Our longest collaboration
Maxine and Nina started working for OLX when they were still consultants at Rebel. Six years later, OLX Group is still with us. Client Ana: "I'll keep you on retainer forever."
3 projects, in order
Each one grew out of the last. This is what a long engagement actually looks like.
GHG accounting & Data crunching
We started with OLX's sustainability reporting to parent company Prosus: annual greenhouse gas accounting (following the GHG Protocol), EU Taxonomy alignment, and their first impact report. Because OLX operates across many markets each with their own data systems, this involved as much stakeholder engagement as data-crunching. We collaborated with Rebel Group, who handled the impact calculations while we took on the creative side: turning the numbers into stories worth telling.
Impact Report!Circular Economy platform
Most people choose secondhand for financial reasons. OLX wanted to change that. We were given a creative brief: increase the popularity of the reloved movement and establish OLX as a thought leader in the circular economy. We built Rethink Things — a platform with stories, mini-documentaries, newsletters and photo reports that make reuse look as good as it actually is. Check it out: www.rethinkthings.com
Rethink Things platform!ESG strategy for an AI-native world
As OLX evolved into an AI-native business, their ESG strategy needed to catch up. Maxine and Marijn worked closely with the OLX ESG team to build a new strategy around three pillars: AI that genuinely works for users, transparency and accountability, and using OLX's reach for environmental good — starting with the circular economy and EV transition. The process included workshops in Poznań, Lisbon, and Bucharest to make sure the strategy landed across the whole organisation, not just in the boardroom.
These girls are super knowledgeable, innovative and hands-on. They bring in technical knowledge in a very positive way. But they don't just talk, they make sure good ideas get implemented: they get things done. They're flexible and always strive for the best end result.
How it actually went
Written by the person who did the work, not by marketing.
OLX runs the world's largest network of secondhand marketplaces — 56 million monthly active users across dozens of countries, with genuine reach and genuine ambition to use it for good. Since 2024, New Alchemists has been on retainer, with Nina, Maxine, and Marijn all playing a role at different points. The work has ranged from greenhouse gas accounting and EU Taxonomy to building a thought leadership platform on the circular economy and a full ESG strategy revamp. It's one of our most varied and long-lasting collaborations.
Other long-running relationships
Bugaboo acquired Joolz, and inherited Maxine along the way. She's now helping them prepare for B Corp under the new 2025 standards, and migrating LCA data from her Joolz days to measure the product footprint across 40+ strollers and accessories.
De Bonte Koe has always had sustainability in their minds, but B Corp certification kept getting pushed aside. When their pistachio bar went viral and the team hit full capacity, we stepped in to get them over the finish line.
Bol wanted to reduce unnecessary packaging and get ahead of the EU's PPWR regulation. We joined their internal team three days a week to tackle NoPack, set CO₂ reduction targets, and prepare for what's coming.