{"id":5574,"date":"2023-03-24T21:43:31","date_gmt":"2023-03-24T19:43:31","guid":{"rendered":"https:\/\/trends.tuio.ro\/trends\/saying-vs-doing-sutainability\/"},"modified":"2023-03-24T21:43:31","modified_gmt":"2023-03-24T19:43:31","slug":"saying-vs-doing-sutainability","status":"publish","type":"trends-cpt","link":"https:\/\/trends.tuio.ro\/edition\/2023\/trends\/saying-vs-doing-sutainability\/","title":{"rendered":"Saying vs Doing Sutainability"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"<p>Saying vs Doing Sutainability. With convenience and price already trumping purchase decisions, the gap between what people say and what people do when it comes to sustainability will be larger this year than in the past. For brands investing in sustainable initiatives, their claims must be more credible than ever to have an impact on purchases. In order to gain people\u2019s trust, empower and inform to help them make small changes themselves, especially because this helps dispel the idea that environmentally positive behavior is only for the wealthy. Second, acknowledge imperfections and promote net improvements. Third, demonstrate that caring is cool.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","trend-keywords":[5677,5684,5636,5632,5640,5639,5645,5642,5697,5644],"trend-themes":[],"trend-categories":[5638,5647,5646],"class_list":["post-5574","trends-cpt","type-trends-cpt","status-publish","hentry","trend-keywords-accessibility","trend-keywords-authenticity","trend-keywords-climate-change","trend-keywords-consumer-attitudes","trend-keywords-consumer-habits","trend-keywords-eco-friendly","trend-keywords-greenwashing","trend-keywords-lifestyle","trend-keywords-shopping-habits","trend-keywords-sustainability","trend-categories-consumer-attitudes","trend-categories-lifestyle","trend-categories-sustainability"],"acf":{"report":"OMD - Signals 2023","long_trend_summary":"Saying vs Doing: Sustainability. There is a gap between what people say and what they do, particularly true when it comes to sustainable behaviors, with convenience and price still trumping purchase decisions. Many businesses have also begun to focus on sustainability in their communications, but many don\u2019t transmit this claimed belief into their other business practices. This creates a paradox between what brands say and do, much like with consumers. This phenomenon has been noticed and named \u2018greenwashing\u2019. It is turning consumers off brands and their sustainability communications. Sustainability has grown in importance \u2013 yet, over half of consumers don\u2019t believe claims from brands. 50% of respondents think sustainability is a status symbol for brands. 72% believe each of us has a personal responsibility to act in a sustainable way. 63% believe brands should play an active role in solving world issues (e.g., climate change, health crisis, etc.).  56% state they are aware of the negative impact technology has on the environment. 55% would like access to more information about how brands make and transport their products. 32% claim to always choose the most sustainable option, regardless of price. 12% claim they trust what brands say about their environmental policies and carbon footprint. 34% claim they will always buy new forms of technology without hesitation, even though they know it\u2019s bad for the environment. 39% claim they research the best product for the environment before making a purchase. Key Considerations: People believe it\u2019s a personal responsibility to act sustainability \u2013 over brands and governments. Despite people\u2019s sustainability values, the rising cost of living is going to impact how much they can buy sustainable products. The majority of people don\u2019t believe brands\u2019 suitability claims. Consider how your brand can gain people\u2019s trust from being more transparent or offering them simple actions. For brands the implications are: First, to empower and inform consumers to help them make small changes. Help consumers to understand how they can make a difference in the battle against climate change at an individual level and help them feel empowered to act. This should dispel the notion that environmentally-responsible behaviour is only accessible to the wealthy, and champion a form of sustainable inclusivity that gives everyone a chance to make a difference. Make sure it\u2019s simple for customers to do and understand. Second, to acknowledge imperfections and promote net improvements. Almost every activity, particularly in business, has a carbon impact. Whilst businesses and consumers will never be able to completely erase their carbon footprint, we can improve our net output. Brands that acknowledge this, that are upfront and honest about their environmental efforts, will avoid the pitfalls of greenwashing as well as having a more positive impact on the planet. This can help position the consumption of your brand as a genuinely positive act rather than one that risks damaging not just the environment but also a customer\u2019s social status. And third, to Demonstrate that caring is cool. Capitalize and reinforce the link between environmentally-friendly behavior and social status, which is expected to grow stronger in the years to come. Using the behavioral science phenomenon of social proof, brands can embed the idea that environmentally-friendly behaviors are socially acceptable and the norm, which undermines the idea that making changes to help the environment comes at a financial and social cost.","report_button_title":"Click to access the source report","report_button_url":"http:\/\/bit.ly\/3nhCxP1"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/trends-cpt\/5574","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/trends-cpt"}],"about":[{"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/types\/trends-cpt"}],"author":[{"embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/media?parent=5574"}],"wp:term":[{"taxonomy":"trend-keywords","embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/trend-keywords?post=5574"},{"taxonomy":"trend-themes","embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/trend-themes?post=5574"},{"taxonomy":"trend-categories","embeddable":true,"href":"https:\/\/trends.tuio.ro\/edition\/2023\/wp-json\/wp\/v2\/trend-categories?post=5574"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}