{"id":35932,"date":"2025-04-11T10:02:09","date_gmt":"2025-04-11T09:02:09","guid":{"rendered":"https:\/\/prusalab.cz\/?p=35932"},"modified":"2026-07-08T07:56:37","modified_gmt":"2026-07-08T07:56:37","slug":"udrzitelnost-neni-marketing-proc-ji-musi-resit-i-startup","status":"publish","type":"post","link":"https:\/\/prusalab.cz\/en\/udrzitelnost-neni-marketing-proc-ji-musi-resit-i-startup\/","title":{"rendered":"Sustainability isn't marketing: Why a startup must tackle it too"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>The concept of \u201esustainability\u201c is often narrowed down to waste sorting or tree planting. In reality, however, it is about much more. It is about the way a company thinks about its products, suppliers, employees, and future development.<\/p>\n<p>This exact topic is addressed in the PrusaLab Hardware Accelerator by Vladim\u00edr V\u00ed\u0161ek, who is in charge of sustainability at Prusa Research and helps start-ups navigate a subject that will become increasingly important in the coming years.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t<div class=\"wpb_video_widget wpb_content_element vc_clearfix vc_video-aspect-ratio-169 vc_video-el-width-50 vc_video-align-center wd-rs-6a47948652e1c\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" title=\"Sustainability is not marketing: Why even a start-up has to tackle it? Vladim\u00edr V\u00ed\u0161ek\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_m2Xa5NFIUI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h2>Sustainability is not just ecology<\/h2>\n<p>\u201eI always say it's a bit of an unsustainable word,\u201c remarks Vladim\u00edr V\u00ed\u0161ek with a touch of exaggeration. According to him, most people think primarily of the environment when they hear sustainability, but in reality it is a much broader concept.<\/p>\n<p>Today, the most commonly used acronym is ESG, which divides sustainability into three areas:<\/p>\n<p><strong>Environment (E)<\/strong> \u2013 carbon footprint, energy efficiency, waste management or circularity.<\/p>\n<p><strong>Social (S)<\/strong> \u2013 employee care, working conditions in the supply chain or the company's impact on society and communities.<\/p>\n<p><strong>Governance (G)<\/strong> \u2013 transparent corporate governance, business ethics or anti-corruption rules.<\/p>\n<p>It is precisely the interconnection of these areas that determines whether a company is truly operating sustainably or merely communicating individual, isolated activities.<\/p>\n<h2>Why startups should also care about ESG<\/h2>\n<p>It might seem that sustainability is a topic primarily for large corporations. According to Vladim\u00edr V\u00ed\u0161ek, however, the opposite is true.<\/p>\n<p>New legislation is gradually coming into companies, pressure from customers and business partners is growing, and large corporations are beginning to demand information from their suppliers about their environmental and social impact. Although smaller companies are often not subject to direct regulation, the requirements are gradually reaching them precisely through their buyers and partners.<\/p>\n<p>Starting to think about sustainability only when a customer asks for the data is usually too late.<\/p>\n<h2>Trust, but verify<\/h2>\n<p>The ESG topic is complex. It involves carbon footprint calculations, supply chain management, material selection or the assessment of the actual impacts of individual decisions.<\/p>\n<p>Startups often lack both the capacity and the experts for every area of business. That is precisely why mentoring focused on sustainability is also a part of the PrusaLab Hardware Accelerator.<\/p>\n<p>The aim is not to create a flawless ESG strategy within a few weeks, but to help founders understand the basic principles, identify risks and thereby avoid so-called greenwashing, which is a situation where a company presents its products or services as ecological without the reality matching it.<\/p>\n<p>\u201eThere are plenty of offers on the market today, all of which pretend to be very sustainable. That doesn't always have to be the case, so really make the effort, consult with experts and assess whether what you want to do in this area actually has some impact,\u201c says Vladim\u00edr V\u00ed\u0161ek.<\/p>\n<h2>Future-proof mentoring<\/h2>\n<p>The PrusaLab Hardware Accelerator gives start-ups not only technological facilities and development capacities, but also access to experts in areas that often decide the future success of the project.<\/p>\n<p>Alongside product development and prototyping with startups, we also focus on finance, logistics, law, business strategy, and sustainability. Because a well-designed product is no longer enough today. Just as important is how it is made, what it is made from, and what impact it will have in the long term.