Ilse van Loon – Stoov

Ilse van Loon is the Brand Communications Director at Stoov (2 years). Through her previous years of experience, she gained various knowledge in advertising and branding. All public content and product-related advertising goes through Ilse as she is the ‘brand builder’ of the company.

Stoov is currently active in the Netherlands, Germany, and the UK where Germany is their biggest market at the moment. Countries such as Spain, France, Austria, and Denmark are included in the slipstream. Stoov is a scale-up company, which indicates that everyone in the company carries a big amount of responsibility.

 KPI FOR GROWTH

“As a brand communications manager, one of my primary concerns is ensuring our brand’s presence in different countries. Additionally, I closely monitor how the public perceives the brand and whether our brand message is effectively conveyed. Another crucial aspect is customer satisfaction, which significantly influences our brand’s success.” Ilse shares.

She continues: “Our brand is built upon a mission to make a meaningful impact on the planet. Stoov has developed a revolutionary pillow that enables individuals to create a positive influence. Consequently, we must encourage a high number of people to purchase our product. By increasing the pillow’s usage among consumers, we can amplify the positive impact we strive to achieve. Therefore, an important KPI for us is the number of pillows sold, encompassing both sales and reach.”

“Our brand is built upon a mission to make a meaningful impact on the planet.”

GROWTH AND AMBITIONS

“During presentations, we often emphasize our aspiration to positively impact the lives of one hundred million individuals, showcasing our ambition and unwavering commitment to achieving our goals. While this number holds symbolic significance, it underscores our genuine drive to make a substantial difference in the world. Our primary objectives revolve around facilitating people’s engagement in sustainable practices and expanding our product’s presence across numerous markets.” Ilse explains.

She elaborates: “Over the past year, we have made significant progress by entering new markets and conducting thorough research to identify countries where our brand gains the most traction. This enables us to establish a stronger foundation in those countries and ensure that our brand story resonates on a deeper level. In other regions, we are still introducing our product to the market and elucidating our objectives. While our dream is to extend our market reach to distant countries across the ocean, we recognize that there is still substantial work to be done within Europe.”

WHAT DOES CSR MEAN TO YOU?

Ilse expresses: “CSR holds immense importance in our commitment to improving the environment. Often, we observe individuals who desire to bring about change but struggle to act. Some companies prioritize CSR, yet their target audience may not be as concerned about the cause. While there are numerous well-intentioned initiatives in the business world, implementing them within large corporations and engaging the target audience can be challenging. In my view, it is beneficial to embrace the mindset that every small effort contributes to sustainability, making it more accessible for consumers while promoting the cause.”

“Stoov was founded with a rational perspective on reducing heat waste and leaving the planet in a better state. It serves as a sustainable alternative to traditional heating methods. However, during my research on our target audience’s associations and key values, sustainability does not rank highly. People do not purchase our pillows primarily because of their sustainability, but rather because they simply feel cold. Perhaps sustainability should be a responsibility assumed by companies, rather than burdening the consumer, as it becomes an added benefit for them. In our case, we have always emphasized the concept of heating the body instead of the entire room, using infrared light, which is more sustainable. This idea resonated more strongly when energy bills surged in recent years.” Ilse states.

She continues: “Other aspects of CSR, such as diversity, also hold great significance for me. It is not merely about ticking a box but recognizing that diverse perspectives contribute significantly to a company’s success. The more diverse ideas and levels of thinking we embrace, the more dynamic and exciting our company becomes. Currently, we are undergoing the B Corp assessment, considering all facets of CSR with utmost importance.”

In conclusion Ilse shares: “Although our product parts originate from China and are assembled in the Netherlands, we are aware of the apprehension surrounding this fact, considering our commitment to sustainability. However, we have established partnerships with suppliers that share our values. Naturally, our dream is to have a Stoov factory in Europe, but achieving that goal requires substantial sales numbers. This is why we are highly motivated to provide warmth to as many people as possible.

“It is not merely about ticking a box but recognizing that diverse perspectives contribute significantly to a company’s success. The more diverse ideas and levels of thinking we embrace, the more dynamic and exciting our company becomes.”

BRAND PURPOSE OF STOOV

“ ’We warm people, not the planet’ is a slogan that our founder devised, and it perfectly encapsulates our core mission. As the branding department, it’s gratifying to have such a guiding principle in our company, influencing various aspects like design and product usability. This slogan truly aligns with Stoov’s essence and accurately conveys our aspirations. To ensure that our internal teams fully grasp this concept, we have developed the slogan ‘We flip warmth’. It signifies our unique perspective on warmth, reflecting our culture of constantly seeking improvement and adaptation in all departments. This philosophy forms the DNA of our company.” Ilse explains.

“While hanging up the slogan in public may not immediately convey its meaning to everyone, we have created a consumer-friendly translation of ‘We warm people, not the planet’ to better communicate our mission. This allows individuals to understand how they can easily participate in and benefit from our cause. Last year, our campaign featured the slogan ‘the heat that embraces you’, which effectively conveyed our message. This year, we launched a new campaign to enhance distinctiveness, introducing the concept of the ‘Koukleum’ (Chilly Billy)(someone who is always cold or easily gets cold) as a central problem we provide a solution for. By focusing on the consumer’s specific issue and presenting sustainability as an additional benefit, we aim to create a more engaging and impactful campaign.” Ilse discusses.

