Why Green Businesses Must Bridge the Gap Between Values and Value

Despite the growing environmental awareness, sustainable entrepreneurs still face the ongoing challenge of “convincing” their customers of the added value of their products. The answer lies in a combination of factors: misconceptions, a lack of clear information, and a market still unfamiliar with what truly defines a “green” business. The stories from the The Switchers community show that being sustainable demands more than good intentions — it requires persistence, clarity, and transparent communication. 

According to the Sustainability Sector Index 2025 by Kantar, many consumers continue to believe that sustainable products are always more expensive, less effective, or only concern the environment, ignoring the social and economic dimensions of sustainability. These perceptions create resistance and demand that sustainable businesses take on the role of educators. This is a reality echoed by entrepreneurs in the The Switchers network.

He stresses the need to explain the long-term benefits, such as resource savings and regulatory compliance, to overcome customers’ initial resistance.

Ahmed Hussein, founder of Wonder Box in Egypt, adds:

“The discussion with the customer starts when they see two similar products, but don’t recognise the difference in materials and processes.”

He produces wooden kitchenware finished with natural oils and waxes — a safer alternative to chemical finishes. However, this often means needing to justify the price difference, particularly when a wooden cutting board can cost up to ten times more than a plastic one. 

Handmade, Local, and Purposeful: When Value Needs to Be Explained 

The demand for handmade and sustainable products is on the rise. In Europe, the crafts market generated over USD 182 billion in 2023 as mentioned Grand View Research, and continues to grow, driven by consumers seeking authenticity, lower environmental impact, and stronger cultural connections with their purchases. 

Even with this demand, explaining the added value remains essential. Álvaro Merle, founder of AnimalDeLux, in Spain, shares: “It’s complicated to explain to consumers that our prices reflect the product’s added value.” His pet accessory brand uses upcycled materials and local production. Communicating with customers involves channels like Etsy, social media, and collaborative platforms like Precious Plastic. Álvaro highlights that reaching the right audience requires time, testing, and clear messaging about the sustainable difference. 

Intention vs. Action: The Conscious Consumer Gap 

At a European level, the data show that awareness is real: two-thirds of EU consumers recognise that their consumption habits negatively impact the environment and see changing those habits as an important solution, reported European Parliament. In practice, however, this intention is often hindered by limited access to information, consumer scepticism (fearing greenwashing), and superficial price comparisons. 

Ghalia Damak, founder of CompoRoll (Tunisia), a business promoting household composting, identifies another key obstacle: social resistance. “Sometimes I feel the challenges are scaling faster than the business,” she says, referring to cultural reluctance and the difficulty of adopting new ecological habits. Her work in Tunisian schools brings composting workshops to children and local communities, proving that education is essential for lasting cultural change. 

Education, Policy, and Community: Supporting the Green Transition

All the entrepreneurs interviewed agree: education is essential, but it’s also a lonely road.

“Getting the customer involved in the care of the product is a way of building connection,” explains Ahmed Hussein.

At Wonder Box, customers are taught how to maintain wooden items by reapplying oil — a practice that extends product life and deepens the customer’s understanding of its value. 

More robust public policies, tax incentives, and technical education in universities are recurring demands. Ahmed, for instance, works with design students at private Egyptian universities to create sustainable prototypes. His hope is for this type of education to also reach the public sector, expanding access and embedding a culture of sustainability from early professional training. 

Businesses like CompoRoll also show that creating community is a powerful strategy. By turning schools into hands-on learning hubs, Ghalia promotes not only sales, but a cultural shift involving children, families, and educators. 

A New Conversation with Consumers 

Selling a green product is not just a transaction — it’s a conversation. And this conversation must be transparent, educational, and empathetic. Consumers are more open than ever to rethinking their habits, but they still need guidance. Sustainable businesses, as demonstrated by the members of The Switchers, don’t just sell products: they sell stories, knowledge, and purpose. The challenge, therefore, is not only to convince — it is to build understanding, nurture trust, and reshape the relationship between producer and consumer.