Roxana Chirițoiu – The Voice of a Generation Shaping the Future

Roxana Chirițoiu works at the European Parliament on the team of one of its Vice-Presidents, where she contributes to shaping European policies on social rights, public health, education, and future skills. She serves on the board of Rethink Romania, supporting the development of long-term strategies for the country’s future, and represents Romania as a Youth Delegate to the Council of Europe, advocating for sustainability, intergenerational equity, and youth civic engagement.

Previously, as Head of Climate Programs at one of the region’s leading social innovation NGOs, she developed educational and civic initiatives for businesses and communities, including the largest climate summit in Central and Eastern Europe. In 2025, she was selected among 50 global young leaders invited to the World Economic Forum in Davos. She also hosts a podcast spotlighting the voices and life stories of seniors who have lived with purpose.

1. This year you represented Romania at the World Economic Forum in Davos – a context in which the voices of young Romanians remain underrepresented on the global stage. What concrete steps do you believe are needed for the contributions of young people to be genuinely integrated into global strategic decision-making processes?

Things don’t happen on their own; intentionality is required. There must be dedicated programs for young delegates, like those at Davos or the Council of Europe, where I have the honor of being Romania’s youth delegate. That’s actually the first step: not leaving young people’s presence to chance, but encouraging it in a structured and consistent way. Nevertheless, mere presence isn’t enough without active participation – and that begins with giving young people confidence. At Davos, we had preparatory sessions to help us understand that we belong there, and that our very presence brings legitimacy to those conversations.

As young people, we sometimes underestimate ourselves because we don’t yet have the same experience as the people we’re sitting at the table with. That’s why it’s essential for someone in a position of power to shake our hand and say “Your place is right here”.

Still, even active participation is not enough if there are no clear mechanisms through which young voices are truly integrated into decisions. We need to build those mechanisms and closely monitor their implementation – we, the youth, must do that ourselves. We must hold politicians accountable when they stop at statements and support, through voting and civic engagement, those who make real space for us in decision-making processes.

2. At the same time, how should current global governance mechanisms be rethought to build genuine bridges between generations around essential topics such as climate change, democracy and civic participation, and fighting social inequalities?

Bridges are built, first and foremost, through listening. Prejudices often arise in communication gaps – in those spaces where we fail to talk to each other. And the big issues – climate change, democracy, civic participation, social inequalities – concern us all, but will have long-term effects especially on younger generations.

I also find it important to recognize the rights of future generations to be represented. At the European level, this is an emerging topic: several countries have already introduced legal provisions to protect the interests of future generations. It’s a powerful signal that we can and must think about decisions not just for today, but also for tomorrow.

3. In the context of the transition to a sustainable economy, companies stand at the crossroads of innovation, competitiveness, and environmental responsibility. From your perspective, what role should the business environment assume to remain relevant and competitive while actively contributing to solving the climate crisis and protecting the planet?

It is indeed a crossroads. But the beautiful thing is that we don’t have to choose one direction at the expense of another. Often, the solution to one challenge also addresses the others. A good example is what we call the “energy trilemma”: the challenge of ensuring clean, affordable, and secure energy all at once. Investments in green energy have the potential to meet all three goals simultaneously. And that’s just one example. We’re already seeing circular business models – such as in the refurbished electronics sector – that not only reduce environmental pressure but also innovate, attract consumers, and become profitable. More often than not, what is good for the planet is also good for people and for business.

4. What innovative approaches and concrete actions would you recommend to young people to help them realize that each of them is an agent of change in shaping the future of society and the planet?

I would encourage young people to look for role models – people in whom they recognize themselves and who show them that it’s possible. Sometimes the idea of becoming an entrepreneur, a politician, or an organizational leader may feel very distant, even impossible. But when you see someone your age, or just a few years older, who succeeded – maybe even from the same town or village as you – suddenly everything becomes more accessible, more real.

I’d encourage them to find these people and reach out to them.

Often, they’re open to helping because they, too, were once supported by someone who believed in them.

