Sustainability is – and remains – a question of mindset

Why is it particularly important to talk about sustainability right now?

Daniela Büchel: Because it’s precisely during times like these that sustainability is put to the test. Global crises, geopolitical tensions and economic pressures are making many things more difficult. But this is exactly when it becomes evident whether sustainability is truly part of a company’s ethos –or merely a priority in more stable times. For us, one thing is clear: sustainability is not just a nice-to-have, but the foundation of our future viability.

Many people currently feel that sustainability is under considerable pressure – both politically and economically. How do we, as the REWE Group, deal with this?

Daniela Büchel: The pressure is real: setbacks on the international stage, complex regulations, high expectations. But that doesn’t change the essence of the matter. There’s no such thing as “growth first, sustainability second”. Anyone who backtracks on climate protection or nature conservation today is acting short-sightedly – including from an economic perspective. Inaction will cost us more in the long run than taking decisive action today.

What does this commitment mean in practical terms for our business model?

Daniela Büchel: For us, sustainability is a strategic lever for resilience and competitiveness. This is evident, for example, in our clear net-zero target, the expansion of our organic and vegan product ranges, and long-term partnerships such as the one with NABU. In doing so, we are purposefully investing in solutions that make a difference.

Sustainability seems to have lost some of its prominence in the public debate. Is this also reflected in consumer spending?

Daniela Büchel: No. A look at the shopping cart tells a different story. The organic market is growing significantly faster than the market as a whole. Sustainability has become less high-profile, but more pragmatic. It’s increasingly associated with health, enjoyment and self-care – and that’s precisely where its new strength lies.

Final question: What gives you the courage to stay the course despite all the challenges?

Daniela Büchel: The realisation of just how much is possible when we turn our mindset into action. When I look at our partners, our employees and our customers, I see a great commitment and clear values. Sustainability has come of age – it is less of a moral issue, but firmly established. That reassures me: it’s worth staying the course.

Yours, Dr Daniela Büchel

Member of the Management Board of the REWE Group – Human Resources and Sustainability

“Sustainability is not just a nice-to-have, but the foundation of our future viability.”