NEVER FORGET THE REALITY OF TRADEOFFS:
SUNCHIPS SAGA
Remember that average consumers have multiple virtues in mind with each buying decision. Eco-designs fail if environmental
gains come at an unacceptable cost in terms of other product attributes. Frito-Lay's compostable SunChips bag crinkled in
such a deafeningly loud way it had to be withdrawn from the market in 2010.