What if the smartest way to grow a business was to encourage customers to buy less? In this episode of Innovator Insights, Scott Fisher sits down with Janette Filbert Spiezio, founder of Sustainable Haus and contributor to Lead With Empathy, to explore how sustainability, education, and trust can challenge traditional ideas about retail and business growth.

After a 30-year corporate career, Janette built one of the nation’s largest independent refill and zero-waste retailers around a simple philosophy: lasting change happens one small step at a time. Her unconventional “anti-sales” approach often means talking customers out of unnecessary purchases, openly discussing products she doesn’t recommend, and helping people make practical, healthier choices that are both sustainable and financially sensible.

Throughout the conversation, Janette shares insights on conscious consumption, greenwashing, customer behaviour, and the power of education over persuasion. It’s a thoughtful discussion about building genuine relationships with customers, staying true to your values, and proving that a business focused on helping people consume less can ultimately create stronger loyalty, lasting impact, and sustainable growth.

Know more at: sustainablehaus.com