Sustainability connects – Especially during B Corp month! A perfect moment to engage with our partner Vogel’s, a provider of AV mounting solutions and, like First Impression, a proud B Corp. CEO Gerdi Vogels and Legal Counsel Lotte van de Mortel share their journey towards B Corp certification, the challenges they faced, and the insights they gained along the way.
Sustainability takes root
Vogel’s had sustainability on its radar for years, but things accelerated when they joined ABN AMRO’s Impact Nation Challenge—a 100-day program driving businesses to develop tangible sustainability projects.
“We replaced a plastic component in one of our bestselling TV mounts with a biodegradable alternative,” Gerdi explains. “It seemed like a minor tweak, but it sparked a major internal shift.”
Sustainability quickly became more than a single product change. “Every department got involved—from R&D and production to sales and procurement. It stopped being just a passion project and became a core responsibility,” adds Lotte.
The road to B Corp: data-driven transformation
Vogel’s had the ambition, but B Corp certification demanded more than intent.
“We had to dive deep into our supply chain,” Lotte says. “How sustainable are our suppliers? How transparent are their processes? How do we measure our own impact?”
Data collection was a challenge. Using platforms like Amfori and Ecovadis, Vogel’s mapped the sustainability efforts of its partners.
“Some changes seemed eco-friendly but had little actual impact,” Gerdi notes. “For instance, we considered switching to minimalist cardboard packaging. But after assessing the CO₂ footprint, the savings were negligible, while visibility in stores would suffer. A valuable lesson: sustainability isn’t always about the obvious choices—it’s about the right ones.”
From ambition to actionable strategy
A major milestone was structuring their sustainability initiatives.
“We were already doing a lot of things right,” says Gerdi. “But B Corp required us to formalize those efforts. That not only helped with certification but strengthened our long-term sustainability strategy.”
Supplier collaboration evolved too. Sustainability became a shared responsibility across the supply chain.
“A measure may seem effective in theory, but without real analysis, it’s hard to gauge true impact,” Lotte explains. “B Corp helped us shift from abstract goals to a structured, strategic approach.”
A reliable sustainability benchmark
Unlike commercial eco-labels, B Corp certification is a rigorous, holistic evaluation of a company’s overall impact.
“With a recognized standard like B Corp, we can assess suppliers and partners fairly and transparently,” Gerdi says. “Instead of getting lost in CO₂ calculations, B Corp provides a complete, reliable picture of a company’s sustainability efforts. That clarity helps us make better choices and contributes to a more honest, responsible marketplace.”
The impact of B Corp certification
Earning B Corp certification was no small feat, but what has it meant for Vogel’s?
“Above all, immense pride among our team,” says Gerdi. “It’s deepened our commitment to sustainability.”
The certification has also unlocked new business opportunities.
“We’re now part of a global network of companies that take sustainability seriously,” Lotte shares. “At B Corp events, we connect with industry leaders—from food to consulting—sharing knowledge and exploring new ways to drive sustainability forward.”
“You don’t have to figure it all out alone,” Gerdi adds. “Many companies face similar challenges, and by collaborating, we accelerate solutions.”
What’s next? Raising the bar for sustainability
Vogel’s isn’t stopping here. They’re now integrating deeper insights into materials, production, and logistics to push sustainability even further.
“We no longer just focus on how a product is made—we consider its full lifecycle,” Gerdi explains. “What happens post-use? Can materials be repurposed? How can we minimize waste? These questions now drive our strategy.”
B Corp certification is not the finish line—it’s just the beginning. Transparency is becoming increasingly important, leading to the development of Ecosheets that provide clear insights into a product’s environmental footprint.
“Our Ecosheets detail a product’s Global Warming Potential (GWP),” says Gerdi. “For example, our swiveling TVM 3645 TV mount has a GWP of 18.144 kg CO₂ equivalent—the same as driving a car for 55 km. Providing this kind of data helps both our customers and us make informed choices.”
What are the key takeaways?
“Sustainability can feel overwhelming, but you don’t need to be perfect from day one,” says Gerdi. “Start small, measure impact, and keep improving.”
Lotte nods: “The key is continuous learning. Vogel’s proves sustainability isn’t just a trend—it’s a strategic, long-term commitment. Maybe your company will be the next to join the B Corp movement!”
