Welcome to this year’s Who Cares? Who Does? Sustainability report, our annual look at the issues that are driving sustainable brand growth and what’s stopping consumers from opting for better-for-the-planet choices.
At the heart of this report is an on-going conundrum: lots of people say they care about sustainability, but far fewer translate that concern into action. The reasons behind this say-do gap differ from issue to issue, market to market and category to category.
To better understand these differences, we look explore through the lens of eco-segmentation, which identifies the people who consistently take actions to reduce their footprint, those who may be lagging behind and those who refuse to take any action, so that we can understand the drivers of these attitudes and the resulting behaviours.
The amount of people in any one of these groups can change based on political, social, economic and environmental factors. In this report, we’ll take a closer look at how those factors are shaping the behaviour of those most willing to take action, the Eco-Actives.
We will also look at where people may (or may not) be willing to accept some trade-offs for a greener product and the brands that are successfully growing from building a strong brand story around their Environmental, Social, and Governance (ESG) credentials.
