09/08/2024
Sustainability shouldn’t be a value crusade where a select few people feel they’re walking on some morale and ethical high ground looking down at the rest of us. Wearing labels and pins to showcase that they’re right – and hey, you are wrong. The climate parties in Europe got a beating at the elections – and fair enough. They simply haven’t been capable of telling a compelling narrative. I’m sorry to break the news, but most people aren’t looking for savior in the supermarket aisles, they’re simply there to feed their families and make pennies last.
If we want to attract – and convert more people – to sustainable products, we need to get back to basics: price, quality and convenience. Imagine, if it was harder to find a gas station than to charge your electric vehicle (Convenience)? In many categories sustainability is becoming synonymous with better quality take for example meat. That free-range cow, just tastes better! The European Energy Label works because it showcases you a more energy efficient appliance, that will save you money (Price). When Germany during Covid offered a cheap travel pass to trains, people embraced train travel (Price). The challenge is that many companies are looking to use sustainability as a driver of premium rather than thinking about how to offer the mass-market more sustainable choices at a fair price. This is where convenience works. How do you make the sustainable choice the easy one, where people don’t have to go out of their way to find that specially labelled shelf? Think about supermarkets. I don’t believe any supermarkets sustainability commitments, when I see their check-out counter packed with candy and chips. This is where you can truly bring your sustainability efforts alive and make it easy for people. Offering fresh organic fruits and veggies? A second chance shelf? Local produce?
Lastly, yes, we can change the status of products or categories from high to low status – which can be an important driver as well, but it can unfortunately also alienate people, who might not be able to afford a high status product. Take for example bicycles that are gaining traction around the world. I was just in Mexico City and so pleased to see the bicycles paths (although in the most affluent areas – a lot of work still to be done). Or take second hand clothes – or let’s call it preloved.
I’m curious to know if you have other good examples from your company – or your work where price, quality and convenience make sustainability come alive? Or change of status? What’s your take? Any inspiring narratives you have seen?
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