Author: Ettie Etela

Why Brand Purpose Matters And Why Consumers Are Paying Attention

May 2025, By Ettie Etela

We are living in a generation of value-driving consumers, and a strong brand purpose is no longer a ‘nice to have’, it is very much expected. Consumers are looking beyond products and prices. They want to know what a brand stands for, what its role is in society, and how it contributes to a better future.

At MM-Eye, our Say Do Sustainability Study (SDSS) shows that UK consumers are becoming more thoughtful and selective. They’re not just buying a product for certain categories and products; they are also buying into a set of values. And they expect brands to back those values up with genuine action.

What Do We Mean by Brand Purpose?

Brand purpose is a brand’s reason for existing beyond profit. It’s the bigger “why” behind what a company does, the positive impact it wants to make on society, the environment, or people’s lives. Purpose gives a brand direction and, when well-communicated, builds a powerful emotional connection with its audience.

Purpose can take many forms. It might be a commitment to sustainability, a mission to improve access to education, a focus on wellbeing, or a drive to challenge inequality. Whatever the cause, consumers want to know that it’s not just a slogan, but something brands are genuinely committed to.

What Our Research Tells Us

Our most recent wave of SDSS reveals a clear trend: consumers are increasingly looking for brands that reflect their personal values.

• A significant number of consumers told us they are more likely to trust brands that clearly communicate their social and environmental commitments.
• Many actively research a brand’s reputation before making a purchase, particularly in sectors like fashion, food, and personal care.
• Younger consumers, especially Gen Z, are especially purpose-driven. For many, alignment with ethical or sustainable values is a dealbreaker.

Consumers are becoming increasingly sceptical of messaging that feels superficial. They want action, as words alone are no longer sufficient. While we often discuss the “say-do gap” from a consumer perspective, it’s also important to recognise that consumers observe this gap in brands. They are savvy at identifying the disparity between what a brand claims to stand for and what it genuinely does.

Why Purpose Builds Value

Purpose is not just about doing the right thing it’s also about doing the smart thing. When integrated into the core of a business, purpose can drive growth, build loyalty, and differentiate a brand from its competitors.

A clear, authentic brand purpose:

• Builds trust – Consumers are more likely to support a brand they believe in.
• Drives loyalty – When people identify with a brand’s values, they stick with it.
• Enhances employee engagement – Purpose motivates teams and attracts talent.
• Supports long-term success – Purpose-driven brands are more resilient and adaptable in a fast-changing market.

Closing the Say-Do Gap

One of the strongest insights from our SDSS is the importance of transparency. Brands that communicate openly about their challenges as well as their successes tend to earn more consumer trust.

That means sharing:

• What your purpose is
• What steps you are taking to live it
• What progress you are making, and where you’re falling short

Purpose isn’t about perfection. It’s about honest progress.

How MM-Eye Can Help

At MM-Eye, we specialise in helping brands understand the gap between what they say and what consumers believe they do. Our Say Do Sustainability Study (SDSS) provides rich insight into how consumers perceive brand purpose and what they expect from businesses in return.

We help organisations measure the effectiveness of their purpose-led strategies and identify the areas where greater alignment and authenticity are needed. Whether you’re refining your sustainability messaging or looking to strengthen your brand’s position in a crowded market, we can help you stay relevant and trusted.

With increasing pressure to act sustainably, ethically, and transparently, brands that don’t define or demonstrate their purpose risk falling behind.

If you’d like to understand how consumers perceive your brand’s purpose or explore how your business can better align with what really matters to your audience, get in touch with us today at info@mm-eye.com or use the form below to book a consultation.

World Mental Health Week: Putting People First in an Uncertain World

May 2025, By  Vitalija Narstyte

As we mark World Mental Health Week, the conversation around well-being feels more vital than ever. The world in 2025 is emotionally complex – climate anxiety, economic uncertainty, conflict, and social isolation are no longer occasional stressors but are often part of our everyday lives. Amid this backdrop, the line between our work and personal lives has blurred, making the need for genuine human conversations about mental health more urgent and relevant than ever.

We All Have Mental Health – Let’s Talk About It

Mental health doesn’t only apply to those diagnosed with anxiety or depression. We all carry it with us, and it fluctuates throughout our lives. According to the World Health Organisation, 1 in 4 people globally will experience a mental health issue at some point in their lives. In the UK, around 1 in 6 working adults report experiencing a common mental health problem, like stress, low mood, or burnout, at any given time. The mental health crisis is not just a statistic on a spreadsheet – it’s someone you know. It’s the colleague who turns their camera off during meetings. It’s the friend who’s suddenly quiet in group chats. It’s us when we feel overwhelmed, under pressure, or emotionally disconnected.

