NATURAL MATERIALS
Natural materials are of particular importance nowadays, as almost any material can be artificially imitated. When furnishing, natural materials such as organic paints, pure cotton or real wood parquet should therefore be preferred. We show you what you should pay attention to in order to live healthy and free of harmful substances.
Big design in a small space: Tiny Apartment in Rotterdam sets new standards
Small but mighty! The Dutch architect couple Beatriz Ramo and Bernd Upmeyer have created a multifunctional hideaway with their tiny apartment on just 6,89 square metres
Leksi Kostur: Pioneer of biodesign
On the way to a greener future, she is leading the way with creative ideas: Biodesigner Leksi Kostur shows how to keep people and the environment in mind when designing
Interspecies Design: New habitats for a sustainable future
Diverse ecosystems instead of dreary concrete deserts: Interspecies Design creates environments in which not only humans but also other living beings find a home
Sustainable garden furniture: Top 5 brands and trends for 2024
Off to the green! Just in time for the start of the open-air season, we reveal the most important new outdoor furniture trends and introduce the best brands for sustainable garden furniture
Sustainable Celebrity Brands: 10 celebrity brands with impact
From the red carpet to the green lifestyle: These 10 sustainable celebrity brands prove that ethics and aesthetics don't have to be opposites
Living vegan: This is how ethical interior design works
How can you live stylishly and vegan? We present the best tips and the top brands for furnishings that are chic and cruelty-free at the same time
Flexible, functional, fashionable: Adjustable sizing sets new fashion standards
One size fits all! We explain why adjustable sizing should be the new norm for sustainability and show our top 10 brands for variable fits
Sustainable iPhone cases: protection for our cell phones and our planet
The Conscious Choice: Sustainable iPhone cases protect our smartphone and the environment from damage. Here we have curated the best sustainable brands for you
Waste to Value: Recycling furniture gives old materials a new purpose
Whether made from used children's toys, coffee leftovers or orange peels - recycled furniture combines creativity with sustainability and functionality. Here we introduce you to all the benefits and the best brands
Sustainable wallets: How to store your money with style and sustainability
We reveal what you should pay attention to when choosing a sustainable wallet and which brands you can invest in with a clear conscience
Charles and Ray Eames as visionaries of the 20th century
Charles and Ray Eames Industrial Designers The creative designer couple who completely broke artistic boundaries in the 1950s. The special features of her designs lie in the structures, shapes and conditions used and serve as expressions of her passion for aesthetics paired with comfort. Her designs are not just about surface design, but also about the type […]
Sustainable suitcases: Travel environmentally consciously with these brands
A selection of suitcases, travel bags and hand luggage that are not only stylish but also sustainable
Sustainable sweaters – 10 top brands for hoodies, lightweight & knitwear
Discover the best brands and top looks for sustainable sweaters
“Filter by Fabric” – The revolution in transparent product descriptions
The Woolmark Company’s “Filter by Fabric” campaign aims to protect consumers from misleading product names and inspire them to make more conscious purchasing decisions
Modal fabric – The innovative textile fiber made from beech wood
Modal fabric impresses with its natural origin and versatile application. Compared to other materials, it shows many advantages and disadvantages. Immerse yourself in the world of Modal.
Cleaning stone: The environmentally friendly all-rounder for a clean home
Cleaning made easy: A cleaning stone is suitable for the kitchen, bathroom and bedroom. Everything about the environmentally friendly all-purpose cleaner and how to use it.
Vegetable brush: Natural cleaning for freshness and health
Everything about vegetable brushes, the key to clean and nutritious vegetable enjoyment
Soap sachets: A guide to foamy washing and gentle exfoliation
Everything about the use, care and production of soap bags: They enable an optimal showering experience and at the same time protect the environment
Plant instead of animal skin: Why more and more designers are turning to cactus leather
Cactus leather is taking the forefront of sustainable leather alternatives. Everything you need to know about the trending material - from its origins to current challenges
Sustainable bed linen: A green dream for a restful sleep
Benefits, materials and top brands for eco-friendly bedding - from kid-friendly designs to organic certifications
Community Clothing launches a plastic-free sports collection
The Organic Athletic collection combines sustainable and locally produced sportswear which is plastic-free and environmentally friendly
Wrapping gifts sustainably: The best tips for sustainable wrapping paper
Nice gift giving without a guilty conscience? This is possible with sustainable wrapping paper! Discover our ecological designs and give your gifts a special touch.
