The Sustainability Say-Do Gap: Turning Good Intentions into Green Growth

Does it feel like you're pushing a boulder uphill when it comes to selling more sustainable products? You're not alone. The sustainability say-do gap is a real problem: 92% of consumers say they want to live more sustainably, but only 16% are changing their behaviours.

Why? 

Well, in short, there are a group of behavioural and psychological barriers stopping people from making the better choice:

o   Perceived quality – when consumers think the product performance must be compromised to make it ‘eco’

o   Perceived value – when consumers think it’s more expensive than their usual choice (even if it’s not)

o   Information overload – when consumers are simply too bamboozled with the options available 

o   Negative social proof – when consumers believe they’re in the minority for choosing the sustainable option 

o   Status quo bias – when consumers naturally want to repeat the same behaviour and habits rather than try something new

This is just a small selection of the many biases we’re up against. But it’s also where it gets interesting. Because as marketers we have all the skills and tools to overcome these largely perceptual barriers to purchase. We just need to get smarter in understanding the psychology behind consumers’ actions.

Put simply, our brains crave the easy option, the one where we have to make the least effort – so, how do we make buying our sustainable product the easiest choice?

Tap into behavioural science and close the say-do gap

We've spent years working with major brands cracking the code for making sustainable products desirable and profitable. We run solution-focused Close the Gap workshops with clients to understand the blockers, explore solutions and create real experiments to close the say-do gap.

Workshop clients get:

●      Secrets to commercial sustainability: How successful brands are making sustainability a success.

●      Behavioural science insights: Clarity on the psychological and behavioural barriers preventing more customers from buying your sustainable products.

●      Creative and actionable solutions: A shortlist of practical experiments to close the say-do gap that are specific to your product, consumers, and market.

Investment: £5,000 to £15,000, subject to on or offline location and number of attendees. 

Join our waitlist today and learn how to turn the sustainability say-do gap into the strong, green growth that will future-proof your business.