Uploaded March 2025 | Updated September 2026, 5 days ago
Why do sustainable products often fail? Consumer behavior expert Lauren Taylor believes it’s because they don’t meet people’s core needs (looking at you, paper straws). Offering a blueprint for creating planet-friendly options that are both functional and desirable, she explains how businesses can drive sustainability without asking customers to compromise.
About the TED Institute: We know that innovative ideas and fresh approaches to challenging problems can be discovered inside visionary companies around the world. The TED Institute helps surface and share these insights. Every year, TED works with a group of select companies and foundations to identify internal ideators, inventors, connectors, and creators. Drawing on the same rigorous regimen that has prepared speakers for the TED main stage, TED Institute works closely with each partner, overseeing curation and providing intensive one-on-one talk development to sharpen and fine tune ideas.
Learn more at ted.com/ted-institute
Follow TED Institute on Twitter @TEDPartners
Subscribe to our channel: youtube.com/user/TEDInstitute
Why do sustainable products often fail? Consumer behavior expert Lauren Taylor believes it’s because they don’t meet people’s core needs (looking at you, paper straws). Offering a blueprint for creating planet-friendly options that are both functional and desirable, she explains how businesses can drive sustainability without asking customers to compromise.
About the TED Institute: We know that innovative ideas and fresh approaches to challenging problems can be discovered inside visionary companies around the world. The TED Institute helps surface and share these insights. Every year, TED works with a group of select companies and foundations to identify internal ideators, inventors, connectors, and creators. Drawing on the same rigorous regimen that has prepared speakers for the TED main stage, TED Institute works closely with each partner, overseeing curation and providing intensive one-on-one talk development to sharpen and fine tune ideas.
Learn more at ted.com/ted-institute
Follow TED Institute on Twitter @TEDPartners
Subscribe to our channel: youtube.com/user/TEDInstitute
