“We’ve been researching sustainability with our partners for years but only now are we seeing a real shift in consumer opinion – it’s gone from the niche concern of a few to an emotionally-charged subject in the mainstream.
Consumers are waking up to the impact of their grab-and-go lifestyles… but there is still a disconnect when it comes to behaviour. When researching this, we knew that traditional research risked solely tapping into consumers’ ‘environmental correctness’ – overclaiming what they’d be willing to sacrifice. In a shopper mindset it’s too easy to choose the cheaper, more convenient option than opt for something sustainable (with bigger long-term positives associated).
Our latest study highlights how brands can reframe sustainability and change that behaviour by making it a deeply emotional (irrational) choice for the consumer. There is an opportunity for brands to be the hero consumers are looking for, helping them make an impact rather than feeling helpless: we’ve identified three hero personas brands can embody to achieve this”