<\/p>\n<p>Watch our series introducing the mentors of the PrusaLab Hardware Accelerator and find out how we can help your startup too.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The term \u201esustainability\u201c is often narrowed down to waste sorting or tree planting. In reality, however, it is about much more\u2014an approach that influences a company's entire value chain. Vladim\u00edr V\u00ed\u0161ek, who is in charge of sustainability at Prusa Research and is a mentor at the PrusaLab hardware accelerator, shows startups that sustainability is not only the right thing to do, but also a competitive advantage.<\/p>","protected":false},"author":1,"featured_media":35935,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,104,81],"tags":[],"class_list":["post-35932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-akcelerator","category-mentor-akceleratoru","category-rozhovory"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Udr\u017eitelnost nen\u00ed marketing: Pro\u010d ji mus\u00ed \u0159e\u0161it i\u00a0startup? - PrusaLab<\/title>\n<meta name=\"description\" content=\"Pojem \u201eudr\u017eitelnost\u201c b\u00fdv\u00e1 \u010dasto z\u00fa\u017een\u00fd na t\u0159\u00edd\u011bn\u00ed odpadu nebo v\u00fdsadbu strom\u016f. 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Vladim\u00edr V\u00ed\u0161ek, who is in charge of sustainability at Prusa Research and is a mentor at the PrusaLab hardware accelerator, shows startups that sustainability is not only the right thing to do, but also a competitive advantage.","breadcrumb":{"@id":"https:\/\/prusalab.cz\/udrzitelnost-neni-marketing-proc-ji-musi-resit-i-startup\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/prusalab.cz\/udrzitelnost-neni-marketing-proc-ji-musi-resit-i-startup\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/prusalab.cz\/udrzitelnost-neni-marketing-proc-ji-musi-resit-i-startup\/#primaryimage","url":"https:\/\/prusalab.cz\/wp-content\/uploads\/2025\/04\/Still-2025-01-10-134115_2.2.1.jpg","contentUrl":"https:\/\/prusalab.cz\/wp-content\/uploads\/2025\/04\/Still-2025-01-10-134115_2.2.1.jpg","width":1920,"height":1080,"caption":"Vladim\u00edr V\u00ed\u0161ek, odborn\u00edk v oblasti udr\u017eitelnosti a jeden z mentor\u016f PrusaLab hardware akceler\u00e1toru"},{"@type":"BreadcrumbList","@id":"https:\/\/prusalab.cz\/udrzitelnost-neni-marketing-proc-ji-musi-resit-i-startup\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Dom\u016f","item":"https:\/\/prusalab.cz\/"},{"@type":"ListItem","position":2,"name":"Udr\u017eitelnost nen\u00ed marketing: Pro\u010d ji mus\u00ed \u0159e\u0161it i\u00a0startup?"}]},{"@type":"WebSite","@id":"https:\/\/prusalab.cz\/#website","url":"https:\/\/prusalab.cz\/","name":"PrusaLab","description":"High-tech prototype workshop in Prague's Hole\u0161ovice","publisher":{"@id":"https:\/\/prusalab.cz\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/prusalab.cz\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/prusalab.cz\/#organization","name":"PrusaLab","url":"https:\/\/prusalab.cz\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/prusalab.cz\/#\/schema\/logo\/image\/","url":"https:\/\/prusalab.cz\/wp-content\/uploads\/2026\/02\/logo-1.svg","contentUrl":"https:\/\/prusalab.cz\/wp-content\/uploads\/2026\/02\/logo-1.svg","width":1116,"height":187,"caption":"PrusaLab"},"image":{"@id":"https:\/\/prusalab.cz\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/PrusaLab","https:\/\/www.instagram.com\/prusalab","https:\/\/www.youtube.com\/@PrusaLab"]},{"@type":"Person","@id":"https:\/\/prusalab.cz\/#\/schema\/person\/8ce07076a3fd999af15269abad8e738e","name":"administrator","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/3a21ed637fec367b08a32ea051a22acfc0c074b7d724abf5ad0bc4b49657b9f8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3a21ed637fec367b08a32ea051a22acfc0c074b7d724abf5ad0bc4b49657b9f8?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3a21ed637fec367b08a32ea051a22acfc0c074b7d724abf5ad0bc4b49657b9f8?s=96&d=mm&r=g","caption":"admin"},"sameAs":["https:\/\/prusalab.cz"],"url":"https:\/\/prusalab.cz\/en\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/posts\/35932","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/comments?post=35932"}],"version-history":[{"count":4,"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/posts\/35932\/revisions"}],"predecessor-version":[{"id":37484,"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/posts\/35932\/revisions\/37484"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/media\/35935"}],"wp:attachment":[{"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/media?parent=35932"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/categories?post=35932"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prusalab.cz\/en\/wp-json\/wp\/v2\/tags?post=35932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}