Electric vehicles, renewable energy and the fight against the sustainability value-action gap

Dr Nicki Morley and Gemma McIntosh

Kantar, the market research company, combines data from its Sustainability Sector Index alongside rich Kantar search data using its Emerging Trends tool to investigate the sustainability value-action gap and consumer interest in renewable energy and electric vehicles.

Why it matters

In these uncertain and challenging economic times, one of the biggest challenges facing brands is to support their consumers to be more sustainable.

Takeaways

  • Behavioural approaches must design for success, addressing the frictions by using interventions and fuels and nudges to motivate and provide hooks for unlocking behaviour change.
  • To reduce the friction, companies must do all that they can to reduce uncertainly by building credibility and trust with their customers and providing guarantees where possible.
  • In-depth customer case studies can be an effective way to leverage social proof and build trust, especially when consumers can relate...

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