Puma relies on biodegradable innovation with Re:Suede
In 2021, the Puma company started its first project called Re:Suede with its Circular Lab. The experiment about the completely biodegradable shoe is now producing results.
Pouring candles – easy, quick and without any prior knowledge
Discover the world of candle casting - from making sustainable candles to recycling leftover wax
Interior design trends 2024 – warmth, contrasts and biophilia
Warm colors and cleverly placed accents for home interior design – these are the top 5 interior trends in 2024
Green elegance: Sustainable sofas for a stylish home
Sustainable sofas combine timeless design and ecological responsibility for a new living culture
Algae: The green revolution in the fashion industry
The fashion industry has a new promising resource - seaweed. The sustainable raw material reduces environmental impact and offers fascinating possibilities
Soy wax candles: A beautiful and environmentally friendly alternative
Discover the variety of soy wax candles, the health and environmental benefits and where you can buy these eco candles
Get rid of ants: natural home remedies
Ants are often uninvited guests in houses and apartments. But instead of resorting to chemical weapons, there are environmentally friendly home remedies to get rid of the insects
MycoWorks opens facility to scale innovative leather alternatives
September 2023: MycoWorks will commission the world's first facility for commercial scaling of mushroom leather
Coldplay is revolutionizing touring with sustainability initiatives
Coldplay is pursuing a holistic agenda to make music touring sustainable - an interim result promises success of the ambition
Mylo production stop: Is scalability of innovation the Achilles' heel of the fashion industry?
Bolt Threads Pauses Production of Leading Leather Alternative Mylo – What It Means for Scaling Innovation in Fashion
Energy-efficient construction: tips for sustainable house construction
Energy efficiency plays an increasingly important role in house construction. The right measures and construction methods reduce the energy consumption of your home.
The German Design Council celebrates its 70th anniversary
The international competence center for design is celebrating its anniversary - and with it collaboration, talent promotion, innovation and sustainability
New Work: Sustainable office furniture in the office and what to look out for
In times of New Work, positive impulses count in the office and home office - sustainable office furniture plays a major role
Wooden bike: The durable eye-catcher for urban life
A wooden bicycle made from natural resources offers many advantages and is in no way inferior to conventional competitors in terms of design
These impact-factor t-shirts belong in every capsule wardrobe
Sustainable T-shirts are more than a fashion statement - everything about material, seals and top 10 brands
Sustainable camping cookware: This is how camping can be even more environmentally friendly
Everything about sustainable camping dishes and the most beautiful products for your next camping trip
Project213A: Contemporary design meets sustainability and fairness
How Project213A implements a modern design aesthetic, timelessness and individualization with the help of sustainability and fairness
Seifenmühle, Soapflaker, Seifenraspel are the names of the new sustainability champions
What is behind the nine sustainability champions of the soap mill?
Tencel fabric Disadvantages and advantages of the innovative trend fiber
Gentle on the skin, biodegradable and a luxurious shine - find out all the advantages and disadvantages of the trend fiber Tencel here
How urban mining promises a waste-free future
Urban mining stands for sustainable and future-oriented raw material extraction. Everything about the innovative strategy for resource protection
Nontalo Kids: Where play, spontaneity and sustainability are in harmony
Design duo Eneris Collective launches Nontalo Kids - A modular and bio-based stool with a playful twist
News: GREENSTYLE brings fair fashion & education to Munich
The fashion industry needs to become more sustainable - this is exactly why GREENSTYLE creates awareness, reach and visibility for forward-looking changemakers
5 questions for Working Title founder Bjoern Kubeja
Fashion inspired by art and architecture – This is how high fashion is sustainable Interview Bjoern Kubeja, Co-Founder Working Title
Christmas window decorations: The 10 best ideas and Inspo 2023
The right decoration for every style. Ten creative ideas for a Christmas window decoration
Norman Foster launches UN declaration for sustainable & integrative architecture
In the run-up to COP 27, architect Norman Foster presented the San Marino Sustainability Statement
Beatriz Morales stages sustainable art with “Where the Wild Things Grow”.
