Humans aren’t calculators: Why Desirability Matters More Than Sustainability

In today’s business landscape, you often hear about companies striving to create products that address technological risk rather than market risk. The logic is straightforward: If you can successfully build the product, demand will naturally follow. But after years of working with natural fiber composites (NFCs), we’ve learned a different lesson.

In our industry, tackling technological risk typically means proving that sustainable materials can match the performance of conventional ones. The assumption? Once we achieve that, customers will line up, no questions asked. After all, sustainability should be a selling point, right?

The reality is more complex. Sustainability isn’t priced into today’s markets—at least not yet. We spent years perfecting our semi-finished products, offering manufacturers a more sustainable alternative. But when it came time to sell, we encountered resistance. Why? Because these companies would need to justify a premium price to their own customers—an uphill battle with little immediate payoff. This challenge is rooted in the predominant linear business model, where most value is generated at the event of sale, with no additional revenue streams throughout the product lifecycle.

That’s when we realized the real challenge wasn’t technological—it was emotional. People don’t buy products because of spreadsheets or life cycle assessments. They buy because of how products make them feel. This insight became clear with the GREENLANDER Sherpa. When people sit inside, they instantly recognize that it’s different. They don’t need a lecture on sustainability—they just know they want it.

It’s the same reason people pay more for organic fruits and vegetables. Is it because they’re fascinated by the agricultural technology behind pesticide-free farming? Probably not. They buy organic because it feels healthier, more natural—better. The emotional connection is what drives the premium.

This is the lesson that transformed our approach. Sustainability is essential, but it’s not the hook. The hook is desirability—products that captivate people at first glance, that they can’t stop thinking about. The sustainable materials we use? They enhance that experience. The result is a product that people want to own and feel good about owning.

It’s surprising how few companies seem to grasp this. They focus on proving their technology works, hoping that will create demand. But humans aren’t calculators. We’re driven by desire, not data.

The real opportunity lies in creating products that people fall in love with—where sustainability is the bonus, not the burden. Because when you make something truly desirable, you eliminate both technological and market risk.

If you want to disrupt your industry, you have a partner in Circular Structures —the platform where the brands of the future are being built. We disrupt industries with lightweight products made from sustainable materials, designed for circular business models that maximize use and minimize waste.

To learn more come visit us at the JEC WORLD 2025 in Paris

?? March 4-6, ?? Hall 5 Stand C53 at the Stand of our Partner Lincore? / Groupe Depestele