Colonialism is indeed all about power – and this point is central to the book. When it comes to climate change, knowledge is power, but the architecture of knowledge that underpins sustainability thinking fundamentally benefits the rich world to the detriment of the rest of it.
It took time to connect with the customers and our way of working has been very agile. There was a lot we learned from the consumers and reiterated their feedback to accommodate what they needed. It took us some time to break the stigmas around rentals and it is safe to say that we as business owners along with our consumers have come a long way.