Lessons from Leaders - Kristen Nottingham

In April, Kristen Nottingham was the special guest for our Speaker Series, where students, faculty, and alumni gathered for a presentation on the Launch of Laundry Fund

In her talk, she walked through how she used campaign data to identify and refine her ideal customer—Best Life Linda—and how that insight shaped her product development, brand voice, and marketing approach from the ground up. You can listen to her presentation here

This month, I had the opportunity to interview her for a follow-up conversation, Lessons from Leaders, which expands on the themes of her presentation.

What was the key takeaway you'd like the audience to remember?

For most people, sustainability isn’t the goal—ease is. But when design removes friction, the sustainable choice becomes the natural one. The real shift for me came when I started looking under the hood of my ECOccasion customer data—Google Ads performance, anonymized audience profiles, and behavior indexes. I realized my strongest segment wasn’t the “eco-conscious millennial,” it was women 65+, often recently downsized, overwhelmed by life changes, fragrance sensitivities, or mobility concerns. That insight helped me stop designing for who I thought my customer was—and start designing for who she really is.

How do you see product development evolving in the next few years?

It’s getting more human. We’ll see less emphasis on “eco” claims and more focus on making things that just work better—less waste, fewer steps, safer ingredients, easier to store and use. We’re designing more for real lives and less for hypothetical idealism. Just today, I saw a packaging brand I used for my launch, shipping bags made from seaweed. How cool is that?

What advice would you give to someone looking to get started in your field or area of expertise?

Start with the transformation, not the product. Who are you helping? What does their “before” and “after” look like? That mindset applies to both my marketing role and my product development work. For the Laundry Fund, it’s someone overwhelmed by downsizing, worried about sensitive skin and mobility issues, and just wanting laundry to be one less thing to think about. I design with that person in mind—then I layer in the mission. During my talk, someone asked how I justify a higher price when sustainability comes with added costs—sourcing, certifications, compliance, testing, and so on. My answer? I don’t try to convince them. I barely mention it. I lead with how the product makes their day better: no jug to lift and rinse, no mystery fragrances, no mess. Then, I mention it supports scholarships and reduces waste. Although some do, most people aren’t comparing chemical lists—they’re asking, “Will this get the coffee stain out?”

Were there any surprises that shaped your perspective?

Definitely. I used to think people would buy eco-friendly products because they were eco-friendly. But most just want something convenient that works. Some even avoid products labeled “eco” because they assume they won’t be effective or worth the price. That shift changed how I approach everything—messaging, packaging, and communication.

How do you stay motivated and continue to grow professionally?

I’m constantly doing different things. I run Laundry Fund and ECOccasion, but I’m also the Director of Paid Media at a marketing agency—so I’m exposed to new industries, strategies, and creative approaches all the time. I work with global companies—some leading the way in sustainability—and help connect them to businesses that can use their solutions. I’ve developed deep experience in reaching hard-to-find audiences and making a compelling case. I’ve also observed how far ahead Europe is on sustainable regulation. When they pass stricter laws, it pushes global corporations to develop better solutions. It’s often easier for them to adopt improvements worldwide, so even regions without those laws benefit. It’s like how California often sets the tone for national policy. But what really keeps me motivated is staying connected to the people I’m designing for. I think about “Best Life Linda,” our avatar—a 75-year-old woman who just wants her laundry to be simple, safe, and less of a pain. If what I’m building doesn’t make her life easier, I go back to the drawing board. I also get 1:1 feedback from many customers, which keeps me motivated to constantly improve.

What’s the next big trend or challenge in sustainable packaging and design?

One of the biggest challenges is rebuilding trust. People tried to do the right thing—recycling yogurt cups, shampoo bottles—only to find out most of it still ended up in landfills or got shipped overseas. That kind of letdown makes people feel like sustainability is a waste of time. Now the shift should be toward designing better by default. Instead of asking people to care more or work harder, we need to make the better choice the easier one. At Laundry Fund, our products are lightweight, low-waste, and intuitive. No sorting rules, no rinsing, no second guesses. Just something that works and feels good to use. Most consumers aren’t reading policy reports before doing laundry—and they shouldn’t have to. That’s where good design comes in.

Is there anything else you’d like to share with our readers?

You don’t need to change the world. Just find one small thing that’s broken or annoying and fix it well. That’s enough. For me, that started with ECOccasion, curating low-waste household essentials. But I wanted to go deeper—to remove friction, make life easier, and give people better options without asking them to overhaul who they are. That’s how the Laundry Fund was born. The other day, a customer emailed to say she didn’t want us to ship a missing item separately—she’d just add it to her next order, because she shops with us regularly and didn’t want us to waste packaging or money. Then she casually mentioned she’s been trying every single product we carry, just to see how they compare—and that many of them are actually better than the typical plastic versions.

That’s what sustainable design looks like when it works. Not as a lifestyle badge. Not as a guilt trip. Just as something that fits into someone’s life so well, they come back—curious, engaged, and even excited. You’re already ahead of where I was at this stage. Keep going. Keep designing for someone who feels it on the other end. Design like Linda’s watching. Because if she has to bend down, lift something heavy, or squint at confusing instructions, she’s leaving a 2-star review—and she means it.

Thank you for giving me the opportunity to connect with you.

Thank you, Kristen!