While the environmental emergency is on everyone’s mind, many consumers are still struggling to adopt a more sustainable lifestyle. In its latest report, Kantar looks at how to reduce the persistent gap between consumers’ intentions and their actual behavior.
Kantar has identified several profiles of people. The aim is to help brands better identify the action levers likely to trigger changes in behavior.
The Changemakers
The most active and militant group, Changemakers not only adopt responsible behaviors, they also seek to draw others into their wake.
“They believe they can get other people on board. They are the most likely to reduce their carbon footprint and get involved through campaigns or community actions,” explains Kantar.
Their commitment is constantly evolving. “They are tireless in their quest to do more. Always on the lookout for brands aligned with their values, they want to go further in their practices and adopt new behaviors.”
The Commited
This cohort is aware of environmental issues, yet ready to act at their own level.
For them, “environmental issues are among the greatest challenges facing the world. They believe that they can make a difference through their individual choices, which in turn motivates them to adopt sustainable behaviors.”
Brands need to show them in an authentic way how they can help make the world a better place.
The Strivers
Rather young (generally in their forties or younger), Strivers are willing to pay …
