Work

Accelerating change to decelerate consumption: customer value propositions for a sustainability start-up

Year: 2026

Type: article

Abstract: Purpose This study aims to address the significant environmental and societal challenge of overconsumption of clothing, new ways of doing business are urgently needed. While many new businesses enter the market every year, the failure rate of start-ups is significant. The consumer is key to success yet is often poorly understood by new businesses. Working with a technology start-up, this project supports the development of a customer-focused value proposition through agile collaboration focused on increasing clothing use and longevity. Design/methodology/approach The relationship was built around knowledge collaboration, generation, exchange, outcomes and impacts. Qualitative methods were engaged to generate insights to underpin a customer value proposition that supported a reduction in clothing consumption behaviour and an increase in clothing use and longevity. Findings The collaboration provided impact by supporting continued development of the customer value proposition, supporting business growth and positive environmental outcomes. Research limitations/implications Through collaboration, this research supports impact outcomes for our start-up partner. This reflected a process of knowledge collaboration, knowledge generation, knowledge exchange and research impact outcomes. Practical implications This research highlights a dynamic synergy between the technology start-up and the research team for the co-development of the technology offering and the impact on user behaviours, which was critical for success. Originality/value The academic team complemented the technological expertise of the start-up with a focus on the customer to establish and enhance the value proposition. This reduced uncertainty for the start-up and investors, substantiated the product and service offering by supporting customer growth and positive environmental outcomes.

Source: European Journal of Marketing

DOI: 10.1108/ejm-04-2024-0315

Authors: Katherine Duffy, Deirdre Shaw, Hasna Kourda

Institution: University of Glasgow

Language: English

Topic: Business Strategies and Innovation

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

Funders: University of Glasgow, Economic and Social Research Council