Hedvig Lyche launches ‘new model’ sustainability consultancy Petrichor Planet

The Bali-based consultancy, named after the smell of rain after a long dry spell, aims to make it easier for companies to implement sustainability programmes.

Hedvig Lyche
Lyche's consultancy aims to make it easier for companies to implement sustainability programmes. Image: Hedvig Lyche

A new sustainability consultancy has launched in Bali, Indonesia, founded by marketer Hedvig Lyche.

Lyche launches the firm less than a year after leading a new sustainability offering for public relations firm Hill+Knowlton Strategies, where she was director of CSR and better impact.

Her consultancy is named Petrochor Planet. Petrochor is the smell of rain after a long period of drought.

The firm’s services include stakeholder management, communications, branding, impact reporting, and thought leadership. Central to the offering are platforms that match a brand’s sustainability ambitions with the right projects, and connect players from the public, private and non-government sectors.

Lyche, who moved from Singapore to Bali in February, said she started the consultancy to make it easier for companies to implement sustainability programmes that contribute to the bottom line.

Larger consultancies, she said, are shackled by traditional reporting structures and outdated ways of measuring business success, which often leads to compromises in who they work with.

Petrichor Planet will focus on small-to-medium sized clients in Southeast Asia, although Lyche said she also wanted to work with larger firms in the fashion, construction and food and beverage sectors, as they are in particular need of change.

She said her consultancy had “strict and traceable” ways of evaluating clients to ensure that environmental, social and governance (ESG) issues are central to their business. “We will not work with companies who allocate a small percentage of budget to philanthropic initiatives and the majority towards destructive operating systems,” she told Eco-Business.

Over her career, Lyche has worked mainly in marketing and communications, for companies including content marketing agency King Content and advertising agencies TBWA, MullenLowe Profero and Ogilvy. She has founded her own companies before, launching marketing strategy agencies Coquinne Communications in 2014, and Core Agency, Asia in 2017.

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