Turning a survey into a new product direction and a brand people can follow.
- Role
- Co-Founder & Head of Marketing
- Dates
- August 2026 to present
- Team
- Three co-founders
- Status
- In development. Not available yet.
The project
Sustainable products cost more than most shoppers say they’ll pay. Bain & Company reports a 28% average premium on products marketed as sustainable (from NYU Stern data) against the 13% US shoppers say they’d pay extra.
Greenback is being designed to reward eligible certified sustainable grocery purchases using itemized receipts. In short: shop, scan your receipt, earn cashback on eligible sustainable products. That’s how it’s intended to work at launch.
What I was responsible for
- The brand and customer conversations. My co-founders lead product and research, and finance and the business model.
- The customer discovery survey, plus the script for follow-up interviews with respondents.
- Marketing strategy, social campaigns and event collateral.
- Pitching to judges, professionals and university leadership at entrepreneurship competitions.
What the research said
said cashback would change what they buy.
Source: Greenback consumer survey, August 17 to October 19, 2026, 124 responses. Recruited mostly through NSU and our networks, so it skews young and student-heavy. Stated intentions, not observed purchases, and not a representative sample.
How that changed the brand
We started with a bank-linking app. The research showed that bank data can’t see products: a statement shows the store and the total, not whether the salmon was certified. People were also wary of giving a new company their login.
So the team dropped bank linking and rebuilt around the itemized receipt. My job was to carry that through every message: one clear promise, a plain explanation of how it would work, and an honest “in development” on everything.
The creative follows the same rule. Survey numbers always carry their denominator and source, and sample amounts are labeled as samples.
The work
The receipt is a demonstration with sample data, and the flyer’s amount is illustrative. Greenback has no live offers.
Watch on InstagramThe Instagram campaign
Seven Instagram posts published between October 28 and November 4, 2026, and eight more scheduled through November 16, as of November 5.
Reels open on a shopper’s real moment, with on-screen prompts to comment and share. We judge them on follows, shares, saves and comments rather than output.
Outcome so far
The clearest outcome is the pivot itself: research changed what the team is building. On marketing, the campaign is new and I’m not publishing growth numbers until there’s enough history to mean something.
Visit greenback.life. @greenback.life on Instagram. See our table at the summit.