Demystifying the 'Case for Circularity' #2 - “Customers aren’t that interested in sustainability ”

📈 80% of Bold Bean Co | B Corp™ Tesco sales are completely new to the category - https://lnkd.in/ecNi_c_3

Not cannibalised. Not switched. New money flowing into beans.

🛒 Growing Tesco listings from 250 to 500 stores in under a year.
📺 Gaining free earned media across multiple platforms.
📣 Having buyers advocate internally for cross-category promotional space.

And they've done it by putting sustainability and circularity at the heart of their offer – Beans that taste incredible, cookbooks that make cooking beans a breeze, marketing which highlights the benefits of beans for consumers and the planet, and a brand that makes pulses feel premium.

We often hear the statement that "customers aren't interested in sustainability," what they usually mean is: "I haven't figured out how to make it interesting yet."

The businesses winning with sustainable models share two things:
🥇 They build brand equity first – sustainability is the substance, not the sales pitch.
🥇 They spot opportunities others miss by refusing to accept "that's just the way it is"

Bold Bean Co is the second example in Trail's 'Demystifying the Case for Circularity' series. We're showcasing businesses that aren't waiting for permission to do things differently.

Most companies see the hurdles to circular business models and stay stuck. Circularity gains traction through increments - these brands are already already moving and learning as they grow.

If your team wants to build the capabilities to think like this – to spot the opportunities, not just the obstacles – please reach out -