"The problem isn't that you don't care about sustainability. It's that these products are designed as if caring should be enough. The gap that kills sustainable products is not about values, but about friction."
"Products fail when they ask people to care more. They succeed when they ask people to do less. The difference seems subtle but it's not. Caring is an intention. Using is a behavior."
"Between intention and behavior sits everything that makes us human: cognitive load, time pressure, habits, trade-offs, the path of least resistance."
Sustainable products often fail due to excessive friction in their use, despite consumers' intentions to care for the environment. Research shows that products succeed when they simplify user behavior rather than demanding more from consumers. The gap between caring and using is influenced by cognitive load, time pressure, and habits. Businesses must recognize that consumers are more likely to adopt sustainable practices when the products are easy to use and integrate into their daily lives.
Read at Fast Company
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