Flip

Flip is a media startup founded in 2020 with the clear mission of combating greenwashing and promoting transparency in sustainability communication. The company was established by Felix Rohrbeck, Christian Salewski, Christian Sothmann, and Dominik Sothmann to protect consumers from false and embellished sustainability promises.

• Award-Winning Editorial Team: The editorial team of Flip uncovers greenwashing and scandals and shows what really helps. They work closely with major media outlets such as Zeit, Spiegel, or NDR and were already awarded "Economic Editorial Team of the Year" by Medium Magazin in 2022[1][5].

• Marketplace "trusted by Flip": This online marketplace offers only verified brands that pass the scientifically based greenwashing check. Here, consumers can be sure that the products offered meet sustainable standards[1][2].

• Flip Corporate: This area offers companies the greenwashing check and workshops to prevent greenwashing proactively. Companies that pass the check can become part of an anti-greenwashing alliance and thus support the work of Flip[2][3].

The main mission of Flip is to combat greenwashing and create transparency in sustainability communication. The company is committed to enabling consumers to contribute to a better, more sustainable economy. Flip stands for critical and constructive journalism and promotes a culture of honesty and responsibility in business[1].

• Anti-Greenwashing Alliance: Flip has established an alliance against greenwashing, in which only verified companies can participate. These companies must pass the greenwashing check and commit to not influencing Flip's editorial reporting[3].

• Greenwashing Check: The scientifically based greenwashing check is a central component of Flip's work. It ensures that the sustainability promises of companies are verified and validated[2][3].

• Education and Awareness: Through large projects like the "Sneaker Hunt," Flip reaches millions of people and informs them about the actual impacts of consumer decisions. The Flip newsletter and premium subscription provide regular updates and in-depth analyses on sustainability topics[1].

Flip is working to create a better economy where consumers receive trustworthy information and companies that genuinely strive for sustainability are supported. Through their innovative and preventive work, they significantly contribute to combating greenwashing and promote a sustainable future.

• 1 - https://letsflip.de/ueber-uns/
• 2 - https://letsflip.de/corporate/
• 3 - https://letsflip.de/corporate/partner/
• 4 - https://letsflip.de/team/
• 5 - https://letsflip.de/authors/