With millions of disposable cups being discarded around the world every minute, Abigail Forsyth OAM, the innovative co-founder of KeepCup, had a simple idea. What if there was an alternative to single-use options? Born out of a desire for sustainability, this iconic Australian brand has revolutionised the way we think about eco-friendly products.

As a trailblazer in the sustainability space, Abigail discusses the changing landscape of consumer attitudes towards reusables and the challenges and triumphs of creating a whole new category. She shares valuable insights into the power of authentic brand messaging, fostering customer loyalty, and the importance of internal accountability in driving meaningful change. Listeners will gain valuable lessons on resilience, effective leadership, and unwavering dedication to a vision, even when the road to success isn't paved with immediate financial gains.

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Unconventional Business was written and produced by HubSpot Australia and VidPod.