Bridging the Gap Infusing the value-action gap in sustainability segmentation

Insights that reveal the gap between consumers sustainable values and behaviours will help brands grow.

Bridging the Gap: Infusing the value-action gap into sustainability segmentation examines the sustainability value-action gap across six key markets including India, Philippines, Singapore, South Africa, United Kingdom and United States. The research tested honesty priming and indirect questioning to gain a more accurate understanding of the gap between what consumers intend to do and what they do.

The research identifies key insights that will help brands succeed, including:
- The difference between social issues and environmental ones;
- Why brands need to look beyond waste as an indicator behaviour;
- Why optimism is a key driver of positive action; and
- How researchers can give people permission to admit they aren’t taking action