Is it worth being 100% sustainable from the get go when you’re starting your business?

I am part of a team launching a new consumer telecoms brand in the UK and we are exploring all avenues of sustainability in packaging, phone cases, even biodegradable screen protectors and the costs and effort to implement all these measures are quite high.. At the moment we feel it’s worth the cost but I wonder if we’re trying to do too much and also wonder if it will win customers over given we’re in the telecoms space?


Any thoughts welcome.



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