An insight-led sustainability framework for brands

Sustainability will be a defining issue of the 21st Century. It is becoming a hotly contested battleground for political, scientific and commercial debates, and is increasingly influencing how consumers engage with brands.

We set out to understand:

• What do consumers really think about sustainability?
• What perceptions and behaviours are already changing: what’s driving these changes, and what might happen next?
• How is sustainability affecting purchasing decisions?
• What are consumers’ expectations of brands?

Touching every sector – from FMCG, Fashion, Alcoholic beverages and travel – we’ve presented our sustainability playbook to teams spanning R&D, consumer insights, marketing and product innovation. Each taking away new ways to action next steps in their sustainability strategy using our 5 guiding principles.