We talk a lot about building brands that last. “Build a world of enduring brands” is, after all, at the heart of why Superminted exists.

But if we’re serious about endurance, we have to look beyond the brand itself.

That’s why graduating from the DBS ESG Ready Programme felt like an important step for us. When we were asked if we were prepared to be ESG ready, the answer was a fairly easy yes. The harder, more interesting question was: what does that actually mean for us?

Over the past year, the programme gave us a chance to look more closely at how we operate, where we can do better and what responsible growth looks like for a business like ours.

For us, sustainability isn’t just about the environmental box. It’s also about people.

Who gets a seat at the table? Who gets heard? Who gets opportunities? And are we creating a workplace where different backgrounds, perspectives and experiences can contribute meaningfully?

That makes diversity, inclusion and equity an important part of our ESG journey too. Because fairness shouldn’t just be something brands talk about. It should show up in the way businesses hire, work and grow.

It also builds on conversations we’ve already been having about sustainability and branding. We’ve explored how brands can turn sustainability into something meaningful, rather than simply another message to put on a campaign.

And now, we’re adding our own business to that conversation. Graduating from the programme is not the finish line. ESG isn’t a badge we get to slap on the website and call it a day.

It’s a journey. One we’re still learning, questioning and improving our way through.

Because building something that lasts means thinking about what we leave behind, not just what we build today.

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