Session Description:
Every brand with serious sustainability ambitions is wrestling with the same frustrating reality: consumers say they want to make better choices, but their carts tell a different story. The intention-action gap is costing sustainability-driven brands customers, momentum, and market share – and most solutions have focused on messaging and marketing rather than the underlying behavioral barriers.
Grove Collaborative took a different approach. In partnership with the Oceanic Preservation Society (OPS) and the team behind The Plastic Detox – the Netflix documentary following six families through dramatic home interventions to reduce their chemical body burden – Grove launched The Unplastic Shop, a curated collection of approximately 500 vetted, high-performance products meeting rigorous standards developed with OPS. No greenwashing. No "BPA-free" loopholes. A trusted destination that meets consumers exactly where awareness becomes intent.
Consumers need clear, frictionless paths to action and that is exactly what The Unplastic Shop provides – and the purchase data proves it works!
This session will unpack the model: how Grove paired the emotional trigger of The Plastic Detox film with a curated, trusted path to purchase, and turned one of the most complex consumer health conversations of our time into measurable behavior change. Grove isn't theorizing about what could work – it is sharing what already has.