Ep 68. KeepCup | Achieving Sustainable Behaviour Change through Purposefully Simple Design, Becoming One of Australia's First B-Corps, Balancing Global Expansion with Australian Manufacturing

Abigail Forsyth is the co-founder and managing director of the industry-leading brand KeepCup. Since launching the world’s first barista-standard reusable cup in 2009, KeepCup is now embraced by reusers all over the world, diverting millions of single-use cups each and every day. 

KeepCup is committed to better business and is certified B Corp, a 1% for the Planet member, and is committed to becoming carbon neutral by 2025. The business has offices and warehouses in Australia and the UK, and set up hub operations in the USA to service growing consumer demand in over 76 countries around the world

Mentioned in Conversation:

• How the original design of the KeepCup was purposefully simple and similar to disposable cups to remove barriers to behavior change toward sustainability

• Growth of the KeepCup business, which started as a family affair and quickly expanded to offices in the UK, US, and Australia

• The decision to keep manufacturing in Australia and the UK, while having to offshore some products due to a lack of local production

• The rise of purpose-led businesses and business for good is becoming a popular trend, especially with the emergence of Gen Z as consumers

• Challenges in staffing a fast-growing business and the power in building a structured leadership team.

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