The interview was initially published in the bilingual yearbook Sustainability Index Magazine no. 3. You can flip through it here: https://sustainabilityindex.ro/sustainability-index-magazine-2025/

Gemma Webb – CEO RetuRO SGR: The DRS is a concrete step towards a more responsible and sustainable future for Romania

As Europe moves steadily toward a green transition, Romania has the chance to position itself as a regional leader in sustainability. Gemma Webb, CEO of RetuRO SGR, the company administrating the Deposit-Return System in Romania, explains how the implementation of the DRS marks a significant advancement in the country’s environmental strategies.

1. This is the third year since the Deposit-Return System has been operational in Romania. How has the DRS made a difference to Romania’s efforts towards sustainability?

In many ways, the DRS is a turning point for Romania. Being the largest fully integrated system of its kind globally and one of the most ambitious circular economy projects in the region, the DRS has demonstrated that Romania can successfully implement an efficient and impactful system of this scale.

From the very start, the DRS has proven its effectiveness in encouraging sustainable practices, contributing decisively to strengthening the local circular economy. The impact created by the DRS is visible both socially and economically: a cleaner environment, the development of the local recycling industry and the creation of new business opportunities. In just our first year of operation, we collected approximately 3.5 billion beverage containers and delivered over 230,000 tons of high-quality materials to recyclers. That’s a game-changer for both environmental protection and economic development.

But one of the most exciting outcomes is the cultural shift we’re seeing. People now see packaging not as waste, but as a valuable resource. That’s a fundamental change. The fact that more than half of Romanians constantly use the system confirms to me that this project has a real impact on society and gives a chance for other similar projects to take shape. When the mechanisms are well set up, people naturally get involved in the process. The DRS is a concrete step towards a more responsible and sustainable future for Romania.

2. Can Romania become a leading destination for sustainable investments in the region?

The DRS is not just an environmental initiative, but a multisector investment platform. If we look at the economic impact of the Romanian DRS, RetuRO has created 800 green jobs in our counting and sorting centers plus our HQ alone.

On top of that, the system has generated demand for logistics infrastructure, traceability technologies, IT platforms and systems, recycling capacities and local production of sustainable packaging. The recycling industry is a great example. The DRS provides not only a steady flow of high-quality materials – PET, glass, aluminium, month by month, but also generates expansion and investment opportunities for this industry in order to ensure the necessary processing capacities for the increasing quantities of materials handed in for recycling through the DRS.

We see, therefore, how sustainability creates real and predictable economic value.

3. What makes Romania an attractive place for sustainability-focused investors?

Romania offers a unique competitive advantage in the region — a large and growing market where systemic changes, such as DRS, can generate rapid scale-up and long-term predictability.

Romania offers not only compliance with European regulations, but also tangible opportunities for vertical development – from technology and production, to local partnerships and regional integration.

The implementation of the Deposit-Return System in Romania marks a significant advancement in the country’s environmental strategies. The DRS not only helps Romania meet European recycling targets but also demonstrates the country’s efforts towards a greener future and its commitment to the transition towards sustainable solutions. For any investor interested in sustainability-centered opportunities, that is a strong sign of stability.

The interview was initially published in the bilingual yearbook Sustainability Index Magazine no. 3. You can flip through it here: https://sustainabilityindex.ro/sustainability-index-magazine-2025/

Interview with Marco HÖßL, CEO Kaufland Romania and Republic of Moldova: Shaping the Future, Plate by Plate

How Kaufland Romania Promotes Nutrition, Sustainability, and Community Health

From hundreds of products tailored to special dietary needs, to nutrition education in schools, hot meals in vulnerable communities, and support for local producers — Kaufland is building an ecosystem where healthy choices become accessible, natural, and impactful. Through strategic investments and long-term partnerships, the company is redefining the role of a food retailer in public health and Romania’s sustainable development.

1. Kaufland has become a leader in promoting a healthy lifestyle in Romania. Why do you consider nutrition a strategic priority for the company?

Kaufland is a company that stays connected to customer needs and adapts its strategic directions accordingly. In our stores, customers can find a wide range of healthy and sustainable products that support a balanced and affordable diet.

A survey conducted by Kaufland and Plan B Association shows that 65% of children under 14 consume sweets daily, and 43% drink carbonated beverages weekly. As a food retailer, we not only have the responsibility but also the ability to influence food choices — not just through what we place on shelves, but through how we inform, inspire, and support better decisions.

