Fika with impact strategist Doreen Rietentiet: "Focus less on how much CO2 you save"

You’ve worked in impact for more than 17 years – what was the scene like when you started?

"I started my career as a journalist and then helped establish the German Renewable Energy Agency before co-founding DWR eco in 2012. When I started, less than five percent of energy in the grid was renewable. At the time, renewables were still seen as bit "alternative" – sort of like people wearing Birkenstock sandals and eating organic food!"

So how has the energy sector evolved in Germany since then?

"With the help of some early pioneers, like Bernhard Beck, founder of Belectric or Matthias Willenbacher of Juwi (both energy companies), the renewables sector – or cleantech or climate tech as it’s called nowadays – became mainstream. The vision was pragmatic: building a decentralised, renewable energy system to break the stranglehold of fossil fuel dependencies. It was transformative because it connected climate action to fundamental human values of freedom, security, and self-determination."

What’s the best and the worst thing about working in the impact scene today?

"The best is that renewable energies have become competitive and in parts cheaper than fossil fuels, and there is "no way of return". The worst is that as climate action gained prominence, the framing shifted from energy transformation to carbon reduction."

Why do you think that's a bad thing?

"This carbon-centric framing birthed an entire industry of carbon accounting, trading, and offsetting, which again offered ways to maintain existing power structures while appearing to address climate concerns. It was far easier for fossil fuel companies to purchase carbon offsets than to fundamentally transform their business models."

Earlier this month you hosted a so-called 'SuperComms Meetup' in Berlin, connecting European impact startups and journalists. What were your top takeaways?

"As Impact Loop has written recently, there’s a lot of discussion about how you define impact, and a lot of investors who have complained that defence companies or very profit-driven businesses are defining themselves as ‘impact businesses’ now. We need to keep having conversations about this. There’s definitely still a lot of investors that still want to invest in real impact though."

If you could fix one thing about how impact startups approach PR, what would it be?

"Focus less on calculating how much CO2 you save, as I mentioned earlier. Instead, be very clear about the actual impact or value your solution creates for people or businesses."

You describe yourself on LinkedIn as a Berliner with a New York attitude – what does that mean to you?

"I lived and worked in New York for more than ten years, and have adopted the city's fast-paced energy, resilience, and 'go-getter' mentality. Now that I live in Berlin, I combine the free-spirited essence of Germany's capital with the ambitious, driven, and bold energy of New York. Being a naturally restless person, both cities actually match my energy level and mindset."

Aside from Berlin, which is your favourite European startup hub – and why?

"It is Berlin. Period. I love the quality of life here. I have brought up three children in Berlin and been able to afford a house in the middle of the city as well as in the countryside. Office, home and school are all 10 minute bike rides away. All of this would be impossible in London or Paris. However, I like to visit other startup hubs regularly, as they are great for inspiration, and it's always good to step outside of the Berlin bubble."

What’s the best piece of feedback you’ve ever received – and from whom?

"Actually, it's feedback that I receive regularly from either friends, people I work with, or even strangers on LinkedIn. People basically encourage me to "Stay true to who you are and continue using authenticity as a superpower". I guess it's because I am very direct (as Berliners are) and I am not afraid to address uncomfortable facts and truths."

Are you taking a break this summer, and if so, what’s on your summer reading or listening list?

"Yes, going hiking and listening to a lot of podcasts. I like business and industry stuff, but also as a former journalist, I love my daily dose of geopolitical analysis. In addition, I am interested in all sorts of topics around women’s health and trying to keep up with everything around AI. So, it's going to be a busy summer."

If you could have fika with any climate or communications leader (dead or alive), who would it be and what would you ask them?

"Former US Vice President Al Gore. I spoke to him last in 2006, when I introduced him to former UNEP Director Klaus Töpfer, and I would be curious how he sees things today, almost 20 years later."

And finally, of course – what’s your favourite fika?

"Frappuccino in the summer. Cappuccino during the rest of the year."