Stop telling us to be sustainable. Just make it effortless.

Hands up if you’re tired of being told to ‘be more sustainable’? I don’t know about you, but to me, it feels like it’s coming from everywhere -  brands, governments, documentaries, even well-meaning friends and relatives. Save the planet, make better choices, don’t buy from them, don’t use that. I know it’s well-intentioned (most of it, anyway!). But is it actually working?

For years, the prevailing wisdom has been that education was the silver bullet. Tell us why protecting the environment is important, show us the scary graphs and videos, and we’ll change our ways.

But that logic has a fundamental flaw. We’re absolutely drowning in ‘sustainability’ messaging, to the point where it’s just a background noise. More importantly, we're massively underestimating the power of something far more influential than another lecture: friction. Also, most of us just don’t like being told what to do (especially as adults!).

The resistance is real 

Maybe it's just me, but the moment someone tells me I should do something, a little rebellious part of my brain kicks in. Obviously this doesn’t apply to my PT who I obey at all costs, but everything else outside the gym? Even if it’s for a good cause, I resist.

This isn't about being deliberately awkward; it’s about autonomy. And it highlights why simply telling people to adopt a certain behaviour - especially complex ones like resale, repair, or intricate recycling methods - often falls flat. We’re not just rational beings processing information; we’re emotional, habitual creatures who value ease and autonomy.

The shocking truth about our wardrobes: insights from relentless questioning

Out of pure curiosity - okay, maybe an irritating (to others) obsession - I’ve spent months asking everyone I encounter - friends, family, strangers in queues, people from all walks of life and with hugely varying views on environmentalism - a simple question: "What do you actually do with clothes you don't wear anymore?"

The results genuinely take me by surprise. While many aspire to resell or donate, the number of people, across all demographics, who ultimately just throw items in the bin is far higher than I ever imagined. Way higher. Not necessarily because they don't care, but because the alternatives are just too much hassle and effort.

The 'intention-action gap'

There’s a name for this disconnect between our values and our behaviour: the intention-action gap. It’s that space where we want to do the right thing (like keep clothes in circulation), but the practical steps involved feel too burdensome, confusing, or time-consuming, so we default to the easiest option (the bin). 

My favourite example of this gap is the classic story about the Sony Walkman (hello GenXers, I see you!). When they were developing the iconic yellow Sports Walkman, they held a focus group for feedback. They absolutely loved the vibrant yellow colour, praising its boldness and style. And as a thank you for participating, the group was allowed to take a Walkman on their way out - a choice between the new yellow one and the classic original black. Every single person took a black one. People said the yellow was amazing, but when it came to an action, they chose black. 

It’s a perfect illustration of how our opinions and intentions don’t translate into real-world action or behaviour. People say they'll resell that top, donate those jeans, or meticulously sort their recycling. But when faced with the effort (friction) involved - not to mention the time, number of choices, confusion - most default to the path of least resistance. My very informal research points to the key culprit - hassle.

Friction: the real enemy of circularity

If you look at the effort that goes into these circularity steps:

• Resale: item details, photos, descriptions, pricing, listing, conversations / questions, packing, shipping… friction, friction, friction
• Repair: finding someone trustworthy, getting quotes, drop-off/pick-up… more friction.
• Recycling: confusing rules, finding specific bins or collection points… yep, you guessed it, friction city

The solution? Make the better choice the easiest choice

So, what does work? Obsessing over removing friction through brilliant design and technology.

The goal must be to make engaging in circular activities not just possible, but so effortless, seamless, and enjoyable that it becomes second nature, not a hassle.

Imagine:

• Your purchases automatically landing in a smart digital wardrobe, details pre-filled
• Reselling with one tap, integrating smoothly with resale platforms
• Finding verified local repair options linked directly to your item's digital ID
• Getting clear, simple, location-aware advice on the best end-of-life option

This isn't a dream; it's the power of user-centric tech. Redesign the system so the path of least resistance is the circular path.

Learning from behaviour change masters: The 'Strava for fashion' mentality

Look where tech has shifted behaviour: Strava made exercise tracking easy and social. Contactless payments made paying faster. Food waste apps made sharing simple.

The pattern? Ease, integration, engagement. They removed friction. We need that ‘Strava for fashion’ mentality to make circularity intuitive and rewarding, not feel like homework.

Empowerment through ease

We need to respect people's time and autonomy. Stop the lectures. Start building brilliantly simple tools. And remove friction. 

That will make circularity easier, but it will also make it the path people naturally choose.

And that’s how real, lasting change happens. By making better the easiest option.

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Interested in technology designed to make circular actions effortless for your customers? Drop me a line and let's explore what's possible.

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