For many years Kantar has been tracking and segmenting consumer behaviour based on people’s social and environmental values. We’ve also consistently identified that those values do not always translate into action.
In 2024, we wanted to understand why values and behaviour have consistently remained so far apart and how marketing can help shrink that gap.
Individual and household actions have the potential to produce more than a quarter of the total emissions reductions needed, making behaviour change an important part of taking climate action and other sustainable development goals.
In this report, we’ve used new research techniques to sharpen our approach to capturing and making sense of claimed attitudes and behaviours. We’ve identified new factors that build our understanding of what separates do-ers from the would-like-to-do-ers.
Our goal is to help our industry collectively drive the change we all need. There is a huge opportunity to scale the positive impact we have in the marketing industry by aligning on these segmentation approaches, not just in research, but in brand strategy, in product development and advertising to inspire behaviour change.
As an industry we need to do better at enabling consumers to take action. This report is one step and next year we’ll launch a new segmentation based on these findings as well as working with colleagues from across the industry to boost our collective understanding of how we inspire real change.
