Ciclo Orgânico: The Challenge of Selling Impact

Abstract

This case study explores the trajectory of Ciclo Orgânico, a Brazilian social enterprise that offers waste collection and composting services to households in Rio de Janeiro. The case presents the dilemma Lucas Chiabi faced when he founded a company whose services provide a single value to the customers: the possibility of reducing negative environmental impacts. More than most ethical and sustainable companies, Chiabi had to deal with the challenge of increasing the perceived value of generating positive impacts and how to sell environmental change.

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Resources
Appendix. Key Purchasing Drivers as Weighted by all Survey Respondents (%)

Aspects analyzed

Global respondents

Willing to pay more

The products are made by a brand/company that I trust

62

72

The product is known for its health & wellness benefits

59

70

The product is made from fresh, natural and/or organic ingredients

57

69

The product is from a company known for being environmentally friendly

45

58

The product is from a company known for its commitment to social value

43

56

The product’s packaging is environmentally friendly

41

53

The product is from a company known for its commitment to my community

41

53

I saw an ad on television about the social and/or environmental good the product’s company is doing

34

45

Source: Nielsen, 2015, p. 10.

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