Actionable consumer insights: turning environmental concerns into competitive advantage
Richard Atkinson2CV Research, United Kingdom
INTRODUCTION
“How did you go bankrupt? Bill asked.
“Two ways,” Mike said. “Gradually and then suddenly” Ernest Hemingway, The sun also Rises
“The transition to a low-carbon economy will bring challenges for competitiveness but also opportunities for growth.” Stern Review of Climate Change, November 2006
This paper's starting point is a simple question to readers: In five years' time do you think your or your clients' businesses will be more environmentally friendly, or not?
If the answer is “not”, you would seem to...