Discover what motivates different people to adopt sustainable behaviours, and help your brands grow.
Bridging the gap: Overcoming the value-action gap for different groups of people identifies seven key groups – from the Changemakers to the Dismissive – and the messages and brand behaviours that are likely to encourage each of them to shift the dial on sustainability.
Each group needs a different approach to behave in a way that is aligned to their values and understanding these nuances will support brand growth. Because only by addressing these consumer frictions can marketers truly shape their brands for the future and drive sustainable behaviour change.
What to do now
Our report is based on a unique look at the frictions that stop or restrict adoption of sustainable behaviours and is designed to help brands close what has been a persistent value-action gap.
It is designed to help brands unlock growth opportunities from sustainability by building a sustainability strategy that predisposes more people to your brand.
The next step for brands is to explore the size of the opportunity with each group. This will identify the best opportunities for growth by brand, sector and market as well as the messages that will resonate with more consumers and better encourage behaviour change at scale.
To delve into our seven groups, please read the report here.
Contact mark.fisher@kantar.com to learn more.