Inspiring the world to reduce and reuse with Abigail Forsyth of KeepCup

In this episode, Fiona chats with Abigail Forsyth, co-founder of KeepCup, about the journey from running cafes to creating an iconic sustainable brand. They also discuss aligning business practices with personal and brand values. Tune in!

You'll Learn How To:

• Challenges in creating and marketing a new product in the pre-social media era.
• The role of sustainability and education in KeepCup’s growth.
• The impact of major events like the "War on Waste" 
• The importance of trade shows
• Advice on dealing with setbacks and scaling a business.
• The significance of aligning internal values with external messaging.
• The evolution of consumer behaviour and the rise of customisation.
• The initial challenges and successes of pitching KeepCup
• Transitioning from a product business to sustainability advocacy.
• The importance of maintaining authenticity and sincerity in branding.
• The importance of value alignment in business decisions and brand loyalty.

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