The Mexican artist Beatriz Morales shows her exhibition “Where the Wild Things Grow” – a tribute to her origins, nature and craftsmanship
Summary Paris Design Week: Talk the Talk to Walk the Walk
Maison & Objet Paris Design Week gives an insight into the visions of the future
Sustainable logos: The new status symbol of conscious fashion brands
More and more brands are modifying their brand symbols and launching sustainable logos as an expression of their commitment - but what does that mean?
Sustainable Swimwear: Brands and Facts for Fair Beach Vibes
Whether bikini or swimsuit - it doesn't matter. Everything is allowed this summer when it comes to swimwear. The main thing is sustainable swimwear
5 Questions to Next Gen Designer Sep Verboom
“If we as designers and consumers know nothing about the product, we cannot evaluate it” AN INTERVIEW WITH SEP VERBOOM, FOUNDER OF LIVABLE
The NJAL top 10 brands of the month
These 10 brands show the diverse facets of creative and sustainable fashion
Fashion x Craft - the funding project for young fashion designers
An educational program that goes beyond the limits of classic fashion and textile production
Designer Gesa Hansen on her passion for future vintage
The sought-after designer talks about her personal style and why her passion for wood and vintage are the epitome of sustainable design. In an interview with Gesa Hansen, Founder “The Hansen Family”
Stella McCartney unveils first mushroom leather bag as part of SS22
The sustainable and vegan luxury brand launches the first handbag made from vegan Mycelium leather
Colour expert Annika Murjahn on innovative eco-colour culture
How Caparol Icons sets new standards for luxurious color concepts and sustainability on the European market for interior paints In an interview with Annika Murjahn, founder of CAPAROL ICONS
Art meets design: Herzog & de Meuron goes into series production with Corker
Cork design from a co-production between the Chinese artist Ai Weiwei and the Swiss architecture firm
Bast Fiber Boom: Is Biomaterial the Next Normal in the Design Process?
Eco & slow design are en vogue. But what does sustainable design actually consist of? Everything to do with functional and aesthetic biomaterial
Experiencing design with all senses – Sebastian Herkner on Slow Design
The creative product designer transports culture and craftsmanship into the modern age In an interview with Sebastian Herkner, Product Designer
These creative fashion labels go against the mainstream
These 7 brands show the many facets of creative and sustainable fashion
Sustainability and Hybrid Commerce: Consumer Trends 2022
GfK study sees sustainability as the top trend for the new year - these are the topics for retailers, manufacturers and consumers
Book Club: TrendBook Forecast 2022 | 23 - Retro, Organic Materials, New Minimalism
These 5 macro trends offer inspiration for interior design, accessories, fashion, colors and textures in 2022/23
Sustainable Christmas: ideas and resolutions for 2022
How does a sustainable Christmas work? We show you how to do it with simple tips about gifts, feasts and decorations
Artificial Christmas tree like real: 7 ideas for alternatives
Creative ideas and alternatives for fir trees and why the real fir tree is less sustainable
Eco Lingerie - The 10 most beautiful brands for sustainable underwear
Ethical fashion also includes sustainable underwear - whether elegant and simple or sexy and playful, here are the most beautiful brands
New Year's Eve ideas 2024: Glamor and glitter in green
This year it's time to rethink traditions - here are creative ideas for a sustainable New Year's Eve party with the best of intentions
News: According to Kering, animal fur no longer has a place in the luxury industry
Kering continues its sustainable commitment by introducing a fur-free policy for all its labels. As of 2022, no house of the luxury group will use animal fur anymore
News: Nike is commercialises AirCarbon biomaterial for CO2 reduction
Nike is collaborating with biotech company Newlight Technologies to reduce its carbon footprint by using the biomaterial AirCarbon
Sustainable materials - new standards for the textile industry
More and more companies are focusing on sustainable materials, material innovation or preferred fibers and materials
Unique design items for the bathroom and kitchen made from wood chips
Woodio In partnership with German Design Award Waterproof solid wood composite material from almost climate-neutral production - the Woodio Soft40 received the special mention of the German Design Awards 2021 in the category "Eco Design" Design Story Designer Woodio Oy Winner Product Soft40 Design Feature Natural, innovative, lightweight
Book Club: Kuma – Japanese Architecture “Tradition meets the modern”
Our book tip of the month lets you discover the innovative architecture of the Japanese visionary Kengo Kuma with the beginning of the Summer Olympics in Tokyo
This yacht promotes the connection to nature
Silent-Yachts in partnership with German Design Award The Silent-Yacht 60 would like to use an innovative approach to remove the disadvantages of yachting and is the winner of the German Design Awards 2021 in the category "Aviation, Maritime & Railway" Design Story Designer Silent Yachts Trading GmbH Winner Product SILENT 60 Design Feature Modern, elegant, dynamic
Modern sunglasses and ethical brands in trend 2021
Fair and modern sunglasses - these are the sunglasses trends for 2021
Très Chic: Vegan dress shoes for women and men
No more sneakers - elegant shoes for all styles without animal suffering and with an ethical supply chain? Here are the most beautiful brands for vegan shoes for women and men
Green future powered by design - Green Trend Book 2021
The first round of recruiting for the Green Product and Green Concept Award 2022 is currently taking place - The Green Trend Book offers a sneak peek of what to expect.
