We know that people care about the environment and feel a sense of responsibility to live in a more sustainable way – Ipsos survey data shows this time and time again. For example, we recently found that 72% of individuals across 30 countries believe that they will be failing future generations if they do not take personal action to combat climate change.
At the same, we are seeing limited and stagnated behaviour change in real life. This represents a “say-do gap” when it comes to sustainability – the dilemma that reported concern about an issue is not always followed up with action.
There are many factors to consider as we try to make sense of this. In this paper, we outline some of the key barriers to acting in more sustainable ways, such as recycling or making better product choices. These are grouped according to the key dimensions underpinning our behaviour; motivation, ability, processing, physical and social (according to our behavioural science framework MAPPS).
Crucially, action is not only up to the individual. People expect government and brands to take a leading role in tackling climate change and environmental issues. In this way, organisations should act on their duty to close this say-do (or believe-true) gap. We believe this involves gaining a deeper understanding of behaviour and encouraging people to take actions that they are already inclined to do.
Web Session: Looking beyond automotive – emotional branding in other sectors
Without doubt, the COVID-19 crisis has shown that consumers’ purchase behaviour is changing. In these uncertain times, customers and consumers are more than ever looking for reliable and trustworthy brands. In our web session, we will explore how we can learn from other industries to support the automotive sector in building and maintaining strong brands in times of crisis.
Web-Seminar: How to win consumers over through health benefits in the yogurt category
Today it is challenging to understand consumer behaviors and drivers when it comes to their buying habits and needs. That is why DuPont Nutrition & Biosciences partnered with IPSOS to conduct qualitative consumer research to understand better the consumer drivers for choosing yogurts with additional health benefits, the ingredients that relate to these health benefits and how consumers relate to them. In this web seminar we will take you through some of the results of this study and introduce you to some new concepts and ideas to be able to answer the consumer demand for additional health benefits in yogurts.