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Shifting Culture, Selling Product

Getting someone to buy a new alternative product that is healthier for them or better for the planet seems like a no-brainer. It should be easy, right? People should flock, shouldn’t they? Then why don’t they always?

Why can’t Toyota get everyone to drive a Prius? Why don’t more people take mass transit? Why don’t I drink more water?

Without being overly hyperbolic, it’s because we’re addicted to comfort and routine.

In our SmartLiving study we found that when a consumer decides to replace a conventional trusted product with a new alternative product, it is a much bigger deal than when a consumer shifts between brands. This shift is more seismic…MORE

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