People claim they want sustainable products but really they don't. When sustainability comes at the cost of the best ease of use or usability they'd rather choose the highest usability.
1 Pyramid of Maslow : convenience over meaning
The niche or the system
Designing for sustainability is setting "the cursor" of the sustainability of the product. On the one hand, we can design very sustainable product that may be frugal by design. Users' that have an appeal for these products are ok with making concessions, having a more "spartan" product.
On the other hand, we can design products that match the usability of the general, un-sustainable competition but lack
Service's added value
Offsetting the decrease of usability through an added value service. Ex: You get a simpler drill but it comes with a valuable service.