If you ask Stu Landesberg, the sustainability profitability tradeoff is a bit of a red herring. The founder and CEO of Grove Collaborative started his digitally native business in 2014 at the intersection of two trends.

"The first is obviously offline to online and the second that consumers actually want to make good choices. Something like 70% of U.S. consumers prefer conscientious products but in many of these categories conscientious brands only have about 2% market share," he said.

The online marketplace, which sells a selection of natural home essential products ranging from high-efficiency laundry detergent to cleaning supplies, is one of several digitally native specialty brands honing in on the wellness trend. Now, companies like Brandless, Thrive Global, The Honest Company and Grove Collaborative are all aiming to bring to market more so-called better-for-you products at a more affordable price.

"The strength of this company lies in the strength of its principles," Landesberg said. "And so there's never been any sense of, 'Hey, perhaps we should compromise on sustainability because it would be more profitable.' That type of thing is antithetical to who we are. It's antithetical to why our customers trust us."

You'll hear all this and more in this episode, so sit back, relax and listen. You can stream the episode below or subscribe on iTunes or Stitcher.