Sustainable voices

Kruser, an environmentally friendly alternative

Christer Ervik, CEO and co-founder of Kruser

Who, What, Where?

Christer is the CEO and co-founder of Kruser, an envir has grown up with a boat, and is passionate about the useful use of resources in a world with major climate and environmental challenges.

What was your a-ha moment that made you become engaged in sustainability?

There was not a single a-ha moment, but something that grew on me gradually. I went to school at NMBU (University in Norway) which has a focus on environment and started accounting their environmental impact several years ago. There was a lot of focus on the environment around campus and in my education. One of my fellow students was very engaged and committed to the environment and opened my eyes with her speeches and ideas. I became aware of what actions I could take in my daily life that would make a difference. And how important it is to convey the message to the people you meet in life, and how everyone should contribute in building good solutions that makes it easy for others to make good decisions.

What is your single best tip for someone who wants to do more for the environment on a personal level?

The most important thing is to convey the message that small actions in your daily life can have a big impact. Adjusting small actions and choices everyday can make a big difference. If there is something that you are specially interested in that can help the environment you can put your focus there and also teach others around you. It is very important to understand that just a few people are willing to change their lifestyle for the environment, unless it actually pays off and gives them quality on a personal level. That's why businesses and others have to make it convenient and accessible to make sustainable choices. People have to change their habits, without losing the quality of the activity and life itself - therefore products, services etc. have to build good alternatives and solutions.

What do you think will be the legacy of your generation?

Our previous generation in their ignorance has done things that are to the detriment of the environment. It was for many years in the best intentions with a focus on industry and development - but now we have learned. We must learn from each other wrong and create better solutions. Information and messages must be passed on to the next generation. Even if a generation did a lot of damage, it's not too late to change as long as we act now.

What is the most critical technological breakthrough that needs to happen for the world to reach the 1,5 degree goal?

The absolute most important thing is to create and build solutions that store and distribute the energy we use. The sun produces enough energy that we have managed to produce enough emission-free energy for everyone, so we must build solutions that manage to utilize this in the best possible way. The keywords are energy storage and distribution and sharing of energy. Battery technology is the future, as we must focus on using, storing and distributing the energy we need.

What will this breakthrough demand from us as a society?

To make this possible it will require a focus on the development of this type of technology. Many must be willing to give technology an opportunity to escalate, and that one must dare to try new things.

What is your company’s most impactful contribution to fight climate change?

Kruser makes the ocean healthier by using only emission free boats. We make access to boats easy and environmentally friendly for people - so that you can still enjoy life at sea without damaging the ocean and surrounding environment. In this way we contribute to making it easier to make good choices for the ocean without losing the experience. To make it all possible we have to be the best choice, so that making the decision is a nobrainer for a lot of people - both for the environment and their personal life.

In your industry, what do you think will be the most groundbreaking change over the next 10 years?

The biggest change will be how we have access and use boats in the private market. Sharing and distributing goods between people will become a much larger part of the market. More people will have access to the sea due to a low-threshold offer that makes it attractive to share a boat, and a good alternative to owning a boat yourself. There will be less ownership and more sharing. We think that the electrification of boats will go much faster than it did in the car market due to what one has learned and experienced. The same goes for the sharing economy and distribution of goods. This will in addition to changing our access make the boats and other vehicles more environmentally friendly built on sustainable solutions and user patterns.

Which brand (in general) do you think is at the forefront when it comes to sustainability?

I experience that financial institutions such as banks and venture funds have understood their responsibility to invest in solutions that make it attractive for most people to make environmentally friendly choices. Heavy capital is invested in environmentally friendly and sustainable solutions. This is certainly one of the most important things for us to implement the necessary change. If we are to name a company that stands out in this area, we will highlight Storebrand. Not only do they communicate the correct things, but they also perform important actions.

What makes you climate positive about the future?

I'm not particularly climate positive. But I am a climate optimist. I think some companies and certain individuals can make a whole world change their habits. You just have to have the right focus, skilled partners and good ideas. It is important that the environment, society and profits come together. Funds must be distributed correctly - investments must comply with good environmentally friendly solutions.

Is there anything else you would like to add?

The most important thing about climate is to create change together. Politicians, financial institutions etc. must facilitate, companies must find solutions, the man in the street must make personal choices to try something new. We must do this together! Individuals, companies, generations etc. share the same goal! Incentives are also very important! Norway has succeeded in this by electric car by easing taxes, being VAT-free, allowing driving in the public transport area, less tolls, easier and cheaper parking, etc. Politicians must create tax incentives to choose environmentally friendly solutions. There must be a deduction on costs when choosing environmentally friendly alternatives.


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