Gallery: 13 Things We Learned from Some of the World’s Smartest People ...

 
So we learned that most people don't want to pay more for greener products and they also aren't willing to sacrifice efficacy, but is there any way to influence consumers to pay a premium for sustainability? It seems that one workaround is to make products cool. But how do we do that? Tony Fadell, the inventor of the iPod (a.k.a. the Podfather) knows a thing or two about the subject. He shared how his new venture, the Nest, has turned something unbelievably uncool - a thermostat - into a really desirable item. He shared that people love the Nest so much that there is even a gifting economy around them with people giving them to friends and loved ones. will.i.am, another man who is fluent in the language of cool explained that he felt "the style and design that they put for the green stuff -- it ain't cool." He created his consulting company, Ekocycle, to partner with brands like Levi's, Beats by Dre, Adidas, and the NBA to make and market eco-conscious products that people will actually want to buy.

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1 Comment

  1. Tafline Laylin May 9, 2013 at 8:27 am

    Wow, this is really fascinating. Thanks Yuka!

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