Sustainability, building a low-carbon future and other aspects of corporate social responsibility are key areas now for almost every organisation, whether public or private sector.

Most of our research now has a strong sustainability element, giving us expertise that benefits all our clients.

Cover of Great Green Sustainability Study

Our GREAT GREEN SUSTAINABILITY STUDY explores what consumers are doing about being eco-friendly, and what they think about some well-known brands' corporate responsibility activities.

As part of the data analysis for the GREAT GREEN SUSTAINABILITY STUDY, our Advanced Analytics team have identified four segments with distinct environmental attitudes and behaviours, and the factors that will encourage each group to do more to reduce their carbon emissions.

Light Contributors: 37%
  • Light Contributors have knowledge of the simple things, but lack more complex knowledge.
  • Their environmental behaviours revolve around easy actions.
  • And are mostly motivated by saving money.
Inactive Sceptics: 18%
  • The environment is a low priority for Inactive Sceptics who are less likely to want to do more to help it.
  • They have low levels of knowledge and do little for the environment.
  • And are focused on saving money and convenience.
Focused Achievers: 31%
  • Focused Achievers have very strong, positive environmental attitudes with high levels of knowledge.
  • They do the most for the environment.
  • But still feel they could and want to do more to help it.
Educated Non-Doers: 14%
  • Educated Non-Doers are knowledgeable but environment is less of a priority for them.
  • They have fewer environmental behaviours.
  • The reasons for any environmental behaviours they do demonstrate are focused on convenience.

(Data from Wave 1.)

Further insights and analysis include:

  • How the segments varied in size by buyers of different products.
  • Perceptions of how environmentally friendly different brands are (by the segments).
  • How influential environmental aspects are when it comes to deciding on which product to buy compared to other attributes such as quality of product and price.

We’ve also created a segmentation algorithm that can easily be applied to future studies.

Get in touch to find out more about the Great Green Sustainability Study and how our LIFE segmentation can help you with your environmental behaviours challenges.

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