Sustainability companies face a hard truth: customers say they care about the planet, but that's rarely why they buy.The gap between what people claim to value and what actually drives their purchasing decisions can make or break your growth strategy.That's the challenge Allie Reeves, CEO and co-founder of Baro, had to navigate head-on.Baro is a peer-to-peer fashion rental marketplace built to make circular fashion accessible. But when Allie and her team leaned hard into sustainability messaging, conversion stalled. It wasn't until they repositioned around financial value - saving and earning money - that growth took off.In this episode, we explore:Why customers don't buy based on sustainability alone (and what actually converts them)How to reframe your value proposition without abandoning your missionThe biggest growth mistake sustainability founders make with messagingWhy building authentic community beats paying influencers every timeWhat it really takes to shift from founder-led chaos to scalable systemsBaro is proving that you don't have to choose between profit and planet - you just need to speak to what your customers actually need.Connect with Allie:LinkedIn: https://www.linkedin.com/in/reevesalexandraBaro: https://www.trybaro.comConnect with me:LinkedIn: https://www.linkedin.com/in/chrisg-jones/Plucky Bamboo: https://pluckybamboo.com

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