Let's Flip - When the community decides on sustainable flops

Investigative journalism with the integration of the community for a better future - here we explain how the online magazine Flip works

Flip Investigative Journalism Community
Source & Copyright by Flip

Author: House of Eden

A newsletter magazine that examines sustainable products. The community can then decide whether it is a flip or a flop. The founders Christian Salewski and Felix Rohrbeck come from journalism and have worked for media such as ZEIT, ARD Panorama and STRG_F in recent years. Co-founders Christian and Dominik Sothmann, on the other hand, come from the economy with a focus on new business models and digital strategies. They are now doing business journalism together, showing sustainability from a completely new perspective. In the interview with Haus von Eden you can find out everything about the idea for the modern format.

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Flip founder team

Why did you decide to found Flip?

We founded Flip because there are so many people who want a different, better economy. One that does not destroy and exploit, fuel climate change and concentrate prosperity among the few, but instead solves problems. But when it comes to what you can do yourself to contribute to such an economy, many are at a loss - and have the feeling that they cannot change anything on their own. This is where we start with Flip. We research what really helps - and what only greenwashing .

What is special about Flip and how do you differ from other platforms?

We started last autumn as a newsletter magazine. You can subscribe to our bi-weekly newsletter for free on our homepage. In every issue we present a very specific idea that should contribute to a better economy. This can be an initiative, a product or a petition. We take a very close look at these ideas, talk to the makers, but also to independent experts. In the end, our readers decide: is the idea a flip or a flop? That means: We research, really carefully and, if in doubt, for several weeks. We leave the assessment to the Flip community. This mixture of investigative, solution-oriented and participatory journalism has not yet existed in Germany.

What exactly is "investigative journalism" and why is it so important in the area of ​​sustainability?

Investigative journalism means that you do extensive research and bring to light things that would otherwise have remained in the dark. In the area of ​​sustainability, this is important from our point of view, because many companies today give themselves a sustainable paintwork, but consumers can hardly tell: What really helps? And what is marketing?

BRAND GUIDE

How do you determine the topics for the Flip newsletter?

At the beginning we determined the topics ourselves. In the meantime, however, a lot of ideas have come from our readers. That helps us a lot. Because of course we don't get everything. And in our community there are really great, smart people who have been dealing with the topic of sustainability for much longer than we have. We also live from your competence.

What is the Flip Score all about?

We research, the community decides: That is the principle of Flip. Each idea is rated by our readers on a scale from 1 to 10. The flip score results from this evaluation. The interplay of investigative journalism and a strong community creates a new approach to measuring the quality of ideas for a better economy. In the best case, this leads to more orientation and impact. In addition, small, good ideas become big. And big bullshit is also named as such.

What can we expect from you in the future?

Our first really big research will start soon. I can't reveal much yet. Just this much: it's about sneakers. Otherwise, Flip should stand on three pillars in perspective. For us, the basis is reliable facts. That is why we do careful and critical journalism. Building on this, we want to bundle the power of consumers in a strong community. That is the second pillar. And finally, together with our users, we want to develop innovative solutions for a better economy ourselves. We don't yet know exactly what they will look like either. But that's what makes it really exciting.

Here you can register for the Flip magazine newsletter

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