Under the motto “Good Nutrition – Now and in the Future,” we invest in projects that promote balanced eating, food waste reduction, sustainable alternatives, and the consumption of local products. This is a strategic direction with a direct impact on the health of the communities we serve. Reducing sugar, salt, and fat content in our private label products, increasing the consumption of plant-based and lactose-free alternatives, as well as encouraging the intake of whole grains and plant-based proteins are just a few examples of nutrition solutions we consider sustainable for people and the environment.

2. The Akademia Kinderland and NutriCOOLtura projects reach thousands of children every year. What concrete impact have you observed in the communities where these initiatives are implemented?

Nutrition doesn’t stop at the shelf. It also means education — and education starts early. A child who understands not just what healthy eating means but why it’s important will make better choices, influence their family, and grow into a more conscious adult.

Akademia Kinderland is an example of early intervention with visible effects. For 8 years, the caravan has traveled across the country teaching children through play how to eat healthily, why it matters what they put on their plate, and what a balanced diet looks like.

NutriCOOLtura, launched in 2024 in partnership with Edenred and the United Way Foundation, brings nutritional education into schools — through film, music, and creative materials. It’s an effective way to deliver useful information in a way children can understand.

3. Kaufland’s assortment includes hundreds of private label products for special diets, such as K-free or K-bio. How do you decide which products to bring to stores, and how do you respond to customers with special dietary needs?

By listening to them. For some, healthy eating is a choice. For others, it’s a necessity. That’s why we’ve built a dedicated assortment with over 1,300 organic, vegan, gluten-free, or lactosefree products. The K-free private label is designed to be both accessible and high quality, specifically targeting those who need special dietary options. The entire K-free pasta range is produced by a local manufacturer, and the products are distributed throughout our store network in the 8 countries where we operate.

Listing decisions are based on demand, dialogue with communities, and strategic partnerships. For over 6 years, we’ve collaborated with the Romanian Association for Gluten Intolerance. Together, we brought Romania a Guinness World Record for the largest gluten-free pasta serving and organized the first national awareness campaign “Romania Without Gluten”: 10 cities, 1,500 participants in information sessions, 870 tests for celiac disease, and 370 doctors trained in a program accredited by the College of Physicians.

4. An emotional example is the ongoing support for the Ponorâta community. What has personally impacted you from this experience?

The fact that education can truly change lives. Ten years ago, only two children attended school in Ponorâta. Today, the classrooms are full, the kindergarten has been expanded, students go on to high school, and some even dream of attending university.

Kaufland has been present there since 2015. The daily hot meal and social vouchers offered for school attendance and performance have been essential. In a community where daily food is not guaranteed, a warm lunch can make the difference between school dropout and a real chance for a better future.

What impacted me personally? The children’s joy when receiving a new backpack, their curiosity, their growing confidence to dream further. Ponorâta is not a story about charity. It’s a lesson about potential, patience, and long-term impact.

5. Kaufland Romania invests not only in customers but also in its team — with medical services, sports activities, and health initiatives. How do you see the connection between employee well-being and the company’s long-term success?

Healthy people build healthy companies. At Kaufland, we foster an organizational culture that prioritizes employee well-being — from free medical services to nutrition campaigns, sports activities, and preventive health initiatives.

We constantly invest in the physical and emotional health of our colleagues because we know that motivation, retention, and performance come when people feel respected and supported. Caring for employees is not a perk — it’s the foundation of a successful long-term business.

6. Romania faces serious challenges related to children’s nutrition. What more do you think the business environment should do to support public health?

Romania has one of the highest rates of childhood obesity in Europe. It’s a major problem, and solutions cannot come only from the state or a single company. A collective effort is needed — government, companies, NGOs, parents, specialists. Everyone has a role. The business sector has the power to implement, to scale, and to innovate. And if it truly wants to contribute to public health, it needs to move beyond image-focused CSR to interventions with real impact — long-term, in schools, in communities, in mindset.

7. How is Kaufland’s sustainability commitment reflected in purchasing decisions from local producers and the expansion of the vegan and plant-based product portfolio?

In our procurement policy, we prioritize local partnerships. Specifically, over 85% of the food products at Kaufland are Romanian.