HAVE YOU THOUGHT ABOUT PUTTING MORE DRIVE BEHIND THE SUSTAINABILITY MESSAGE INSTEAD OF THE WARMING PEOPLE?

“As mentioned earlier, our research has indicated that sustainability is of lower priority for our customers compared to their need for warmth. Therefore, for us, highlighting the sustainability aspect of our product serves as an additional feature rather than a primary selling point. By informing customers that our products are sustainable and energy-efficient, we aim to shift the responsibility of sustainability away from the consumer and assure them that they are making a sustainable choice. We provide this information through various channels such as our website and PR materials, where we share data, numbers, and tables to educate people about the cost and sustainability benefits of lowering household temperatures. We understand that this message may not be easily digestible for everyone, but our goal is to increase awareness and promote sustainable practices.” Ilse explains.

THE FUTURE OF STOOV AND THE ROLE OF CSR

Ilse shares: “Certainly, we share the hope that the message and positioning of Stoov will grow stronger, leading people to choose our product specifically for its sustainability. Making an impact is the core reason behind the founding of our brand, and we aspire to create a society that is more conscious and considerate of our planet, alongside other like-minded companies. Our ultimate goal is to foster a mindset where sustainable products are valued and where individuals are willing to invest a little more to contribute to a better world.”

“At Stoov, this commitment to impact resonates deeply, influencing our decisions regarding production, transportation, and every aspect of our operations. Moreover, we remain dedicated to cultural values that promote diversity and inclusivity, ensuring that our company reflects these principles in its internal structure and positions. By upholding these values, we strive to build a holistic approach to impact that encompasses not only our products but also our organizational culture and practices. Together, we aim to make a positive impact on the world and inspire others to join us on this important journey towards a more sustainable and inclusive future.” Ilse expresses.

“Our ultimate goal is to foster a mindset where sustainable products are valued and where individuals are willing to invest a little more to contribute to a better world.”

IS IT HARDER FOR OTHER COMPANIES IN DIFFERENT MARKETS TO BE SUSTAINABLE?

“It’s understandable that some large companies face challenges in pushing their sustainability agenda. During our meeting with CSR managers in London, we observed the difficulties they encounter in their efforts to be more sustainable while facing consumer resistance or lack of participation. Implementing initiatives often involves extensive documentation, meetings, and the need to rally support from various stakeholders. In the corporate context, it’s important to emphasize that even small actions can have a significant impact. Communication should make these efforts more visible, ensuring that people are aware that companies are working towards shared sustainability goals. However, it is crucial to strike a balance in communication to avoid being perceived as greenwashing. While small steps are valuable, there are instances where bold moves may be necessary, even if they are not fully supported by consumers.” Ilse states.

She elaborates: “Ideally, every company should have a CSR mission that is deeply ingrained in its brand’s creation. This ensures that the mission drives the entire organization, creating a clear and specific direction to work towards. Having a mission makes it easier to share with the public, as it conveys a sense of purpose and authenticity rather than a vague goal. Purpose, in contrast, can sometimes be seen as abstract and less focused. By aligning the entire company with a mission, it becomes a unifying force that guides decision-making and inspires action.”

“Every company should have a CSR mission that is deeply ingrained in its brand’s creation. This ensures that the mission drives the entire organization, and it becomes a unifying force that guides decision-making and inspires action.”

BRANDS WE LOOK UP TO

“Indeed, Patagonia is a remarkable brand that has made significant changes in its production processes and demonstrated a high level of consciousness regarding fabric usage. Their commitment to sustainability has earned them widespread admiration. Zeepje’s mindset of sharing their soap recipe and encouraging others with the message „If we can do it, so can you“ is another inspiring example. These brands have taken tangible steps and gained respect for their efforts.” Ilse tells.

She continues: “There is a growing number of brands that are becoming more conscious of their fossil fuel usage, internal operations, and other sustainability aspects. Companies are recognizing the importance of diversity and actively taking measures to address it. An example involves a company relocating to an area with a more diverse population to attract a wider range of talent. This demonstrates a proactive approach to achieving their diversity goals, going beyond mere statements, and taking real action.”

“At Stoov, sustainability and energy-saving go hand in hand. We prioritize providing high-quality products with advanced technology to ensure the longevity of our pillows. The design also plays a role in sustainability, as a timeless and seamlessly integrated design allows the product to be durable and sustainable in the long run. By considering these factors, we strive to create products that align with our commitment to make an impact.” Ilse explains.

THE ROLE OF RESEARCH

“We research to understand the drivers and triggers behind customer behaviour. Analysing brand awareness and key values after each campaign provides valuable insights into what resonates with our target audience. By listening to customer feedback and understanding their priorities, we can adapt our messaging and strategies for future campaigns. Considering associations, category entry points, and other relevant data helps us identify what the consumer values and how they perceive Stoov.” Ilse states.

In conclusion, she shares: “While sustainability may not currently be the top priority for consumers, it’s commendable that we are actively working towards making it a more integral part of our brand. Researching and understanding which messages are most important to our target audience is indeed crucial. It allows us to tailor the approach and determine the best path forward. This recommendation holds not only for scale-ups and startups but for any company seeking to effectively connect with and meet the needs of their target market.”