3 ms·

One thing I learned from an executive at IKEA (not sure if it was a lecture or conference) is that "eco friendly" (use less, reduce waste, reduce impact) is not

by robjan 5y ago

One thing I learned from an executive at IKEA (not sure if it was a lecture or conference) is that "eco friendly" (use less, reduce waste, reduce impact) is not marketable. You want to demonstrate that your product is good in its own right and that it just happens to be environmentally friendly. Otherwise the risk is that you are chasing the intersection of two niches.

VadimPR 5y ago
When was this? Sustainability is all the hype in 2021. Big brands are now rushing to be sustainable or they're seen as falling behind.
- robjan 5y ago
  A lot of the sustainability hype this year is about how continuing doing what you are already doing is now less impactful to the environment. i.e "continue to drink Coca-Cola since we now use 50% recycled plastic bottle" vs. "drink our new Cola brand which only uses organic ingredients". The former appeals to the existing mass market whereas the latter appeals to the niche "willing to pay a bit more to feel like I am protecting the environment" sector.
  - c1sc0 5y ago
    We’re in the “please use less of our product because it is better” sector. Long-term our goal is actually to REDUCE the use of magnesium carbonate powder in the climbing community.
  - shard 5y ago
    > A lot of the sustainability hype this year is about how continuing doing what you are already doing is now less impactful to the environment I completely agree. A blatant example is the smartphone market. Sure, not including chargers and headphones will reduce waste, and going 100% sustainable energy is good, but if they were serious about sustainability, they would make their products have more longevity, be more user-repairable, and stop marketing them like fashion items/Veblen goods so people don't feel the need to upgrade every year.
c1sc0 5y ago
Respectfully disagree. We have a small but growing fanbase of extremely happy users BECAUSE of our "green" products. Particularly being part of 1%FTP & planting one tree per product sold creates massive loyalty.

by robjan 5y ago

VadimPR 5y ago

When was this? Sustainability is all the hype in 2021. Big brands are now rushing to be sustainable or they're seen as falling behind.

robjan 5y ago
A lot of the sustainability hype this year is about how continuing doing what you are already doing is now less impactful to the environment. i.e "continue to drink Coca-Cola since we now use 50% recycled plastic bottle" vs. "drink our new Cola brand which only uses organic ingredients". The former appeals to the existing mass market whereas the latter appeals to the niche "willing to pay a bit more to feel like I am protecting the environment" sector.
- c1sc0 5y ago
  We’re in the “please use less of our product because it is better” sector. Long-term our goal is actually to REDUCE the use of magnesium carbonate powder in the climbing community.
- shard 5y ago
  > A lot of the sustainability hype this year is about how continuing doing what you are already doing is now less impactful to the environment I completely agree. A blatant example is the smartphone market. Sure, not including chargers and headphones will reduce waste, and going 100% sustainable energy is good, but if they were serious about sustainability, they would make their products have more longevity, be more user-repairable, and stop marketing them like fashion items/Veblen goods so people don't feel the need to upgrade every year.

c1sc0 5y ago

Respectfully disagree. We have a small but growing fanbase of extremely happy users BECAUSE of our "green" products. Particularly being part of 1%FTP & planting one tree per product sold creates massive loyalty.