In 2024, the value of goods and services purchased from local suppliers exceeded 2.93 billion euros — an approach that supports the economy, reduces environmental impact, and ensures freshness on the shelf.

At the same time, we are continuously expanding our range of vegan and plant-based products. Although this segment is still niche, interest is growing — and our K- take it veggie private label offers sustainable, affordable, and relevant options for new consumption habits.

The interview was initially published in the bilingual yearbook Sustainability Index Magazine no. 3. You can flip through it here: https://sustainabilityindex.ro/sustainability-index-magazine-2025/

Better Business Alliance Launched: The First Alliance in Romania Supporting the B Corp Movement

The community of B Corp consultants in Romania (B Leaders) and Danone Romania have launched Better Business Alliance, the first local alliance dedicated to the B Corp movement. Its aim is to develop the B Corp community in Romania and foster businesses focused on social impact.

The B Corp sustainability and social responsibility certification was launched by B Lab, a global non-profit organization that, in 2007, initiated a movement to change the system within the culture and operations of companies. The goal was to transform business norms, shifting from a profit-centered model to an inclusive economic system that considers all stakeholders, ensuring that companies take responsibility for economic, social, and environmental changes.

To achieve the B Corp certification, a company must pass a rigorous assessment of its practices in five key areas: governance, employees, customers, community and environment. It must achieve a minimum score of 80 points out of 200 on the B Impact Assessment evaluation and audit to gain certification. Globally, nearly 10.000 B Corps are operating in 102 countries across 160 industries, while over 300.000 companies use B Corp tools to verify sustainability standards.


The First Alliance in Romania Supporting the B Corp Movement

The objectives of Better Business Alliance include informing local businesses about the benefits of B Corp certification, consulting and supporting those seeking certification, and assisting companies that wish to begin their journey towards sustainability according to ESG standards.

Additionally, the alliance encourages certified B Corps and those in the certification process to join, collaborate, and share best practices. This exchange of experience helps strengthen a business network with impact.

The benefits of B Corp certification are reflected in the performance of certified companies. According to a B Lab study in the U.S., between 2011 and 2015, B Corps grew 28 times faster than the national average. Furthermore, B Corps attract and retain talent more easily due to their values and organizational culture, which focus on social and environmental impact. These companies are 55% more likely to cover healthcare insurance costs for employees and are actively engaged in their communities.

“B Corp is not just a certification. It represents a paradigm shift in how business is done. For consumers, it is a symbol of trust, as B Corp certified companies publicly demonstrate that they operate according to the highest sustainability standards, with a social purpose above profit. Through this new alliance, we aim to harness the power of good, with both companies—through their operating models—and consumers—by choosing B Corp certified products and services—contributing to society,,” said Corina Radu, founder of Impact Market Romania.

Better Business Alliance will operate as a non-profit organization, initiated by B Corp consultants Corina Radu, Cătălina Ticău, Cristina Tararache, Cristina Bîcîilă, and Daria Hău, with the support of B Lab Europe, to develop a local and regional network of sustainable and visionary companies.

Romanian Companies Show a Growing Interest in B Corp Certification

Locally, Danone Romania is the first B Corp company, having obtained certification at the Central and Eastern European regional level. “We are excited to be the first supporters of the Better Business Alliance in Romania, paving the way for the B Corp movement. Danone Romania achieved B Corp certification in 2024 as part of the regional group for Central and Eastern Europe, further supporting the company’s global commitment to becoming one of the largest multinational companies worldwide to be fully B Corp certified. B Corp certification is a public recognition that Danone leads its business with a culture focused on achieving social and sustainability goals in everything it does”, said Ivan Holub, Sustainability Lead, Danone Central and Eastern Europe.

Currently, a second company has been certified, and 12 other businesses from various industries such as food production, compostable materials, retail, cosmetics, coaching, tourism, fashion, and communications & branding are in the process of being certified.

This progress is essential for developing a business ecosystem that will have a positive impact in Romania. Interest in B Corp certification is increasing, driven by its benefits for employer branding and its attractiveness to consumers. A recent B Lab study found that 57% of European consumers consider sustainability and certifications when making purchasing decisions, while 49% factor it into job choices.

