2023 reflections, 2024 predictions with KeepCup’s Abigail Forsyth

As we start to wind down before the holiday break we are asking a wide range of SME business leaders to reflect on 2023 and gaze into the 2024 crystal ball.

It’s been quite the year, and the only certainty for next year is uncertainty.

Today, Abigail Forsyth OAM, founder and managing director of KeepCup, shares her highs, lows, and plans for next year. If you want to hear more from Abigail – and you should! – check her out on our recent vodcast conversation on funding growth.

How has business been going in 2023?

A strong finish with the launch of the KeepCup Cold Cup range. A product lineup of straw-fit reusable cups, that are easy, lightweight and replace single-use ice coffee and boba cups. We are about to release a limited edition range of recycled material, only possible because we manufacture locally, so that’s incredibly satisfying.

You’ve been blazing a trail for sustainability for more than a decade: has it got any easier? How do you inspire the world to reuse and recycle?

What began as an innovation and values-aligned activity in 2010 has evolved into a lifestyle business. Personally, that’s been hard to reconcile, I thought I was saving the world and ended up creating a product category! Our customers all over the world have transformed the packaging landscape and the ‘why’ of reuse is now widely understood.

What do you love about working in the purpose space?

I love the opportunity to change systems thinking. Ultimately what really changes is not what reusable product will I buy, but the mindset shift away from convenience, away from single-use and takeaway at a more fundamental level. On one hand, we have the exponential growth of delivery, and on the other, a growing veneration of the natural world and how our everyday behaviour impacts its survival.

What frustrates you?

As marketing professor and podcaster Scott Galloway recently put it, the “jazz hands” on ESG and corporate sustainability and impact reporting. Making an announcement of what you plan to do generates so much media and marketing, that you don’t even have to do it. The lack of values-aligned activity, taking risks to do the right thing for its own sake, using renewables, solar panels on the roof, reducing packaging in your supply chain, improving product quality, and manufacturing locally — they don’t move customers.

The social media landscape is shifting profoundly: what’s working for you marketing-wise? What concerns you?

Addiction, the shortening of our attention spans and its impact on deeper thought. Marshall McLuhan said it’s the medium that is the message. The allure of divisible simple messages and the catch-all use of the word ‘elite’ to whip up a sense of disenfranchisement and entitlement.

We recently interviewed Small Business Minister Julie Collins who argued that the Albanese government is challenging the concept of the Coalition as the champion of small business issues. Interested in your view on this?

The best way to support small businesses is to hold big businesses to account – on greenwashing, tax avoidance, legislation to mandate product stewardship, and banning single-use products and at all costs, protect biodiversity and the natural world. There have been some steps taken by the ACCC on greenwashing, but bolder steps must be taken.

What’s the best thing about running your own business?

The illusion of control!

How are you feeling about 2024?

Excited, and thinking about new partners and alliances to reimagine how we sustainably grow the category.

What should we – readers of SmartCompany, and your customers – be excited about?

Our commitment to meet you where you are and to encourage reuse with new product ranges, like KeepCup’s Cold Cup, for the new ways people are enjoying beverages on the go and food.

Be excited by our commitment to local and sustainable materials, 100% recycled made-in-Australia Tritan cups in partnership with Precious Plastic, and our new 8oz leakproof Traveller cup which is manufactured from 90% recycled stainless steel, as well as our old favourite Brew with its 100% recovered cork band.

Where is KeepCup going? What’s the end goal?

We are still headed toward a disposable-free world, and we really want you to come with us! In 2024 we are headed there with a greater sense of the absurd, more fun, and the confidence that living your values is the only way.  The path ahead is not always clear, and that’s ok, it is the people on the journey with you that make it all worthwhile.