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💫 AFFORDABLE SUSTAINABILITY 🌿 Try to embrace tensions, rather than picking one side. Tackling a tension is hard (and so one side usually wins out). But we thinking it’s where the best innovation can emerge. And right now there doesn’t feel like a bigger tension than: Climate Crisis vs Cost of Living The sustainable option has almost always cost more. But adoption was increasing. That was until recent global economic events. At the most critical time for a sustainability shift, the goal posts have moved and people have understandably pivoted into survival mode. It’s time for business to harness the power of this tension. A much needed strategic breakthrough: The affordable, sustainable everyday. Can you name a brand who’s pulled this off? #creativestrategy #sustainabilty #positivity

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Adrian Jarvis

Strategist | Freelance | Consultant

11mo

It is a tension that comes up a lot; that most families can not afford to buy more sustainable food. The two grocers I like are ALDI and Waitrose. They both have very strong sustainability commitments. ALDI with its focused range and direct relationships with local farmers. And, Waitrose's Essentials are fantastic for those who care about sourcing and want to save a few pennies. Neither are perfect, though both seem to be addressing the tension in a way that gives shoppers great value. I think that is the goal in sustainable food; good value over lowest price.

Kelly Dawson

Strategy Partner at Studio Every | Innovation & Strategic Futures

11mo

Tesco own brand refills…

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