Insights that reveal the gap between consumers sustainable values and behaviours will help brands grow.
Bridging the Gap: Infusing the value-action gap into sustainability segmentation examines the sustainability value-action gap across six key markets including India, Philippines, Singapore, South Africa, United Kingdom and United States. The research tested honesty priming and indirect questioning to gain a more accurate understanding of the gap between what consumers intend to do and what they do.
The research identifies key insights that will help brands succeed, including:
- The difference between social issues and environmental ones;
- Why brands need to look beyond waste as an indicator behaviour;
- Why optimism is a key driver of positive action; and
- How researchers can give people permission to admit they aren’t taking action
Our new research dives deeper into consumers' motivations and behaviours to examine what is preventing consumers from acting in-line with their values on sustainability. We covered four key topics: transport, housing, diet and purchases (including waste). We then added four additional behaviours: collective action behaviours such as campaigning, purchases related to social sustainability issues such as equality, reducing water usage and investing money for positive impact.
The report's findings will form the basis for a new Kantar segmentation next year and is also designed to galvanise cross-industry efforts to help marketers accelerate sustainable transformation. If you’d like to know more, delve into the report that summarises all the key findings.