Mental Health at Work – The Quiet Reality

Work can offer purpose, structure, and a sense of belonging, but it can also be a significant source of stress, particularly when mental health isn’t openly acknowledged or supported. Many employees navigate high expectations, tight deadlines, and constant pressure to “be on,” often without the tools or space to manage emotional strain. However, mental health at work isn’t just a performance issue – it’s a human one. Creating a mentally healthy workplace means fostering an environment where people feel able to express vulnerability, ask for support, or say, “I’m not okay,” without fear of judgment. When we normalise these conversations, we build trust, and that trust is the foundation for genuine well-being and long-term resilience.

What We’re Doing at MM-Eye

At MM-Eye, we know we can’t be agents of positive change in the world unless we start with our people. That’s why we’ve taken meaningful steps to build a culture where mental health is talked about, supported, and valued.

As a 100% employee-owned business and a certified B Corp, we’ve embedded care and collaboration into our DNA. Through our “Positive Change” initiative, we support team members through well-being groups, peer-assisted learning, and open conversations around mental health. From book clubs and social games to our Partner PAL program, which pairs team members for personal and professional support, we aim to create an environment where connection is the norm, not the exception. We know mental health is personal, so our approach must be too.

A Shared Responsibility

World Mental Health Week reminds us that mental health isn’t just a once-a-year topic. It’s every day, every interaction. Whether you’re a leader, a teammate, a client, or a friend, we all have a role to play in making our environments more compassionate and human.

If you’d like to learn more about how MM-Eye supports mental well-being and how we can help your organisation do the same, get in touch at info@mm-eye.com or use the form below to book a consultation.

Green Menus and Savvy Diners: How Consumer Demands Are Reshaping UK Restaurants

May 2025, By  MM-Eye

In recent years, the UK’s casual dining sector has found itself at a crossroads, caught between the rising expectations of environmentally conscious consumers and the operational realities of running accessible, affordable restaurants. As sustainability becomes a central concern for both diners and businesses, the casual dining industry is being reshaped by a collective effort to reduce its environmental footprint without compromising on quality or experience.

Casual dining, which bridges the gap between fast food and fine dining, is a staple of the UK food scene. Chains like Zizzi’s, Wagamama, and Bill’s, alongside a growing number of independent eateries, have long catered to a broad audience with relaxed atmospheres and moderately priced meals. However, the pressure to become more sustainable has intensified amid growing awareness about climate change, food waste, and ethical sourcing.

Food waste is a big challenge faced by casual dining restaurants and eateries with approximately 1 million tonnes of food annually in the UK. Much of this comes from overproduction, spoilage, or uneaten food left on customers’ plates.

Carbon footprint of ingredients is something that more and more consumers are aware of, from imported avocados to beef burgers, the carbon intensity of ingredients is under scrutiny. Consumers are increasingly interested in lower-impact, locally sourced, and seasonal produce.

We are seeing sustainable shifts in how the casual dining sector operates

Despite the challenges, many casual dining businesses are taking meaningful steps toward sustainability with a few examples being…

• Wagamama is offering vegan, lower-impact alternatives of its most popular dishes, as well as aiming for 50% of its menu to be plant-based
• Many restaurants are increasingly prioritising ingredients from UK farmers and suppliers who practice sustainable agriculture and ethical treatment of animals
• Technology is also playing a role in minimising waste, with specific tools helping kitchens monitor inventory and even selling surplus food at a discount
• Compostable packaging, reusable containers, and deposit-return schemes are replacing single-use plastics across many chains

Change driven by consumers

Consumers, especially Millennials and Gen Z, are key drivers of this transformation. Our Say Do Sustainability Study (SDSS) highlights that a significant portion of UK diners actively seek out businesses with green credentials with some willing to pay more for sustainable options. Transparency, whether through carbon labelling, sourcing information, or sustainability reporting, is increasingly valued.

What does the future hold

The road to sustainability in casual dining is far from smooth. Rising costs, staff shortages, and inflation pose ongoing threats to profitability, making it difficult for some businesses to invest in greener practices. However, with growing public pressure, government initiatives, and the long-term benefits of sustainable operations, the sector is poised for further innovation.

In a time where dining choices also reflect broader values, casual dining is not just about convenience and comfort, it’s becoming a statement of environmental responsibility. As sustainability moves from trend to standard, the future of casual dining may well lie in its ability to serve both good food and a better planet.

