Why Good Intentions Aren’t Always Good Business – article also posted on Marketing Made Clear – Written by Will Green.
It sounds like a simple win: swap out harmful materials for sustainable alternatives, wrap it up in some well-intentioned branding, and let the sales (and salvation) begin. But any marketer who’s ever dipped their toes into the eco-friendly space knows that it’s not quite that straightforward. In fact, creating genuinely sustainable products is often far more complex, and expensive, than making their less ethical counterparts.
I’ve seen this up close and personal. When I was involved with Dogs Go Greener, we partnered with Dolce & Gabbana (no, not that one – a local manufacturer of compostable dog poo bags), and discovered that making eco-friendly alternatives using corn starch was significantly pricier than standard plastic. Not a little bit more expensive. A lot. And when the economy took a turn, the numbers told us something very clearly: good intentions don’t always survive bad times.
The Myth of the Green Premium
Consumers are often told that sustainable products cost more because they’re “better.” And while that’s partly true – you might be using ethically sourced ingredients, better labour practices, or biodegradable materials – the phrase “green premium” hides a harsher reality: it’s hard to make eco-friendly products profitable at scale. Especially when you’re competing against mass-produced goods that benefit from decades of refinement, economies of scale, and, let’s be blunt, less ethical practices.
Many sustainable start-ups discover this the hard way. The supply chains are newer. The materials are less abundant. The packaging is custom. The regulations stricter. You’re not just selling a product; you’re often funding the very infrastructure needed to make it possible.
When Ethics Collide with Economics
During periods of economic prosperity, many consumers are willing to spend a little more to feel good about their choices. But when belts tighten, something interesting happens: even the most ethically motivated shoppers start prioritising price over principle.
In our case, the compostable poo bags were a lovely idea. They worked. They looked good. They didn’t end up in landfill. But when cost-of-living pressures hit, customers reverted to cheaper alternatives. They weren’t heartless; they were simply being pragmatic. It’s hard to spend £3.99 on a roll of bags when a standard plastic version costs £1 and you’re staring down a heating bill that’s doubled in six months.
The Reality Gap: Performance vs. Principles
And here’s the kicker. Sometimes, eco-friendly alternatives don’t work as well. The bags were fine, mostly. But they were a bit flimsier in the rain, a bit more temperamental to seal, and a little less convenient overall. These are things people put up with in good times, but they become deal-breakers when money’s tight and expectations remain high.
This is the paradox. Consumers say they want eco-friendly products. But what they really want is eco-friendly products that cost the same (or less), work better, and come with a side order of moral superiority. When you can’t deliver all three, something gives – and it’s usually the consumer’s commitment.
What Can Marketers Do?
As marketers, we find ourselves in a bind. We want to do the right thing. We want to support sustainable brands. But we also need to be realists.
Here are a few takeaways for anyone navigating this terrain:
- Educate honestly: Be upfront about why sustainable products cost more. If a product is compostable and that process requires investment, say so. Transparency builds trust.
- Position smartly: Rather than sell guilt, sell value. Can your eco-friendly product last longer, offer better design, or appeal to a community-conscious buyer?
- Use behavioural nudges: Bundle sustainable products, offer loyalty rewards, or provide small discounts for eco-friendly refills. Sometimes psychology matters more than price.
- Innovate on convenience: If you can match (or beat) traditional alternatives on usability, you stand a better chance at survival.
Final Thought
It’s easy to champion sustainability when it fits our budgets and lifestyles. But if eco-friendly products are to thrive, consumers need to accept the trade-offs that come with them: higher prices, possible performance differences, and sometimes a little inconvenience.
Until then, marketers have a tough job. We’re not just selling products. We’re trying to sell a shift in values – one corn-based poo bag at a time.