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
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Unconventional Business was written and produced by HubSpot Australia and VidPod.
