Einhorn is a pioneer of what is known in Germany as "New Work": a re-imagining of the often hierarchical structures of the business world to make things more humane for workers. When Markus Wörner started at Einhorn, which is German for Unicorn, he joined as "Head of Orgasmic Marketing," an important position at a company that marks itself out from its giant competitors like Durex through colourful branding based on crisp packets as well as championing a more ethical and sustainable product. Outdoor-wear company Patagonia made headlines last September when they announced that "the Earth is our only shareholder" and they would dedicate all of the company’s profits to fighting climate change