Companies need to make it easy to be good
Whilst many people are becoming interested in sustainability, the majority are not willing to make sacrifices for it. Therefore, if we want people to make better choices, then companies need to make it easy for them.
Sustainability is a hot topic. Even if you aren’t an environmental geek, things like the Extinction Rebellion protests or David Attenborough’s Blue Planet will have made you take notice. I think most people would now agree that some change needs to happen. But are people actually changing their actions?
A 2019 Harvard Business Review study claimed that “65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so”. That means that 60% of all the people that are interested in sustainability are not taking any action. That’s huge.
Why is this? Well, the sustainable option isn’t often as cheap, convenient, or as good a quality. Some people are willing to make sacrifices in these areas for the sake of sustainability, but many aren’t. Rightly or wrongly, it just isn’t the most important thing in their lives, so they aren’t making the extra effort.
That’s why, as a company, I believe we need to make it easy to be good. It's just not enough to be the most sustainable option. We need to make sure the product is as good quality as its competitors. We need to make sure we can offer our product to the customer where and when they want it. We also can’t expect people to pay a premium for a sustainable product.
This is what we are focusing on at BrewBix. Our sustainability credentials are strong, but the product needs to be high quality and it needs to be easy to buy. That's why we've worked hard to make sure the Bix are healthy and tasty for your dog, and they come in letterbox-friendly boxes on subscription. What could be easier than that?!
Let me know your thoughts in the comments below.