I must admit that I like new things. I like change too. But what I really like is new things that change things for the better. So I was quite intrigued when I read an article about new ways to look at sustainable product and service creation.
To summarize the article suggested that “We need more than sustainable versions of everyday products. We need new products and services based on behaviour change.”
The article also suggested that “freeing people from the need for energy is one of the most probable future businesses.”
The authors then introduce a business strategy called the Peleton Strategy. Like cyclists in a race who ride in a group to conserve their energy the authors suggest that people operate in consumer groups to conserve energy..or create new groups of consumer behaviour that benefit the individual consumer, the new group and limit energy use thereby limiting the use of our natural resources and creating less emissions.
They use the example of Yellowtail wine to explain how the company decided to change consumer behaviour by targeting non-wine drinkers; their goal..get these people to drink wine.
“In a famous example Yellow Tail wine (launched in 2001, became the most popular wine imported to the United States and accounts for nearly half of all Australian wine purchased) was aimed at non-wine drinkers. Yellow Tail aimed to change the behaviour of non-wine drinkers.”
They then discuss how to apply the same thinking to car drivers. Essentially, how do we get car drivers to drive less or switch their behaviour to a less emission intense form of transportation? Then how do we do the same thing across other industries?
“Similarly we should not ask how we can make our current products greener and therefore attract ecologically motivated consumers. Instead, we should be thinking of ways to replace the most resource-heavy forms of consumption.”
If this interests you I would suggest reading the entire article. If not , you can just wait for me to figure it out for you…but you might be waiting a long time.
Here is the link to the article.