Smaller Bags Could Bridge the Gap Between Ethics and Action
⏱ 2 min read The Short Version While 40% of consumers claim to value ethics, only 4% actually pay the premium at checkout. Brands can bridge this gap by offering smaller quantities at standard price points, bypassing the psychological "pain of payment" and turning moral intentions into real sales. In This Article Overcoming the pain of paymentTransparency over shrinkflation Listen up: there is a massive disconnect between what people say they value and how they actually spend their money. While roughly 40% of consumers claim a willingness to buy ethically produced goods, only about 4% follow through at the checkout…