We are not just reducing impact; we are on
a mission to redefine the way the world consumes.
We create impact-driven FMCG products, setting new standards for resource efficiency, innovation, and sustainability.​ Among our customers are Norway's leading FMCG stakeholders, NorgesGruppen, Coop, and REMA 1000 - covering 98% of the Norwegian FMCG sector. ​
Extended
resources
We believe in multidisciplinary approaches, and that academia, non-profits and businesses have to work collectively to meet the vital climate goals.
We work with selected NGOs, researchers, service designers, and leading impact investors to develop our products further.
Core team
Alexander Bakke, founder
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Drawing inspiration from Doughnut Economics and the Cradle to Cradle philosophy, Alex entered the FMCG sector with a strong vision to craft exceptional consumer products with the smallest possible footprint.
Jøril Johnsen, Chair
Former Head of Sustainability at IKEA Norway, Jøril now leads Major Donors at Amnesty International Norway, bringing expertise in strategy and sustainability management.
Anne Mari Hoff, board
With more than 20 years of experience from Orkla Home & Personal Care, serving as Global Marketing Manager for Orkla Health in more than 50 markets, Anne Mari brings extensive experience from the FMCG sector.
Arild Bjørn-Larsen, partner & board
Former Marketing Director of Apple Norway and co-founder of multiple IT and marketing ventures, Arild brings extensive management experience and a deep passion for impact-driven business.
Pål Wibe, investor & advisory board
Former CEO of XXL and Europris, and current Chairman of Posten Bring, Pål brings extensive expertise in retail management and executive leadership.
Bent-Håkon Lauritzen, partner & CFO
Previous CEO of the Norli Group, Bent-Håkon brings extensive experience in retail, accounting, and financial strategy.
Camilla Martinussen, advisory board
Former Project Manager at Orkla and Partner at Eidra (ARC Inc.), Camilla brings extensive experience in brand positioning, FMCG, and business management.
Ellen Stenslie, advisory board
Dr. Cand. Ellen Stenslie brings more than 20 years of experience with both practice and research on regenerative and alternative business models, green entrepreneurship, and progressive sustainability practices.
Dronning Eufemias gt 16
0191 Oslo
Norway
Norwegian Company Registry
934 359 232​​
® 2026 Future Waves AS. All rights reserved.
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