Understanding the Value-Action Gap
The value-action gap is a critical metric for people and our planet. Every point of difference between desires and habits means that people act in a way that that’s inconsistent with, contradicts or fails to support their values.
We can calculate the consumer value-action gap by asking consumers what they want from brands and then monitoring their purchase and consumption behaviours. Right now, there is a huge difference between the two.
The belief is that this gap represents the opportunity for brands that can come to market with better for people and the planet offers. If brands market products & services that meet the needs and values of the people who care, they will grow.
However, while there are clearly different degrees of gap depending on the category and market, there remains a stubbornly persistent gap for all sectors.
Traditionally Kantar has segmented consumers into four groups, Actives, Believers, Considerers and Dismissers to help brands target the right people, with the right message and boost performance for their better-for-the-planet options.
Brands have enjoyed success with this approach, and our Sustainability Sector Index tells us that sustainability will influence the majority of people to try new brands or new products or services. It’s also true that, on average, half of people say they have rejected brands with various degrees because of their negative environmental or social impact.
These are positive results, but we will need greater understanding if we are to close the value-action gap.
