Prepare yourself for another engaging episode of the Sustainable Futures Podcast, hosted by Jonathan Hall and joined by Ryan McSorley, Co-Founder of NEAT, a renowned sustainable home care brand.
During the episode, Jonathan and Ryan explore the establishment of a successful 'born-good' brand, emphasizing the integration of sustainability into the core brand proposition. They discuss the challenges faced by startups in the consumer goods industry, especially when competing against established brands.
The episode showcases NEAT's audacious endeavour to challenge prevailing norms in the cleaning product industry. NEAT recognized that 90% of most cleaning products consist of water, resulting in excessive bulk and carbon emissions during transportation. They embarked on a remarkable journey, developing a concentrated formula packaged in reusable aluminium spray bottles. This empowers consumers to create their own cleaning products, significantly reducing packaging waste and minimizing their carbon footprint.
NEAT's status as a small, agile challenger brand allows them to take calculated risks and offer simple, sustainable solutions that resonate with discerning consumers. The podcast highlights NEAT's understanding of consumer behaviour and preferences, focusing on making sustainable choices accessible and rewarding.
Notes
Sustainable Futures is the sustainability podcast from Kantar. In each of our episodes, we speak with senior experts from a wide variety of disciplines to bring broad understanding to complex topic areas and shine a light on the most pressing sustainability issues facing business and marketing. All designed to help marketers create sustainable futures for your brands and business.
Latest episodes are listed here, and you can listen wherever you normally get your podcasts.