Our brand

The Steward Redqueen brand is a metaphor that combines two elements that determine any organisation’s future.

A Steward is somebody who looks after the needs of others. Any corporation wants to be a Steward; taking responsibility for people and the planet in order to be successful in the long run. This starts with understanding and managing the organisation´s impact on society and -likewise-  society´s impact on the organisation.

The Red Queen is a character in Lewis Carrol’s book “Through the Looking Glass”.
Alice has the following dialogue with the Red Queen:

"Well, in our country," said Alice, still panting a little, "you'd generally get to somewhere else — if you run very fast for a long time, as we've been doing."
"A slow sort of country!" said the Queen. "Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that."

This story is the source of what is called the Red Queen principle: ‘For an evolutionary system, continuing development is needed just in order to maintain its fitness relative to the systems it is co-evolving with.

Steward Redqueen is the personification of these two elements:
Organisations are looking to become stewards of their surroundings, while to stay competitive in the market they follow the advice of Lewis Carroll’s Red Queen: run twice as fast in order to get somewhere else. They want to reach out to society and must run fast to stay out of reach of their competitors. Steward Redqueen wants markets to help solve society’s problems and society to reign in markets´ excesses.