“How it started. How it’s going.”
Eight months have passed since I launched Reframe, and I wanted to share my thoughts about how it’s been. Picking a name and designing a logo, creating the website, finding people to interview, running the Instagram (all in my spare time as a full-time editor) – it’s been a huge learning curve. I have learned so much.
The first thing I’ve realized is that there’s an endless amount of news to cover about sustainability, and I feel bad I can’t get to it all. This isn’t new to me though, as I’ve been in journalism for five years and used to breaking stories, but it’s something I’m learning to accept. Managing expectations is difficult.
Reframe’s brand colors, made by Liron Ashkenazi-Eldar back in February 2021
As a result, I’ve learned to use Reframe’s Instagram as a way to share things that I think are worth highlighting in real-time but don't have the bandwidth to write about myself.
Then I use Reframe’s website to focus on people who are making real change, mostly through research and product innovation. Interviews range from students with abstract (but impressive) ideas to professionals who have been working for decades. Everyone from architects and engineers, to entrepreneurs and executives. I always learn something from these conversations, and my favorite question to ask them is, “What technology or development should we adopt more broadly to support sustainability?” The answers are different every time.
This is how I came up with the name “Reframe”. The word has a lot of meanings, and all of them suit Reframe’s mission – from rethinking and questioning how things have always been done (and coming up with new ideas), to “frame” being a foundation or structural support – the framework for a new, better life (aka a more sustainable future).
One of Reframe’s logo, also made by Liron
Another thing I’ve learned is that there’s an endless amount of “sustainable” brands out there, and most of this is greenwashing. I can’t help but think of Greta Thunberg’s interview in August with Vogue, when she said any fast fashion brand that tries to be sustainable is shit. This is totally true. No matter how innovative Adidas or Everlane tries to be, it’s disgusting how much new stuff is made every year.
A lot of brands come to Reframe asking to be featured because of their sustainability goals and materials – everything from shoes with recycled plastic to solar-powered watches and locally made clothes. So since Reframe can’t cover everything, regarding sustainability and design, we will not be just another blog full of things to buy.
“We cannot buy or shop our way out of the climate crisis.”
This leads me to what makes a publication reputable: unbiased, thorough reporting. Because Reframe is in its infancy, I want to highlight the companies and businesses that are unique, so in this way, things will be a little different. I will actually vet & choose which to focus on – things that I’ve personally reviewed and inspected. If I don’t like it (if I think it is a load of BS) I won’t put it on Reframe. I won’t write about things to buy just because they’re “good for the planet”. We cannot buy or shop our way out of the climate crisis.
This summer, I also read Bill Gates’ new book How to Avoid a Climate Disaster, and Reframe’s editorial energy will now focus on the innovations and thinkers that are making a big impact. A drop in the ocean is interesting, but recycling and “buying better” don’t cut it. Reframe will champion the heavy hitters, so please pass them along to hello@reframe-mag.com.
Many of the ideas and topics covered on Reframe will try to relate to these 5 questions that Gates asks (when reviewing a pitch to his company Breakthrough Energy for funding):
How much of the 51 billion tons (of greenhouse gases from climate change) the product/innovation can tackle?
What’s the impact?
What’s your plan for cement?
Cement and steel are awful on the environment, and they account for roughly 10% of global emissions
How much power does the solution require?
Will it use more than it will offset?
How much space/land does the solution need?
Because we should be protecting natural resources
How much does the solution cost for the end-user or business and for the company to operate?
Do we need upcharges, like green premiums?
Reframe is committed to covering solutions to the climate crisis – ones that aren’t just about encouraging consumption but set on tackling a meaningful portion of the total carbon emissions. It is also very focused on architecture and the built environment, but sustainability is so broad, Reframe' also touches on materials, design, and technology.
Passive house, carbon neutral, carbon negative, net-zero… all of these words are becoming more common and part of our everyday conversations. The message is in the medium. We need to change the way we do almost everything, from how we get and use energy, to what we eat, buy and discard, and the way we build and tear down. And this is exactly what Reframe will continue to focus on, of uncovering bright solutions and the thinkers behind them.
I hope you’ve enjoyed the journey so far. It’s only the beginning,
Bridget
