Stop selling sustainability

Sauli Böhm

In this simple, ground-shifting talk, Sauli offers us a masterclass in entrepreneurship in the age of sustainability. He approaches the food waste problem from the perspective of an entrepreneur. His approach is simple, and perhaps counterintuitive: if you want to help people to act more sustainably, stop selling sustainability. The game-changing insight is that all things being equal, most people will go for the convenient option that offers instant gratification before they consider anything else. So, to get people to act more sustainably, you have no choice but to make the sustainable action more convenient, more cost-effective, and less time-consuming than any other alternative.

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Sauli is the CEO of ResQ Club, a Finnish food startup whose aspiration, amongst others, is zero food waste globally.