The assumption seems simple: if you're passionate about sustainability, you'll undoubtedly buy green products. Right???
But, as I recently discovered, it's not quite that straightforward.
The Allure of Early Adoption
Like many eco-conscious people, I've had my fair share of wanting to support green innovations. These products often promise to revolutionise the market, but my journey with a sustainable toothbrush revealed a more complex story.
A Brush with Curiosity
Scrolling through Facebook, I noticed a wave of ads for sustainable personal care items. One particular toothbrush, advertised as repairable and eco-friendly, caught my eye. I was intrigued by its circular design and innovative features; it seemed like a product worth embracing.
I was hooked, so I clicked, browsed, and adored the product. Yet, I still didn't click 'Buy.'
More ads appeared, addressing practical issues that resonated with my living situation—cord clutter and the unhygienic charge point of regular electric toothbrushes. As a parent, these details grew important, imagining my curious toddler exploring these "interesting" places.
Intrigued, I researched further, even signed up for a discount and joined the mailing list, but still hesitated to commit.
The Unexpected Roadblocks
Several factors weighed into my decision-making:
Old Habits Die Hard: I've always cherished the manual brushing ritual—it's meditative as a routine and always earned praise from my dentist. Switching to electric felt like compromising a daily tradition and simple joy for an untested alternative.
Fear of the Unknown: I worried about introducing a change my husband might not appreciate. He wasn't enthusiastic about subscribing to specific brush heads, limiting our options.
Learning from Another's Leap
So.... I was happily surprised to find a relative of mine actually bought the toothbrush and we had a great conversation about what made him make the buy. He faced a whole different situation:
A Need Arises: His electric toothbrush gave out, opening the door for alternatives.
Active Searching: He proactively explored better options, discovering features that appealed to him—the repairability, minimal noise, and promise of a superior clean effortlessly caught his attention.
His decision felt justified and timely. Despite the increased upfront cost, he saw value in the product’s features. However, his decision was need-based—he wouldn’t have replaced a functioning product. In his view, replacing a working item just for sustainability’s sake felt wasteful, emphasising the importance of timing and relevance... even when a consumer is eco-conscious and has a track record of being willing to spend on sustainability.
A Turnaround Moment
Interestingly, my husband recently suggested getting an electric toothbrush for Christmas. This prompted a decision to leap forward—not just for me, but to replace his as well. It was a lighthearted moment that turned contemplation into action, highlighting how circumstances can shape choices.
What About You?
Have you had hesitations in deciding on buying sustainable products?
What's the biggest dealbreaker for you when considering a sustainable product?
Price is too high
Inconvenient to switch from current product
Dependence on subscriptions or proprietary accessories
Lack of immediate necessity
Reflections on Sustainability in Business
Eco-consciousness alone doesn't ensure a sale. Understanding the customer's needs and desires is crucial. Timing, alongside addressing concerns about replacement-induced waste, plays a vital role. Simply put, a sustainable product does not guarantee business success.
Without thinking through how the sales will be made, then business transformation towards sustainability is a risky endeavour no matter how good the product is.
Sustainability isn't just a selling point—it's a layered journey involving consumer experiences and practical considerations.
Leveraging the Circular Business Blueprint
Ensuring a balance between passion for sustainability and financial profitability is crucial to ensuring a successful business transformation. Yet, there are not many tools out there that pair the two.
The Circular Business Blueprint is a free 6-step methodology to help you and your team thinking through a profitable business transformation into sustainability.
Explore the methodology HERE.
Views in this article are that of the authors and do not explicitly represent official positions of Circular Business Association.
Circular Business Association (CBASS) is an ecosystem builder that aims to rapidly replace out all unsustainable, linear products in the next 6-7 years with sustainable circular products to solve the climate and create a liveable world. We believe that no organisation can achieve sustainability on their own and thus we answer the ‘Who’ that needs to be assembled to get climate and sustainability commitments done.
All images obatained as free resource from Wix.