When creating sustainable concepts, we may forget that although green values are crucial to many of us, we also have other conflicting criteria. Brands that minimize the number of compromises the customer has to make win the game.

Franprix, a French grocery store chain, opened a new branch called Noé in 2017. The newcomer promises to be close to the customer physically — but also close to their values.

And Noé certainly has had their target group’s needs in focus. We visited Noé in Paris and picked a few pointers on how to help people balance the gap between values and actions.

See the blog post by Saara Järvinen