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The seven faces of consumer sustainability, and what they mean for brands
Sustainability is still a driving force behind the marketing approach taken by many brands. There are, however, risks associated with perceptions of ‘greenwashing’ and a potential failure to understand the attitudes and behaviours behind consumer behaviour in this area — in particular, the ‘say-do’ gap. This pertains to what people think about sustainability and how it actually affects their buying patterns. This paper analyses the findings from an extensive study of more than 12,000 adults in the USA, Canada and UK to identify seven consumer segments characterised by personas that identify their thinking and buying behaviours across a number of important consumer product and service categories. It thereby offers marketers new insight into how the nuances of these personas can inform future campaigns developed around sustainability.
The full article is available to subscribers to the journal.
Nick Baker , PhD, is a Fellow, former board member and board Chair of the Market Research Society. He is a leading figure within the UK market research industry. He has a track record of building commercially successful businesses and is currently a board member and Global Chief Research Officer at Savanta, with previous non-executive experience with Severn Trent Water on its Customer Challenge Group. Nick has made a significant and long-term contribution to the UK research industry and was also founding Chair of the MRS Delphi Group ‘think tank’. He has also made a significant contribution to the sector’s sustainability initiative as a member of the Insight Climate Collective. He was a Government Adviser to HMRC on the Hidden Economy Advisory Group and also an important member of the BPC/MRS 2015 General Election inquiry.