Manon van Leeuwen turned that question into action. She founded Zustaina, a company that offers sustainable gift boxes and an online selection platform for businesses that want to give meaningful while also making a positive impact. She also wrote a book on behavioural change and sustainability, showing how businesses can inspire people to act. Her mission? To make sustainability a natural and attractive choice. Because when you connect with people emotionally, you can drive real change.

From consumer to impact entrepreneur

For Manon, sustainability was not a business opportunity; it was a personal transformation. As a healthcare executive, she lived comfortably but felt increasingly uneasy about her consumption habits. After watching documentaries on climate change and labour exploitation in the fashion industry, she had a stark realisation: I am part of the problem.

The real turning point came after her 50th birthday when her sister suddenly passed away. “That changed everything,” Manon says. “I realised how short life is. Why wait to do something that truly matters?”

She started small, challenging herself to go an entire year without buying new clothes and inspiring others to rethink their consumption habits. What began as a personal journey soon evolved into Zustaina.

Making sustainability fun: The power of storytelling

Many entrepreneurs struggle with sustainability because they associate it with rules, compliance, and costs. But Manon believes that’s the wrong approach:

"People want to change, but not if it feels like a sacrifice. We easily buy the latest fashion trends but reject sustainability when it feels like an obligation. The key is to connect with people through stories, something they can feel. Facts don’t stick; emotions do."

That’s why Zustaina makes sustainability fun. The Zustaina Box is more than just a gift; it tells a story. Every product has a background, from its CO₂ reduction impact to how many bees are saved by choosing a sustainable alternative. Through an online selection portal, companies allow their employees to choose sustainable gifts that truly resonate with them.

"For us, it’s not just about offering sustainable products, but about showing people that their choices matter. A simple decision can make a real impact."

Sustainable business: Where to start?

Many entrepreneurs want to be more sustainable but don’t know where to begin. Manon developed a framework to help companies create meaningful change: GHEART. This model blends behavioural science and psychology to make sustainability desirable and actionable for employees, customers, and partners.

The GHEART Model: 6 steps to a more sustainable business

1️. Grow – Help people expand their knowledge about sustainability. Show them why it matters for them personally and for the business.

2️. Help – Make sustainable choices easy. Introduce bike-to-work weeks, Plastic-Free July initiatives, or clear sustainable alternatives.

3️. Eagerness – Create excitement and desire. Make sustainability cool, aspirational, and engaging.

4️. Award – Reward sustainable behaviour. Recognise efforts with team events, certificates, or special perks.

5️. Roll it – Stop overthinking, just start. Experiment, test, and improve along the way.

6️. Thrive – Keep it going. If something doesn’t work, adjust and try again.

"It’s not about numbers, it’s about emotion. You need to translate sustainability into something people care about. Only then will you achieve real change."

Why businesses need to act now

Many companies postpone sustainability initiatives due to economic uncertainty. But at the same time, there’s a growing movement of businesses that see sustainability as an opportunity rather than an obligation.

"People may not always want to change, but the world is on fire. That’s why we need to work even harder." Manon believes the key is positioning sustainability as a revenue driver, not a cost.

"Sustainability sells. Consumers are willing to pay more for sustainable products, but businesses must position them correctly. It’s not just about what sustainability costs, it’s about the value it creates."

LEAD THE CHANGE: A call to action for entrepreneurs

How can businesses truly embed sustainability into their DNA? Manon offers three key strategies:

1️. Make sustainability part of your business model. It should not just be an expense, it should drive growth and value.

2️. Align with what truly matters to your customers. Connect sustainability to their desires, needs, and motivations.

3️. Set the standard. Be a pioneer in your industry and make sustainability the norm, not the exception.

Sustainability shouldn’t be about compliance. It’s not about ticking boxes, it’s about creating a healthier planet, fairer production, and a future we can be proud of. When entrepreneurs take the lead, the rest will follow.

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Are you ready to take the next step in sustainability? Discover how Eevery makes it easy to get started on your sustainability journey. Together, we can make a difference. Lead the change.