Carpet without harmful substances - a unique design for your home
Find out what makes a design carpet without harmful substances and where you can find them
Asket - slow fashion par excellence now also available for women
After the success of sustainable men's fashion, this Swedish start-up will also be offering women's fashion in the future, thus taking a stand against fast fashion
Sustainable design combines aesthetics and responsibility
Young designers combine modern concepts with sustainable criteria and more and more traditional houses are following suit - welcome to the new perfection!
Top 10 size-inclusive brands promote female empowerment
Size-inclusive brands promote self-expression, diversity and even sustainability - here are our top 10 brands for female empowerment
Green Furniture Concept: Biophilic Design & Modularity for Public Interior
Johan Berhin, founder and designer of Green Furniture Concept, talks about natural design as a symbol of security and the importance of modularity and circularity for interiors in public places Interview with Johan Berhin, Founder & Designer
The art of Feng Shui: How to design your living room harmoniously
Feng Shui promises more tidiness and a cosy atmosphere. With these tips, you too can furnish your Feng Shui living room according to the Chinese theory of harmony.
Luxury home gym: train at home in style
Even the training options have moved home within the past few months. But not only in times of a pandemic: with these devices you can create your own luxury home gym
Scandinavian decoration: Plain and simple furnishings from the north
Less is more: Scandinavian decoration with lots of Nordic home accessories made from natural materials fit into any home
Home office design: interior moods for more focus in the study room
For many, the workplace has moved into their own homes: We show you how to set up your home office and the most beautiful interior moods - functional, stylish and sustainable
Sustainable organic cashmere wool: Noble natural fiber, ethical and valuable
Hardly any other natural material is as soft and fine as the coveted cashmere. But there is sustainable cashmere and what does organic cashmere wool mean?
Pretty in Green: Top 5 designer labels for vegan handbags
Vegan fashion is the megatrend, but also a challenge, especially in the leather-affine accessories industry - we show our top picks for vegan handbags Follow
Synthetic diamonds: Innovative gemstones from the laboratory
For centuries, diamonds have been the source of controversial mining. But that could end now - are synthetic diamonds from the laboratory the future?