As highlighted by the latest SDSS findings, understanding consumer behaviour is essential for those operating in the casual dining sector and at MM-Eye we specialise in uncovering meaningful consumer insights that help brands effectively connect with their audience. Whether your goal is to refine your sustainability messaging, develop products that resonate, or deepen your understanding of consumer expectations, our expertise will ensure your brand remains relevant and competitive. Discover how our insights can support your brand’s sustainable future – contact us today at info@mm-eye.com or fill out the form below to arrange a consultation.

Confessions of a Reformed Fast Fashion Girlie (Kind Of)

April 2025, By Katie Brown

Because changing the world shouldn’t mean giving up cute clothes.

Let’s be real – I’ve clicked “add to cart” on Shein more times than I’d like to admit. The dopamine hit of getting a haul for the price of a Pret sandwich? Tempting. Too tempting. And yeah, I’ve worn outfits once, posted the pics, and then shoved them to the back of my wardrobe like they were radioactive. Because apparently, wearing the same thing twice on Insta or a night out is some kind of fashion crime (???). I grew up with that idea – outfit repeats were a no-go if there was even a chance someone might clock it.

Fast forward a few years, and something’s shifted. The guilt of those throwaway fits is louder. The landfill piles are higher. And the “new new new” culture feels a bit… tired?

Fast Fashion’s Real Cost

We all love a bargain, but fast fashion has some not-so-cute consequences. The fashion industry is responsible for around 10% of global carbon emissions – more than aviation and shipping combined. And according to MM-Eye’s 2025 Say Do Sustainability Study (SDSS), most of us do care. We want to make more sustainable choices. But the reality? It’s complicated.

Sustainable brands are often priced out of reach. The fit and quality might be better, but when you’ve got £30 to your name, are you really going to drop £100 on a top?

We’re trapped between good intentions and glossy Zara checkouts. It’s not always about not caring – it’s about access, habit, and the pressure to constantly be seen in something new.

What’s Actually Going On Behind the Seams?

That £5 dress isn’t cheap for no reason. Many fast fashion items are made in factories where workers face low wages, unsafe conditions, and long hours. And the environmental impact? We’re talking chemical runoff, water pollution, and mountains of waste.

In the UK, approximately 350,000 tonnes of clothing are sent to landfill each year. That’s about 30% of our unwanted clothing, equating to around £140 million worth of used but still wearable clothing.

So… what can we actually do?

Step One: Rethink What “Sustainable” Means

Sustainability isn’t about being perfect. It’s about being a little more thoughtful, a little more curious. Ask

• Where was this made?
• Who made it?
• Where will it end up?

Start small. Repeat outfits. (No one actually cares as much as you think – and if they do, that’s on them.) Sell that “one-time wear” on Vinted or eBay, or donate it before it disappears into wardrobe purgatory. Give your clothes a second (or third) life.

Step Two: Get Creative with Your Clothes

Some quick wins:

• Buy second-hand. It’s serious right now – whether you’re scrolling through Vinted or browsing your local charity shops, there are absolute gems waiting to be found. Shopping second-hand massively cuts down on emissions and keeps perfectly good clothes in circulation.
• Mend or upcycle instead of tossing. Visible mending is actually a trend. Yes, really.
• Look for better fabrics – organic cotton, bamboo, hemp, linen, or recycled materials are all gentler on the planet.
• Wash less, air more. Laundry eats up energy – cool washes and fewer cycles help your clothes and the Earth last longer.
• Swap with your friends. Honestly, fashion swaps should be a night out of their own.

Step Three: Support the Brands Doing Better

There are brands trying to do things right. They’re transparent about their supply chains, they pay fair wages, and they make pieces that last.

And don’t forget – the most sustainable outfit is the one already in your wardrobe.

A Final Note on Doing What You Can

This isn’t a call-out. It’s a call-in. I still get tempted. I still slip up. But I’m learning to pause and ask questions before I buy, and to actually wear the stuff I own like I mean it.

Because sustainable fashion? It’s not just eco-warriors and minimalist wardrobes. It’s for all of us trying to do a bit better, without losing our personal style – or our minds.

So yes, I’ve been that fast fashion girlie. But now, I’m also the one re-wearing the same blazer for the fifth time, scrolling Vinted instead of ASOS, and finally donating that dress that never fit quite right.

Imperfect progress is still progress. And that’s worth showing off – maybe even on Instagram.

If you’d like to learn more about SDSS or how our insights can support your business, get in touch at info@mm-eye.com or use the form below to book a consultation.

