Nick Martell

But here's the problem.

Some employees thought that Charlie, their target customer, was a 45-year-old dad.

While others thought Charlie was a 25-year-old marathon runner.

Besties, you can't make a product if you don't know who you're selling to.

Is it millennial parents or is it Gen Z athletes?

Since they couldn't decide, they ended up selling to neither.

Which never works.

But the biggest mistake that Allbirds made, which we need to all learn from, is an inconvenient truth.

So, Jack, before you toss those undies in the wash, what's the takeaway for our buddies over at Allbirds?

Sustainability, unfortunately, doesn't sell.

Now, Yetis, Jack and I personally search for sustainable products.

We care about climate change, and we can afford to spend a little bit more for a product with a smaller carbon footprint.

But the data shows that despite what consumers say, when it comes to what they buy, sustainability is like fifth on the priority totem pole.

Ironically, that's the inconvenient truth.

And now the top four reasons why people buy a product, it's the brand, the price, the comfort, and the convenience.

You know what else is low on the priority for consumers?

Where the product is made, like what country.

But, Bessies, what we are not saying is don't be sustainable.

We are not saying don't produce here in America.

What we're saying is that sustainability and Made in USA