Dodds & Shute: Swedish furniture brands leading in terms of sustainability
No other country produces furniture as sustainably as Sweden. This finding has been shown in the new sustainability report from Dodds & Shute
News: Aveda products are now vegan and cruelty-free
All Aveda products are now 100% vegan - High-quality cosmetics that are good for the people, animals and environment
News: Adidas classics are coming back as vegan and sustainable versions
The iconic sneakers are coming back in a sustainable version: This year Adidas wants to bring vegan shoes made of mushroom leather to the market
The most beautiful furnishing ideas for your home
Furnishing ideas that combine functionality and beauty. We show trends and inspiration for modern interiors 2021
Designers create aesthetic sustainability with upcycling furniture ideas
Upcycling furniture ideas from top designers who combine reuse and aesthetics
The best brands for stylish hemp jeans and clothing
Hemp is an underrated natural fiber that has found its way into the fashion industry: Here are the benefits for hemp clothing and the best brands for hemp jeans, jackets and more
Hippie, chic and something different: The Boho Style at Home
Natural colors, different materials and textiles for an imperfect look: the boho style
Lyocell - Everything about the environmentally friendly material of the future
Wood fiber clothing? Sounds strange - but it's soft, health-friendly and sustainable. Discover everything about the miracle material Lyocell here
Minimalism: the conscious decision for more value
Minimalism represents the decision for more value and quality in life. We present 7 tips and impulse questions to implement the lifestyle
Sustainable packaging: order and ship in an environmentally friendly way
Ordering and sending packages is part of everyday life. However, since this can harm the environment, we show alternatives for sustainable packaging
Zero waste bathroom: oasis of wellbeing in the name of sustainability
Bathrooms are full of beauty and wellness products. However, these can only be really enjoyed if they can be used with a clear conscience. That works in the Zero Waste Bathroom
Wabi Sabi: Harmony through imperfect purism
Wabi Sabi represents the joy of clarity, the reflection on the essentials and the recognition of perfection in something imperfect. Discover the Japanese tradition, which has aspired to be a trend
Wallmakers House: Award-winning architecture with a sense of sustainability
Vinu Daniel is considered an architectural pioneer. His Wallmakers house Shikhara shows how he is revolutionizing modern house construction in the long term
Mottainai: The Art of Not Wasting
The Japanese Mottainai philosophy describes appreciation and respect for our resources. Discover how the concept promotes sustainability in everyday life
Heimtextil Trends 2021/22: “Nothing New, Everything New”
The international trade fair Heimtextil is a trendsetter as well as trend barometer for the textile industry. 2021 is considered to be the kickstart for a sustainable and digitized future
Vegan en vogue: Top 5 luxury labels for vegan clothing
Be it alternatives to fur or leather - these high-end labels design vegan clothing with a luxurious look, without any animal suffering
Organic cotton - the most important facts and the most beautiful brands
Key facts, tips on care, advantages and brands - we present everything you need to know about sustainable organic cotton
News: PANGAIA protects marine ecosystems through “Coral Reef Collection”
The sustainable label PANGAIA is launching a new collection to draw attention to the threat to coral reefs and actively promote their protection
News: Y/Project launches sustainable “Evergreen” collection
Y/Project's “Evergreen” capsule collection consists of the Parisian label's most popular pieces. And produced sustainably to promote environmental protection
Plastic Free July: A campaign month with everyday relevance
In order to protect the environment, Plastic Free July promotes the conscious use of (single-use) plastic. Take on the global challenge!
White gold know-how: Everything that glitters is gold
Exclusive white gold jewelry creations promise timeless joy. But why is white gold premium and where can you find the most beautiful jewelry?
Sustainable phone cases - With us, you are spoiled for choice!
There are stylish cell phone cases everywhere - but also sustainable ones? We show what's important: the best selection for sustainable cell phone cases and all the tips
Inspiration & ideas for home trends and design 5
As every year, there are many new ways to upgrade modern homes effortlessly as well as stylishly. These are the Top 5 interior home trends and design ideas 2020
Cruelty-free it-pieces: Vegan belts for men and women
More and more consumers are committed to animal welfare and are calling for vegan accessories. We show functional and stylish must-haves: vegan belts
Green Glam: These are the trendiest ethical make up brands
Slowly but surely, the organic beauty trend has moved from niche to mainstream. We show 5 Green Beauty brands for natural beauty care
Plants for a good indoor climate - myth or fact?
The fact that plants improve the indoor climate is controversial - we show what is really true of the myth and how you can guarantee to optimize your well-being with a few green accents
Luxury fashion pioneer Julia Leifert - Between ethics and aesthetics
“It’s important to start somewhere – 100% is not a short-term goal, but a vision”
Nature & art: A centuries-long relationship, evolving from Earth Works to modernity
Artists have always combined nature and art - from land art to modernity, these are the creative approaches
Nike News: New program to accentuate the sustainable products of the sports fashion giant
One click, all sustainable products at a glance - With this simple function, Nike drives sustainability in the fashion industry
Second hand designer fashion: How to find exclusive designer treasures
Whether Hermés Birkin Bag or Balenciaga Streetstyles - you can sell old designer treasures and find new ones on these platforms for high-end second-hand online shopping - in the context of the circular economy
Top 10 brands for ethical men's clothing
Get involved socially and for the environment by dressing stylishly and confidently - fair fashion for men makes it possible
Easter decorations made by yourself and from fine natural materials
Decorate and give away for Easter. Modern design ideas that are stylish and durable. Easter decorations are made in-house or come from fine natural materials.
