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Very interesting learning about the lack of traffic surrounding the smaller "intentional" brands. My gut leans towards your first guess -- customers are more willing to trust the "intentional" statements of smaller brands. Not sure why? In many ways that is counter-intuitive, since smaller brands come and go. Maybe there is a cognitive bias or two at work here.

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Thanks for your input! I hadn't considered the transient nature of smaller brands as a factor in this case yet.

Speaking with a few people so far, and it seems there is skepticism toward larger brands' recent "eco-claims" when these are considered in relation to the decades of inaction from these same brands. New brands don't have this same history that they need to overcome. Perhaps a negative side of the legacy bias.

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