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About Better Business Alliance

Better Business Alliance is a non-profit organization that promotes the B Corp business model in Romania. Its goal is to help local companies meet the highest standards of social responsibility and sustainability. The alliance was initiated by B Corp consultants in Romania, with the support of Danone Romania and B Lab Europe.

Must-Have CRS skills for a bright future

From being a good influencer to efficient networking, the modern-day CRS professional needs a wide range of skills to be able to deliver a long-term vision and impactful change.

We discussed this topic with Anita Longley, a board level sustainability professional with over 25 years’ experience in the private and public sectors. She is currently Chair of the Institute of Corporate Responsibility and Sustainability (ICRS), a go-to platform for anyone who wants to fine tune their CRS knowledge, learn from other members and stay up to date with the latest sustainable thinking.

A passionate advocate for collaboration and transparency, she has delivered impactful sustainability strategies and community partnerships, and is a trustee of the ScottishPower Foundation.

1. You have delivered impactful sustainability programmes over time. What are the main elements of a successful programme?

A successful sustainability programme should be central to the purpose and strategy of an organization and it must be authentic. It should focus on what’s significant to the business and encompass environmental, social and governance (ESG) issues.

In order to create long lasting change, companies need to understand their purpose and the impact of their activities – they have to strive towards ‘net positive’. It’s no longer enough just to use a risk-based approach, because opportunities will be missed. Corporate Responsibility is about helping companies positively engage in the process of shaping our shared future.

Leading companies set bold targets and report their progress regularly. The strategy is led by the Board, informed by effective stakeholder engagement and delivered through collaborative action. The increasing focus on ESG from the financial sector is helping to drive this change and support business resilience, as we have seen during the global pandemic.

Investors are now aiming to double their sustainable investments over the next five years.

2. The modern-day CRS professionals intend to create visible change in the company, but to do so they must gain the support of multiple decision-makers in order to make it happen. What approach would you recommend in this regard?

The first step is to set a vision that reflects the purpose of the organization and secure ‘buy in’ to that vision. Ultimately, businesses can only make progress in their ESG strategies if they convince the financial markets that they are worth the investment. This means that ESG must be a core part of board discussions.

Building capacity and understanding of the sustainability within the company will ensure effective decision making. This can be supported by integrating ESG into existing business processes, such as risk management or financial approval mechanisms.

We’ve seen a sea change in attitudes towards sustainability and the role of business. Employees can be the best advocates for change, and their interest and enthusiasm should be embraced. Employee volunteering, for example, provides opportunities to develop understanding and ensure practical support. Engaging senior managers with stakeholders, such as vulnerable customers, really helps them understand the challenges that those customers face, and how they can best be supported.

In order to influence, we need to understand what motivates people, how the business operates and when and how decisions are made. It will be different for everyone and each organization, and there’s a balance to be had between challenging and supporting. Professionals must be clear about the business benefits and offer solutions, not problems.

3. Which do you consider to be the must-have skills for a CRS professional? Which ones can be taught in time?

Now, we have an extraordinary opportunity to embed sustainability in business, and professionals have a key role to play. The Institute of Corporate Responsibility and Sustainability has developed a comprehensive framework of core competencies and guiding principles for corporate responsibility professionals. We use this framework to appoint our fellows and support individual personal development.

These include knowledge-based skills – ranging, for example, from environment to ethics and a range of ‘soft skills’, such as influencing. Professionals must develop and deliver impactful and measurable strategy, engage stakeholders effectively, work collaboratively and have strong communication skills. Corporate responsibility practitioners are in a position of trust and need to act with integrity to uphold that trust.

The sustainability profession is evolving very quickly and specialists need to understand a wide range of issues, so networking is extremely important. CRS professionals are good at sharing the best and the constantly evolving practices, we found this was particularly important during the early phase of the pandemic. Mentoring also provides an opportunity to test and develop new skills.

4. What courses, certifications or learning platforms would you recommend to any CSR aficionado?

My ‘go to’ learning platform is, of course, the Institute of Corporate Responsibility and Sustainability (www.icrs.info), which was established to support CRS professionals to be brilliant at what they do. We provide networking, practitioner led webinars, resources, mentoring and a competency framework. I would also recommend the Cambridge Institute for Sustainability Leadership, which offers a range of courses.