Rört won a prize for growth – but what is the price of growth?
This year’s Gazelle award, which traditionally pays tribute to Danish companies with significant growth and is one of Denmark’s most popular annual business awards, has received a different reception from the company Rört. Although Rört was initially proud of the recognition, they chose to take a critical look at the award and its symbolism. The result was a decision to “slaughter their own Gazelle” and focus on sustainability and human values.
Rört was contacted with the news that they were among the 0.9% of Danish companies that can call themselves “Gazelle” this year. The rating is based on a growth of at least 100% over the past four years – an impressive criterion. But it quickly became clear to Rört that they could not accept the prize without asking questions.
“What is the price of growth?”
According to Rört, the Gazelle award ignores fundamental questions: How is growth created and what effect does it have on the climate and human life? The award can go to companies that sell products created in sweatshops, promote harmful software or use resources without consideration for the environment.
“Gazelle is not about climate or human well-being – only about pure growth,” says Jeppe Skovgaaard, Rört’s founder and CEO. “In an age where stress and performance culture dominate, it is absurd to celebrate a success that does not look at the internal or external consequences.”
A critical reflection on business and performance culture
Rört was founded by two CBS students who shifted their careers to open a movement and meditation studio seven years ago. Björn Behn, Rört’s co-founder and COO: “Our focus was on well-being and creating a positive impact from the beginning. Growth has never been a strategic goal for us, as we believe it can easily become a distraction or even an obstacle to doing meaningful work. It appears that growth can nevertheless be the result of meaningful work, but it is time to challenge the dominant narrative of business success.”
Challenging traditional ideals
“Success must not only be measured in economic growth, but also in how we look after people and the planet,” explains Jeppe. Instead of paying DKK 10,000 for a Gazelle statue and champagne at the award ceremony, Rört decided to use the money to create their Degrowth Award. The ceremony will take place in May 2025 in their studio in Copenhagen. With this initiative, Rört hopes to start a debate about growth, its consequences and how companies can contribute positively to both the climate and society in the future.