Sustainability or sustainable living? Bridging the intention-action gap

Pietro Leone

Research by Lens Marketing looked at consumer motivations relating to sustainability in the purchase journey for three contrasting categories and in different countries across Europe.

This article is part of a Spotlight EMEA series on how brands can shift the sustainability conversation. Read more

This research study emphasizes the growing importance of sustainability in consumer decision-making and showcases how understanding sustainability drives changes in consumer behaviours across various industries. The distinction between 'sustainability' and 'sustainable living' sets the tone, emphasizing that while many are aware of the concept, a gap remains in translating this knowledge into actionable change.

Sustainable living embodies an ethos where individuals are not merely driven by local regulations or economic incentives. Instead, they are motivated by a...

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