You have to digest this number first: almost every second startup (47 percent) sees its existence threatened by Corona. This result from a survey by the digital association Bitkom shows what dramatic consequences the pandemic could have for women and men who want to build a company. Could? Yes, exactly, could!

Because why am I confident that most people will overcome this crisis successfully? One of the reasons has become very clear in the new season of “The Lion’s Den,” which starts again on March 22, 2021 (see info box). Many start-ups are betting on the right horse - namely sustainability! Not only have the ideas and their implementation gotten better over the seasons, sustainability has also become an increasingly important topic for our founders. And our startups are not alone in this: in the Bitkom survey, two thirds of the founders stated that they wanted to offer products and services that ensure more sustainability.

Unfortunately, I can't reveal too much about the new season yet: But it will be exciting, emotional, heated (when we lions fight for the best deals) and incredibly inspiring. Because we see many founders who are not just concerned about their own success, but who want to contribute to making the world a little better with their ideas.

I am convinced that they will also hit a nerve with consumers. The awareness of how important nature is and how we can claim it (or protect it) by buying products is anchored in the minds of many. And: It has a direct impact on where we buy – and where we don’t.

Of course, this is exactly what attracts black sheep to the scene. Some companies sometimes cleverly give themselves a green image in order to gain favor with consumers. But I firmly believe that this Greenwashing cannot deceive people in the long run. In the long term, the companies that are credible will prevail. The really stand for certain values ​​and not just pretend to do so.

As an investor, I feel the same way: I consciously choose brands that stand for certain values ​​and whose products also reflect them. And: That can be built in the long term. I don't like one-hit wonders - both for brands and founders. That’s why I don’t just refer sustainability to the environment. I would also like to work with my founding teams beyond the day: together we want to embark on a long, successful journey!

Why is the topic of sustainability so important to me personally and why is it an important criterion for whether I invest in a company? On the one hand, it's probably because of my daughters, who are very aware of this and tap me on the fingers every time they buy a plastic cup. And anyway: I'm an old organic aunt when I go shopping! Even professionally, I didn't just discover this topic yesterday. My company, Cura, has been producing certified natural cosmetics for over 20 years. In short: I am personally very pleased that this trend is now gaining momentum!

I also believe that the next generation will ensure that a green wave of consumer goods is yet to come. Young people have a high level of awareness of the topic, which we also see in cosmetics, for example. Or let's take the change in the car industry: especially for young city dwellers, having their own car is no longer important. Yes, a completely different mindset has developed, with a view outside the box: How do I as an individual impact the world and what can I achieve? We ask ourselves these questions much more today than yesterday - and that's wonderful!