Sustainable solutions are adopted or rejected by consumers for various reasons. Once accepted by the consumer, an innovation can still have an undesired outcome. Lise Magnier tells more about the aspects that should be taken into account to improve the chances of a successful implementation.

MAIN TAKEAWAYS

• People need to be convinced to do something for the right reasons, not because they are afraid of punishment.
• A rebound effect is when a sustainable innovation has negative results because of inappropriate use. Therefore considering the use phase of a product is of great importance.
• When the consumer is left to choose, clarify options so that he is able to consider the sustainability of the alternatives.
• To engage most people in a circular economy, the costs have to be acceptable.