Amid a massive shift in consumer demand toward more sustainable products, a very important caveat remains somewhat elusive for many manufacturers: The products still have to be good.

In early December 2019, I found myself at Art Basel in Miami Beach, Florida. A global art market-turned-glitterati gathering, Art Basel has turned into a brand activation nexus where large corporations can demonstrate how “woke” they still are. In the midst of this, one of the most popular events was Lonely Whale’s Museum of Plastic — a pop-up museum, much like the lauded Museum of Ice Cream, dedicated to displaying the impact of single-use plastics on the environment.

The activation was engaging. However, as the former head of business development for a nonprofit that promotes sustainability and climate change focuses around the world, what struck me was how far off we still are from making sustainable and environmentally conscious consumption a part of our daily lives. Many of the products or sponsors on display at the museum were new market entrants. Opportunities to scale were elusive.

Over the past decade, many millennial and Generation Z consumers have started demanding that brands take into account sustainability goals in the production of products. Climate change is ranked as one of the most important issues for voters in this upcoming presidential election. The Green New Deal is gaining steam, while brands like Marriott and Disney have announced ambitious sustainability programs.

Yet products with sustainability front and center may still offer a poor user experience or not achieve utility value, as some stories of paper straw failure and toiletry dispensers demonstrate.

What manufacturers need to realize, first and foremost, is that their product needs to be good, useful and desirable, in addition to being sustainable. Consumers have an increasing expectation of sustainability, but it is not the core reason they are going to purchase your product. Fortunately, I believe there are some time-tested and easy ways to move toward these goals — namely, focusing on the value of your minimum viable product (MVP) and building something people want, and paying close attention to user experience and design goals.

Read the rest of Alex Gold’s article here at Forbes