A term first coined by the Dutch architect Bjarke Ingels, hedonistic sustainability is a concept which argues that the sustainable option should also be the best option. There is a perception amongst people that they have to sacrifice something in order to be sustainable, or that the sustainable option is in some way less good than the non-sustainable option.
Companies such as Tesla are a great example at how we can help to change people's perceptions of what sustainable products can be, and how people will choose the sustainable option if it is made to be compelling. There is no inherent prejudice against sustainability, there is just a (rapidly shortening) bridge between sustainable products and compelling products.
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