To launch more sustainable products, we need to focus on this golden combination.
You can start with one driver and work your way up to the other one. Tesla went all-in on reputation and took a vanity-first approach to steer the buying decision away from a purely utilitarian one. Gradually, they’ve added more convenience options, from a supercharger network to auto-pilot.
Many successful products with a focus on sustainability often start with this reputation driver versus the convenience driver. Patagonia or even Dopper are both brands that understood this very well. Their brand image and story is essential for these companies to thrive.
The biggest challenge for brands that want to join the Circular Economy is linked to convenience.
Taking care of the environment often involves extra friction. When Amazon Prime begins to deliver straight to your fridge, we will need to think of brands that will do the same, but for waste management and recycling. We need companies that enter our homes, sort and take out our trash for us, services to outsource our groceries, and fully maintain all housekeeping duties.