It’s Too Far from Their Bed
By Fiona van Iersel
Minerva Empowerment
Marketing Sustainability and Ethics
17 January 2026

When we ask why a greener choice is not being adopted, I come back to the feeling that it is “too far from their bed”. The benefit feels distant; the extra work feels very close.

If I cannot see the reward for that extra work, I am less likely to do it. That is the practical challenge for sustainable products and services: make the benefit visible, and make the effort feel worth it.