Top 10 sustainable & ethical fashion brands for women
Doing good in style more stylish than ever - with these brands you dress luxuriously and extravagantly, while protecting the environment and acting socially
Green cosmetics - What is behind it?
Clean beauty, vegan, organic or natural cosmetics - these are the differences and these ingredients belong on the no-go list
Green Tech Gadgets - These are the Top 5 Must Haves in 2020
Whether it's a phone case, tablet holder or a lighting system for the home - Green Tech is on the advance and offers new ideas to combine technology and design
Gunther Kleinert on fine design and the questioning of consumption
The esthete and product designer is the winner of the German Design Award 2020
Sustainable sportswear and yoga fashion - More than just performance
The best brands for fair sportswear, active wear and sustainable yoga fashion
Design expert & visionary Ulrike Krages on urbanization and more comfort
“For me, aesthetics is esthete and everything that comes from the heart”
Solid wood or solid timber? Here's everything you need to know about woods and the differences between them
Living & building with the most sustainable raw material in the world. Wood appeals to us aesthetically and also ensures a pleasant room climate. Whether solid wood, solid wood or real wood - we explain the differences
Go green in the bathroom - morning rituals for body and the environment
Welcome to your personal natural body spa: Morning rituals can work wonders in health. We show which daily routines protect our planet and inspire the body
Puristic minimalism by Alix Lawson
Historic classicism meets modern minimalist furniture - The creation of elegant restraint
Designer portrait - Guillaume Alan defines minimalist luxury on a new level
With his focus on aesthetic restraint, the French exceptional designer counts on the essence of things and the search for the essential
New Heritage Festival - Buy things that matter
Festival for manufactured products and timeless design - review of a successful event
Terrazzo - the designer scene's favorite for La Dolce Vita
Terrazzo as new star of the international design scene. The colorful flooring exudes Mediterranean flair, lightness and elegance. Get to know the zero-emission eye-catcher
Sustainable leather – we show the alternatives from animal to vegan
Leather is a durable and, above all, high-quality material for clothing, shoes, bags and furniture. Production and processing using conventional methods is, however, questionable. We show the alternatives for sustainable leather
Ethical Gold: About the Responsibility of the Jewelry Industry
The fashion industry is becoming more and more sustainable, but what about the jewelry industry? We show what is hidden behind the term ethical gold and what fair gold mining looks like
Wall design inspired by historic villas and châteaus
The wall design can give the living space a completely new effect. With its historical colors, Little Greene creates a plague world of styles for your own home
Green Living Interior Design: Here's how to make your modern, chic and green home improvements
Beauty and a sense of responsibility are not mutually exclusive. Green Living stands for stylish furnishings and a conscious lifestyle. With these interior design tips, you can also do it in your own four walls
Sustainable organic colors - Naturally beautiful
With color nuances for a higher standard of living in your own four walls. Sustainable organic colors ensure a non-toxic well-being
Beautiful textiles for sustainable furniture
Sustainable furniture made from natural fabrics and materials. Cotton, silk, hemp and synthetic leather. We show the most beautiful fabrics for your interior design
Sustainable building & architecture in terms of the environment
With “Green Living” a trend has entered the living room that has a lasting impact on life in your own four walls
High-end designer objects made from natural materials
Award-winning designer armchairs, elegant high fashion and trend-setting tech gadgets - all these luxury items can only be enjoyed to the fullest if they are made from natural materials. Nowadays artificial substances are often used, which look like their natural predecessors, but are contaminated with pollutants and can be harmful to health. Discover brands, current news and trends related to natural materials here.
Super soft fabrics with incomparable comfort
High-end fashion made from natural materials such as organic cotton or linen is not only flattering to the figure, but also good for the environment and health. Sustainable slow fashion for men or fair fashion for women made from natural materials can be found right here. In addition, current collections launched by well-known fashion brands made from natural materials and everything worth knowing such as values and stories behind the environmentally conscious designers.
Interior goals: aesthetics, quality & a pleasant indoor climate
Even those who want to furnish sustainably are in the right place here. Beautiful parquet made of real wood or organic colors as well as wallpaper give your home a stylish update, while meeting the demands of aesthetics, quality and environmental, animal and human protection. Here you will find brands for furniture made of natural materials as well as tips and tricks to find the right material for your interior. We show what is important.