Sustainability consumers and the S curve of innovation
Launching breakthrough innovations in the market requires taking the long view and accepting that most disruptive technologies take time to permeate and change consumer behavior, even more so in the sustainability space, where purchase behavior continues to lag stated consumer values of protecting the environment—often dubbed the “value action gap.” Because what people say and do are two different things (especially in sustainability and food), it’s easy for companies to fall into the trap of launching innovations based…