startups, especially in the sustainability sector, to develop resilient business models that can withstand economic fluctuations. She advised aspiring entrepreneurs to focus on creating solutions that are not only innovative but also economically sustainable.

A call to action

Marta Sjögren's insights at Upstream Festival serve as a powerful reminder of the potential for innovation in combatting climate change. The concrete industry, with its substantial carbon footprint, has much to gain from adopting sustainable practices. 

You can see the full recap of the session here.