In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Henrik Jonsson, CEO of agood company. Henrik shares the brutal reality of marketing sustainable products in a mass market that claims to care about sustainability but refuses to pay premium prices for it. Through painful lessons learned over five years, agood company discovered that circular products must compete on traditional value propositions—price, quality, and design—rather than relying on sustainability as a differentiator. Operating across five distribution channels and generating revenue through D2C, retail partnerships, corporate gifting, brand collaborations, and ODM partnerships, the company has evolved from a trial-and-error startup to a focused business targeting 50 million euros in revenue by 2029.

• Debunking the myth that consumers will pay premium prices for sustainable products

• Building a "seamless transition" strategy to replace non-circular products at competitive prices

• Operating across five distinct distribution channels with different marketing approaches

• Scaling from startup losses to profitability while maintaining circular production principles

• Managing provocative marketing campaigns and handling social media backlash

• Recruiting purpose-driven talent in competitive markets

• Balancing transparency about imperfection with authentic sustainability messaging