Bridging the Gap for Different Groups of People

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.