Google: Sustainable behaviours – how UK marketers can make a difference

Google partnered with research partner Ipsos to understand what sustainability means to people in the UK, and empower consumers to shift their behaviours in the right direction.

Sustainable behaviours: How U.K. marketers can make a difference

Rundown: As part of Google U.K.'s strategic insights team, Gerald Breatnach and Liz Cracknell use consumer research and data to provide insight on the biggest questions facing marketers.

Sustainability is a priority for businesses around the world, but consumer needs and expectations on environmental issues vary greatly from country to country.

Over the past year, Google's strategic insights and consumer insights teams worked with research partner Ipsos to understand what sustainability means to people in the U.K. We analysed Google Search data across 16 product categories and conducted in-depth interviews, focus...

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