ONE CHOICE
One product. One better choice. See how far it can go.
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What if making a meaningful difference didn’t mean changing your entire lifestyle, but simply starting with one better choice?
ONE CHOICE is an initiative by the non-profit Cradle to Cradle Products Innovation Institute, created together with a collective of companies from its Changemaker Program - Ahrend, SHAW Industries, Kawneer, Blueland, Dopper, G-STAR, Crocs, and RE&UP - and behavioural-change expert Professor Mirella Soyer.
Every day, we make choices about the products we buy, use and surround ourselves with. Most of those choices feel small. But they don’t happen in isolation.
When one person chooses differently, it can influence others. When more people follow, individual actions can grow into collective behaviour. And collective behaviour can create a ripple that influences demand, businesses and ultimately entire systems.
ONE CHOICE shows that better alternatives already exist across many parts of everyday life - from what we wear and drink from, to the products we use at home, at work and in the buildings around us.
The idea is simple: You don’t have to change everything. You can start with making one choice.
Meet our Changemakers
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The ONE CHOICE Experiment
At the heart of the campaign is the ONE CHOICE Experiment - an invitation to make one better product choice and see how far that choice can go.
It starts with one simple question:
What is one product you could replace with a better alternative?
It could be something you wear, something you use at home, something you take to work, or something you specify or purchase professionally.
The experiment asks people to:
Choose one.
Share it.
Pass it on.
By making your One Choice visible and inviting someone else to do the same, one individual decision can become part of something bigger. The experiment is designed to make that ripple visible - one product, one person and one choice at a time.
Why one choice?
Changing everything at once can feel overwhelming.
Professor Mirella Soyer, Professor of Behaviour for Circular Transitions, brings the behavioural-change perspective to ONE CHOICE, exploring how one achievable action can become the starting point for wider change.
Because meaningful change does not always begin with a complete transformation.
Sometimes it starts with one decision that feels realistic enough to make today.
And when enough people start making those choices, small actions can become a collective movement.