A Million Cups a Minute: How KeepCup Sparked a Reuse Revolution & Challenged Consumer Behaviour with Abigail Forsyth

With millions of disposable cups being discarded around the world every minute, Abigail Forsyth OAM, the innovative co-founder of KeepCup, had a simple idea. What if there was an alternative to single-use options? Born out of a desire for sustainability, this iconic Australian brand has revolutionised the way we think about eco-friendly products. As a trailblazer in the sustainability space, Abigail discusses the changing landscape of consumer attitudes towards reusables and the challenges and triumphs of creating a whole new category. She shares valuable insights into the power of authentic brand messaging, fostering customer loyalty, and the importance of internal accountability in driving meaningful change. Listeners will gain valuable lessons on resilience, effective leadership, and unwavering dedication to a vision, even when the road to success isn't paved with immediate financial gains. Key Episode Moments: KeepCup’s origin story - what first sparked the idea Abigail's transition from running cafes to founding a sustainable business Developing a prototype and pitching to businesses Winning KeepCup’s first ever contract Market acceptance and the role of early adopters in promoting reusable cups Influencing consumer behaviour and starting a movement Navigating the pandemic with KeepCup's digital pivot, adapting to changing market dynamics Ongoing product innovation Expanding KeepCup into other countries - market entry strategies and experiences in international markets Maintaining brand integrity and market relevance amid increasing competition in the reusable cup space Staying true to the brand’s vision and building a genuine for-purpose business Want more? If you enjoyed this conversation, make sure you hit follow and

You can listen to A Million Cups a Minute: How KeepCup Sparked a Reuse Revolution & Challenged Consumer Behaviour with Abigail Forsyth online on Radio and Podcast. Open the player on this page to stream the available audio.

A Million Cups a Minute: How KeepCup Sparked a Reuse Revolution & Challenged Consumer Behaviour with Abigail Forsyth is an episode from Unconventional Business by Mia MacKinnon.

This episode is 33:44 long.

This episode was published on Jul 22, 2024.

Yes. Use the heart button on the episode page to add it to your favorite episodes list.

Yes. This page shows related episodes from Unconventional Business when more episodes are available from the podcast feed.