The Say-Do Gap: Sustainable Ambitions vs. Everyday Realities

April 2025, By Nicola Church

How often are you now in conversations with friends and family where someone says, “I’m trying to be more eco-friendly”? Sustainability has become part of the social script – especially among younger consumers – and we’re talking about it more than ever before. Over the past four years, figures like Sir David Attenborough have brought environmental issues into mainstream awareness, with powerful images of turtles entangled in plastic, while Greta Thunberg has highlighted the urgency of the climate crisis. We all now understand that living sustainably is important, and we genuinely want to do better. In fact, our latest Say Do Sustainability Study (SDSS) shows that 94% of UK adults want to lead more sustainable lives. Yet, the reality tells a different story. Many of us continue to shop with brands, such as Shein, which we know fall short on environmental or social responsibilities, often due to affordability. This disconnect between intention and behaviour is what we call the Say-Do Gap.

WHY DOES THE SAY-DO GAP EXIST?

The cost of living continues to weigh heavily on UK consumers. Right now, 79% say it’s the country’s top concern -more than in any other European nation.

After Wave 2 of our Say Do Sustainability Study last year, I wrote Has the cost-of-living crisis killed the sustainability agenda? – MM-Eye about how this financial pressure was affecting sustainable behaviours. I concluded that while the cost of living was clearly influencing choices, the desire to live more sustainably hadn’t disappeared. People still believed in the power of collective action – that individuals can make a difference.

SO, WHAT’S CHANGED IN THE LAST 12 MONTHS?

The challenge is clear: consumers still want to make a difference, but many are struggling to see how real change can happen.

Whilst there’s a sense of hope in the power of individual action, there’s also a growing sense of realism. People understand that true, large-scale progress needs to be led by corporations and governments. Yet, there’s a rising cynicism that these institutions won’t act unless profit is involved – and that’s driving frustration.

Still, despite this, the intention remains. Consumers continue to believe in the power of collective action; even small, individual choices can contribute to something bigger.

HOW CAN BRANDS CLOSE THE GAP?

The million-dollar question remains, why don’t good intentions turn into habits? The short answer is that many of us try to change too much, too quickly, with too little support. Initial enthusiasm fades, and sustainable intentions fail to stick.

In this year’s SDSS report, we applied the Theory of Behavioural Change to explore how brands can drive real, long-term behaviour changes around sustainability. The model highlights three questions consumers must answer yes to before change takes hold:

1. Do others think everyone should do it?
2. Do I want to do it?
3. Is it easy for me to do it?

According to our latest insights, UK consumers are already aligned on the first two—they want to change and believe there’s a societal push to do so. The challenge lies in the third: ease.

To bridge the gap between intention and action, brands must focus on making sustainable behaviours simple, accessible, and cost-effective. That could mean:

• Making existing products more sustainable
• Ensuring sustainable options are affordable and easy to find
• Communicating existing initiatives clearly and transparently

Right now, consumer frustrations are rooted in a feeling that the responsibility to drive change has been placed on individuals. They’re asking brands to do the heavy lifting, so sustainable choices can be easily made, without compromise, driving forward the collective effort.

To learn more about the Say-Do Gap, download your FREE copy of MM-Eye’s latest Insight Lens here Downloadable Reports – MM-Eye and look out for a free webinar, coming soon, talking to our experts in more depth on this topic. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation.

Can Ethical Consumerism Save Us From Running Out of Chocolate?

April 2025, By Vitalija Narstyte

Chocolate, the world’s beloved indulgence, faces an uncertain future. Concerns about a global chocolate shortage have circulated for over a decade. I vividly recall first encountering these warnings back in 2014 and feeling genuinely worried. Since then, these fears have intensified as climate change, diseases affecting cocoa trees, and economic challenges continue to threaten cocoa production. Recent studies and industry reports underscore the seriousness of the situation, prompting many to wonder: Are we truly running out of chocolate?

The Looming Cocoa Crisis

Cocoa, the essential ingredient that gives chocolate its irresistible taste, is predominantly grown in West Africa, especially in countries like Côte d’Ivoire and Ghana. Together, these two nations supply more than half of the world’s cocoa. However, cocoa farming in this region is facing increasing threats that put the future of chocolate at risk.

Climate change has become a major concern, causing temperatures to rise and rainfall to become more erratic. This unpredictable weather is harming cocoa plants, reducing harvests, and leaving farmers struggling to adapt. Experts warn that, unless major changes are made, large areas of cocoa-growing regions could become unsuitable within the next few decades.

Adding to these challenges, diseases are devastating cocoa plantations. Ghana, in particular, has been hit hard by the cocoa swollen shoot virus, which continues to spread rapidly, leaving large areas of farmland damaged or completely unusable.

