From Stakeholder to Dreamholder. What can we learn from brave
start-ups?
There’s a big conversation about consuming less, producing less, doing less, but what should we do more of? What works? What breaks? And what does it really take?
At LOOP Forum 2026, FutureTribe invites you to explore this question through a live panel talk with inspiring founders, and a pop-up book reception where you can grab a slice of banana cake, celebrate the book launch of The Brand Value Circles and maybe meet your next Dreamholder.
Register for LOOP Forum (Free)
→ Sign up for free and learn more about the event
Join the Book Reception (also for free :-)
→ Banana cake, bubbles & books on April 29
Experience FutureTribe at LOOP Forum
FutureTribe will be present at LOOP Forum with two special moments during the event:
April 28
Live stage session at the Innovation Stage, from 14.40 - 15.30:
From Stakeholder to Dreamholder – What can we learn from brave start-ups?
April 29
Pop-up book reception at our stand from 14.00 - 16.00:
Banana Cake, Bubbles & Books
Both events celebrate the launch of the new book:
The Brand Value Circles – A toolbox for Building true Sustainable Brands
Both days: Dreamholder Sessions at LOOP Forum
Join one of our 25-minute Dreamholder Sessions – short, high-energy idea sprints where you work on your own case and gain new perspectives on your business, sustainability efforts, or communication.
Each session is facilitated using our Brand Value Circle approach and focuses on a specific theme – from insight and trends to positioning and pitch.
What to expect:
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Work on your own challenge
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Gain fresh perspectives
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Leave with at least one concrete next step
Format:
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25 minutes
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Small groups (max. 6 participants)
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Drop-in or sign up in advance
See full programme and reserve your spot below
Stage Session – April 28
From Stakeholder to Dreamholder. What can we learn from brave start-ups?
About the talk
This session briefly introduces the new book: The Brand Value Circles - how to build true Sustainable Brands and a framework for working with sustainable innovation and brand building.
During the session you will meet four Start-ups working hands-on with innovation, sustainability and circular business models. Together we explore how businesses can create value not only for stakeholders, but by engaging people as active Dreamholders in shaping meaningful change.
You’ll walk away with
• A practical understanding of how sustainability can move from intention to action
• Real examples of circular business thinking in practice
• Inspiration for how brands can engage people as co-creators of change
• Perhaps a new Dreamholder to share your dream with
Meet the Dreamholders
The conversation on stage brings together four Dreamholders working directly with circular economy and sustainable innovation. Four Dreamholders who, each in their own way, inspired the author of The Brand Value Circles to develop new models for sustainable brand building
Christian Cordius is the founder of Banana Cph, a company working to reduce food waste by transforming surplus bananas into plant-based products such as vegan ice cream and baked goods. Through his work, he demonstrates how overlooked ingredients can be turned into valuable resources while combining entrepreneurship with a strong focus on sustainability.
With Banana Cph, he challenges traditional food systems by showing how innovation and circular thinking can help reduce waste and inspire more responsible ways of producing and enjoying food
Christian Cordius
Founder, Banana CPH
Henrik Holm is the co-founder of Wehlers, a Danish furniture brand he founded together with Maria Fryd Wehler. Through Wehlers, he works with furniture design at the intersection of aesthetics and circular economy, developing high-quality products made from recycled materials such as ocean plastic and industrial waste.
With Wehlers, he challenges conventional furniture production by showing how thoughtful design and circular thinking can transform waste into long-lasting and desirable objects—pointing toward a more responsible future for the design industry.
Henrik Holm
Founder, Wehlers
Kasper Sánchez Vibæk works with sustainability and circular strategy in the built environment, focusing on how materials, products, and design can support a more responsible construction industry.
As Sustainability Manager in a startup, he works with topics such as life-cycle thinking, decarbonisation, and circular materials driven by a belief that the green transition requires both practical solutions and people willing to hold on to the bigger dreams. Through his work, he explores how sustainability ambitions can be translated into real-world implementation across materials, design, and construction.
Kasper Sánchez Vibæk
Sustainability Manager, Akuart
Session Moderator
Bettine is the Author of the Brand Value Circles - a toolbox for developing true Sustainable Brands and founder of FutureTribe, which helps organisations translate future insights and sustainability ambitions into real business innovation and engagement. She works as a systemic brand architect at the intersection of trend innovation, sustainable value creation, and entrepreneurial thinking. In her work, branding is not treated as communication alone, but as a value-creating architecture embedded in business models, organisational culture, and ecosystems.
Her book is a spin-off from her Executive Master in Sustainable Leadership from the Technical University of Denmark (DTU), where the Brand Value Circles framework was first developed as part of her research and built on more than 25 years of experience working with marketing, branding, and consumer insight.
Bettine Ortmann
Founder, FutureTribe and Author of The Brand Value Circles
New Book & Toolbox:
The Brand Value Circles
A toolbox for building true Sustainable Brands.
The book introduces a practical framework for how brands can create real sustainable value by connecting purpose, stakeholders, and brand development, and by engaging people not only as stakeholders, but as active Dreamholders.
Built on research and more than 25 years of experience working with branding, innovation and consumer insight, the framework helps organisations translate sustainability ambitions into real business value and engaging brands.
Pop-up Book Reception – April 29
Banana Cake, Bubbles & Books
Time
April 29 — 14:00–16:00
FutureTribe stand (65), at Loop Forum, Lokomotivværkstedet, Otto Busses Vej 5A, 2450 København SV
To celebrate the launch of The Brand Value Circles, we invite you to a relaxed pop-up reception at our stand.
Come by for:
• Banana cake
• A glass of bubbles
• Conversations with fellow Dreamholders
No formal speeches. Just good conversations and a moment to celebrate new ideas, catch up and sharing dreams.
See you at LOOP Forum
Come meet us, join the conversation, and explore how you can become a Dreamholder in shaping future-proof brands.
Join a Dreamholder session
Get a fresh perspective and 1 new idea in 25 minuttes
Programme day 1:
10:00 Target Insight Session
Find your strongest sustainability insight to act on
11:00 Trend Innovation Session
From trend to concrete business idea
12:00 Circle Sprint Session
Get sparring on your own case
Programme day 2:
10:00 Positioning
Where do you actually differentiate?
→ Stand out from “all the other green solutions”
11:00 Rich Value Proposition
Sharpen your green pitch and make it rich
→ Explain your value clearly and convincingly
12:00 Circle Sprint Session
Get sparring on your own case
→ Work on your own case
→ Meet new Dreamholders
→ Walk away with practical ideas
Each session is no longer than 25 min.
Max 6 participants pr. session
Sign Up and reserve your spot or meet us at stand 65