Mind the gap: Understanding the area between what consumers say and do can keep you ahead of the curve

Research by BritainThinks shows there is a significant ‘say-do-gap’ in people's desire to adopt more conscious consumption behaviours, and what they actually do.

The previous two years have led people to reconsider how they live their lives – not only driven by the pandemic but also increasing awareness of climate change and the tangible impact this is having on day-to-day life. For example, our research has found that 72% of people want to shop more locally, more than half state they are willing to change their purchasing habits to reduce negative environmental impact, and the majority agree it’s important for brands to stand for something more than just making a profit.

However, anyone working in retail and marketing understands there is also a...

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