Another unexpected threat is the rise of illegal gold mining in cocoa-growing regions. Miners clear vast areas of fertile farmland, damaging the land and water sources that cocoa plants rely on. This has significantly reduced cocoa harvests and driven chocolate prices up worldwide.

Social Shifts and the Future of Chocolate

Consumer attitudes towards chocolate are evolving, driven by increased awareness around ethics and sustainability. While chocolate remains one of the UK’s favourite indulgences, shoppers are becoming more conscious about how their treats are sourced and produced. Initiatives such as Tony’s Open Chain, which promotes fair pay and ethical farming practices, demonstrate a growing willingness among UK consumers to support brands prioritising positive social change, even when that means paying more.

At the same time, economic pressures are significantly shaping consumer choices. Rising chocolate prices have prompted many shoppers to opt for cheaper alternatives or cut back on consumption altogether. This shift underlines a challenge for chocolate brands – finding the right balance between affordability and a genuine commitment to ethical and sustainable practices.

Consumer habits have historically contributed to the very issues now threatening the chocolate industry. The ongoing demand for inexpensive chocolate has often encouraged farming practices that prioritise quantity over quality and sustainability. Such pressures have led to environmental damage and economic struggles within cocoa-farming communities, increasing the risk that cocoa could become increasingly scarce in the future.

To secure chocolate’s long-term future, brands must respond effectively to these changing consumer priorities, carefully balancing price, sustainability, and ethical responsibility.

Consumer Awareness and Action

Understanding consumer behaviour is crucial for brands seeking to succeed in the increasingly sustainability-conscious chocolate market. MM-Eye’s latest Say Do Sustainability Study (SDSS) provides valuable insights into UK consumer perceptions of leading chocolate brands and their efforts towards sustainability. The study explores how these perceptions influence consumer behaviours and highlights opportunities for brands to better align with customer expectations.

At MM-Eye, we specialise in uncovering meaningful consumer insights that help brands effectively connect with their audience. Whether your goal is to refine your sustainability messaging, develop products that resonate, or deepen your understanding of consumer expectations, our expertise will ensure your brand remains relevant and competitive. Discover how our insights can support your brand’s sustainable future – contact us today at info@mm-eye.com or fill out the form below to arrange a consultation.

The Say Do Sustainability Study Wave 3 Coming Soon!  Are You Ready for What’s Next?

March 2025, By MM-Eye

Sustainability has quickly become an urgent priority for businesses across all sectors, but understanding exactly what consumers expect has never been more complex or critical. The landscape is shifting rapidly, driven by younger generations, diverse consumer perspectives, and evolving economic realities. Businesses that do not actively engage with consumer expectations risk falling behind in an increasingly sustainability-driven market.

The Say Do Sustainability Study (SDSS) Wave 3, available from 31st March 2025, offers essential insights into the latest consumer attitudes towards environmental and social responsibility in the UK. Surveying around 3,000 UK adults and leveraging advanced tools like ThoughtScape™, the study offers unparalleled depth and nuance, enabling businesses to adapt their sustainability strategies effectively.

Why Should Businesses Care?

Brands today face mounting pressure not just to talk sustainability, but to demonstrably act on it. Consumers are increasingly informed and discerning, demanding clear and measurable actions from companies. Driven by younger generations, particularly Zellenials, consumer expectations around authentic sustainability engagement have significantly intensified. This generational shift, combined with the specific self-scrutiny from female consumers, who emphasise transparency and empathetic communication, makes nuanced sustainability messaging essential.

While there is cautious optimism about progress on environmental challenges, underlying anxiety persists, reinforcing the demand for practical and actionable sustainability strategies. Making sustainability accessible to all consumers, regardless of socioeconomic status, is essential, highlighting the importance of inclusivity and affordability.

Overall, there is a collective commitment across the UK to improved environmental stewardship, presenting brands with an opportunity to lead decisively and inspire widespread positive behavioural changes.

Introducing the SDSS Brand Index

Wave 3 also continues the groundbreaking SDSS Brand Index, offering brands critical insights into how effectively their sustainability efforts match their promises. Understanding your Say Do Gap and how your Positive Action Index compares within your industry could be decisive for your brand’s reputation and consumer loyalty.

The full SDSS Wave 3 report, available from 31st March, provides comprehensive analyses and actionable recommendations tailored to today’s complex sustainability landscape.

Is your business ready to lead, or risk being left behind?

To secure your copy or find out how the SDSS Wave 3 insights can propel your sustainability strategy forward, contact us at info@mm-eye.com or use the form below to book your consultation.