I’ve coined a new term, and it’s one you’re going to see more and more as a disruptive business model across almost every industry.
The word is SUSTAINASCRIPT—a sustainability-driven brand, product, or service, marketed to consumers as a subscription model.
Despite economic pressures, sustainability—across environmental, social, and economic dimensions—remains a top priority for consumers. A recent study by McKinsey found that 60% of customers are willing to pay a premium for products with sustainable attributes. Similarly, PwC’s 2024 Voice of the Consumer Survey revealed that consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods.
Now, intersect that with the booming subscription economy, and you have a winning business formula.
One of the best Australian examples of a SUSTAINASCRIPT brand is Who Gives a Crap, a toilet paper subscription service that checks all the sustainability boxes.
Back in 2012, founders Simon, Jehan, and Danny launched the brand via a crowdfunding campaign, delivering their first products in 2013. Since then, they’ve grown exponentially.
Their toilet paper is not only environmentally friendly, but they’ve built their business with purpose at the core: 50% of their profits go toward building toilets and improving sanitation for the 2 billion people worldwide who don’t have access to basic hygiene facilities. To date, they’ve raised over $18 million for this mission.
Another sustainascript success story is GlamCorner, a fashion brand reducing consumers’ environmental footprint by offering a rental-based alternative to fast fashion.
With over 10,000 garments available, subscribers rent high-end fashion pieces, embracing a circular fashion model that’s better for both the planet and their wallets.
The Sustainascript model isn’t just a trend—it’s a powerful fusion of two consumer priorities and proof that sustainability and convenience are no longer competing forces; they’re a match made in heaven and have the potential to disrupt entire industries.
