This feature is part of a larger package on sustainability. The rest of the series can be found here.
Welcome to Conversational Commerce, the podcast where we break down the biggest retail news and trends with executives, thought leaders and the Retail Dive team. You can check out all our episodes here and listen on iTunes or Stitcher.
If you ask Stu Landesberg, the sustainability profitability tradeoff is a bit of a red herring. The founder and CEO of Grove Collaborative started his digitally native business in 2014 at the intersection of two trends.
"The first is obviously offline to online and the second that consumers actually want to make good choices. Something like 70% of U.S. consumers prefer conscientious products but in many of these categories conscientious brands only have about 2% market share," he said.
The online marketplace, which sells a selection of natural home essential products ranging from high-efficiency laundry detergent to cleaning supplies, is one of several digitally native specialty brands honing in on the wellness trend. Now, companies like Brandless, Thrive Global, The Honest Company and Grove Collaborative are all aiming to bring to market more so-called better-for-you products at a more affordable price.
"The strength of this company lies in the strength of its principles," Landesberg said. "And so there's never been any sense of, 'Hey, perhaps we should compromise on sustainability because it would be more profitable.' That type of thing is antithetical to who we are. It's antithetical to why our customers trust us."
This episode of Conversational Commerce is brought to you by Klaviyo. Learn how Klaviyo helps e-commerce marketers grow their businesses through data-driven campaigns here. Klaviyo has no influence over Retail Dive's coverage, and content does not reflect the views or opinions of Klaviyo or its employees.
- Circular Economy