Inflation, sustainability and the widening of the value-action gap

Dr Nicki Morley and Andrew Walker

As consumers reconsider their spending habits in light of the cost of living crisis, their consideration around sustainable behaviours is likely to change.

As financial pressures and uncertainty in the world continue to impact consumers, they will increasingly be forced to reconsider their priorities.

At Kantar’s Sustainable Transformation Practice, our eyes are on whether responsibility for the planet is dropping in people’s priority lists – if it is on their priority list at all at the minute. Consumers or brands cannot put sustainability concerns on hold: the planet can ill afford it. How will these challenging times influence the gap between consumers’ motivation to be sustainable and their ability to do so (the Value-Action Gap) and what should brands do to address this?...

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