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Green Story

Green Story Logo

Founders: Akhil Sivanandan and Navodit Babel 

Website: greenstory.ca (external link, opens in new window) 

“Fair trade,” “eco-friendly,” “socially responsible” – it seems that just about every other company uses these labels to describe its products and services. Such terms have flooded the market to such a degree that a recent EU study noted that only two out of 10 consumers trust green labels. Companies with empirical sustainability and social impact goals are potentially losing out on over 50% of their demographic.

As a conscious consumer himself, Rotman School of Management MBA graduate Akhil was frustrated by companies that would advertise vague green or sustainability claims without backup support. Utilizing his broad business, non-profit, and strategic advisory experience, Akhil set about establishing a way for bona fide businesses to communicate their impact.

Akhil developed Green Story.

Green Story is an interactive, integrated, and intuitive online platform that analyses the impact of a product or service and generates eye-catching visuals that can be then embedded in product packaging and print and digital media. 

Take the example of metric tons of carbon. A consumer might read an impact figure about greenhouse gas emissions being 3,000 MTCO2e and not know what that means. Green Story generates an easily understood pictorial equivalent so those metric tons of carbon translate to an image of trees planted or homes powered. Green Story provides companies with a powerful tool to quickly communicate to consumers the significance of their products in a credible, relatable, and engaging way. In effect, Green Story helps organizations quantify and articulate their own “green story.”

Green Story empowers companies to reach their consumers – and empowers consumers to shop for responsible products and services with their values first.

“As a company dedicated to helping other companies with a social or environmental impact succeed, the SVZ provides a great space for new ideas and gives us access to our core audience”.