Why Do New Products Fail? Busting Myths and Overcoming Resistance
Innovation is exciting—new ideas, new products, and new ways to solve problems. But here’s the harsh truth: not all innovations succeed. There’s a common myth that 80% of new products fail, but research tells us the actual failure rate is closer to 40% (Castellion & Markham, 2012). Still, that’s a huge number. So, why do so many new ideas struggle to take off?
A big part of the problem is innovation resistance—consumers pushing back against change (Heidenreich & Kraemer, 2015). This resistance isn’t just about preference; it’s often rooted in psychological and practical barriers. And in the Global South, where social and economic factors play a bigger role, resistance to new technology can be even stronger (Agyekum et al., 2021).
Why Do People Resist Innovation?
Ever wondered why some people refuse to upgrade to a new smartphone or hesitate to try a plant-based diet? It often boils down to two types of resistance:
- Active resistance – People consciously reject a product because they worry about cost, risks, or simply don’t trust it.
- Passive resistance – A more subconscious rejection, where people stick to what they know out of habit or comfort (Heidenreich & Kraemer, 2015).
The Five Big Barriers
- Too Complicated – If a new product seems difficult to use, people won’t bother
- Not Worth It – If the benefits don’t clearly outweigh the cost, why switch?
- Fear of the Unknown – Will it work? Is it safe? People hesitate when there’s uncertainty
- Cultural Roadblocks – Tradition plays a big role, especially in the Global South, where change can clash with established ways of life
- Brand Image Problems – If a brand lacks credibility, people won’t trust its products
How to Break Through Innovation Resistance
So, how can businesses and innovators get people on board? Here are two research-backed strategies:
1. Mental Simulation: Help People Imagine Using It
If consumers can picture themselves using a new product, they’re more likely to accept it. Advertisers do this all the time—think about those “try before you buy” experiences (Heidenreich & Kraemer, 2015).
2. Benefit Comparison: Show It’s Better
Side-by-side comparisons work wonders. If people can clearly see how a new product outperforms what they already use, they’re more likely to switch (Heidenreich & Kraemer, 2015).
Why Communication Matters
Great ideas fail without great communication. Public service campaigns and educational content can change perceptions and ease fears.
Take regenerative farming in the Global South, for example. Many farmers resist these sustainable practices, not because they don’t work, but because they’re unfamiliar and unproven in their communities. Targeted education campaigns have successfully shifted perceptions, increasing adoption rates (Agyekum et al., 2021).
Lessons from the Global South
In places like Ghana, people generally support clean energy—but that doesn’t mean they’ll adopt it without hesitation. Concerns about cost, accessibility, and reliability still hold people back (Agyekum et al., 2021). The key? Governments and businesses need to involve local communities in decision-making, ensuring that new technologies actually meet their needs (Hogan, 2024).
Community Power: The Secret to Energy Innovation
Resistance to change isn’t just about products—it affects the renewable energy transition too. One of the biggest hurdles? People often feel excluded from the benefits of new energy projects.
Studies show that when communities own renewable projects—like wind or solar farms—they’re much more likely to support them. Why? Because they have a stake in the success and see direct benefits (Hogan, 2024).
A lesson for innovators: people are more likely to accept change when they feel involved.
Final Thoughts: Innovation Isn’t Just About Technology—It’s About People
Innovation doesn’t fail because of bad luck or market saturation—it fails because people resist change. Understanding why people hesitate and addressing their concerns head-on is the key to success.
The biggest takeaway? If you want people to embrace something new, you have to make them feel comfortable, confident, and involved. Whether it’s a new gadget, a farming technique, or a clean energy project, the real challenge isn’t just building something great—it’s getting people to believe in it.