Antje von Dewitz, CEO of German outdoor brand Vaude, has received the GEM Award 2021 for her successful sustainable brand management. The Berlin-based ”Gesellschaft zur Erforschung des Markenwesens e.V.” (Society for the Study of Brands, GEM) is a platform that supports companies in their brand activities with scientific arguments and studies. The award has been presented annually since 2011 to personalities who stand behind a brand and have proven themselves to be pioneering thinkers. Previous laureates include Anton Wolfgang Graf von Faber-Castell (of stationery manufacturer Faber-Castell, in 2013), Dr. h.c. August Oetker (of baking goods company Dr. Oetker, 2014), Werner M. Bahlsen (of food company Bahlsen, 2018) and Prof. Dr. Michael Otto (of Otto Group, 2019)
The jury concluded that von Dewitz had succeeded in anchoring sustainability in the sense of an economic, social and ecological balance throughout the company and in clearly representing the associated values. This clear positioning has strengthened the brand and increased its recognition and desirability. Vaude also enjoys a high level of credibility and trust – meaning that the company meets precisely the needs that are important to more and more conscious consumers. “The way Antje von Dewitz integrates corporate success, purpose, sustainability and work-life balance in brand management is exemplary and forward-looking,” said the jury.