The biggest challenge is that when people look at low price point products, they essentially invest less money in development, innovation, and new technology. And in order to innovate at a lower price point, and make sustainability attainable to the masses, you have to invest more. But that's counterintuitive for a lot of businesses.

As a shame researcher, I know that the very best thing to do in the midst of a shame attack is totally counterintuitive: Practice courage and reach out!

The truth may be puzzling. It may take some work to grapple with. It may be counterintuitive. It may contradict deeply held prejudices. It may not be consonant with what we desperately want to be true. But our preferences do not determine what's true.

I wish I had coined the phrase 'tyranny of choice ' but someone beat me to it. The counterintuitive truth is that have an abundance of options does not make you feel privileged and indulged too many options make you feel like all of them are wrong and that you are wrong if you choose any of them.