Focus : Sustainability monetisation
How to extract natural value from a sustainable offering ?
Sustainable products and services remain scarce, despite growing expectations from consumers, authorities, investors, and even some companies. ‘Too expensive for customers and not profitable enough for companies.’ Certain sceptics are predicting a bleak future for these offerings. However, overcoming these obstacles merely requires the implementation of an appropriate monetisation strategy. It is fundamentally a matter of striking the right balance between supply and demand.
The stakes are high: without an adequate monetisation of sustainability, companies will never seriously promote sustainable products and services in their offerings. Without a suitable and tailor-made offer that meets their expectations, consumers will not purchase these products. As a result, sustainable products and services will never become the new norm.
We will begin by analysing the discrepancy between the enthusiasm expressed by various stakeholders and the actual sales performance of sustainable products and services. We will then delve into the obstacles encountered by both consumers and businesses, while also addressing additional challenges that exacerbate the complexity of the situation. Finally, we will propose a comprehensive framework, outlining concrete levers that companies can leverage to enhance the monetisation of sustainability.
Florin Istrate is Partner at Circle Strategy.
Articles similaires
