Author: Ettie Etela

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.

The Power of Women: Driving Sustainable Change

March 2025, By Katie Brown

As the main shopper in my household, I spend a lot of time thinking about what we buy – sometimes too much time. From debating which “eco-friendly” washing detergent actually works to feeling guilty about the number of snack wrappers my son goes through in a week, sustainability is always on my mind. Like so many other women, I try my best to make responsible choices, but let’s be real – life is busy, and we can only do so much. That’s why I believe big companies need to step up. We’re making the effort, but if businesses don’t make sustainable choices easier and more affordable, how can we be expected to carry this burden alone?

This article serves as a follow-up to last year’s article, Bridging the Gender Gap in Sustainability Communication, where Ettie explored women’s growing influence in sustainability efforts. Our latest 2025 SDSS findings reaffirm that women of all ages are prioritising ethical and sustainable choices more than ever before. While younger generations are particularly vocal, women across all age groups are making conscious decisions that impact the environment. However, many women remain critical of their own sustainability efforts and feel that larger forces -brands, businesses, and policymakers – must do more.

The Purchasing Power of Women

Women’s purchasing power is undeniable. Across the UK, women make the majority of household consumption decisions, giving them immense influence over which brands and products thrive. Our study found that women are more likely than men to consider sustainability in their purchases, yet they often feel frustrated by a lack of accessible and transparent options.

Interestingly, many women feel an increasing sense of responsibility when it comes to sustainable shopping, often leading the charge in making more eco-conscious choices for their households. However, they also express frustration that businesses are not making it easier for them. Many feel that companies should be doing more – whether through better product design, clearer labelling, or more sustainable supply chains – to enable truly impactful change.

Bridging the Gap: How Businesses Can Support Women’s Sustainability Efforts

1. Authentic and Inclusive Communication

It’s not enough for brands to simply claim they are sustainable – women want transparency and authenticity. Companies should clearly communicate their sustainability efforts and, most importantly, acknowledge the role of women in driving change. Recognising and validating their efforts can encourage more engagement and advocacy.

2. Women-Centric Sustainability Initiatives

Beyond marketing, brands need to develop tangible initiatives that cater specifically to women. This could mean designing more sustainable product options that fit women’s needs, supporting female-led sustainability projects, or providing incentives that make sustainable choices more affordable and practical.

3. Continuous Research and Adaptation

Consumer attitudes towards sustainability are constantly evolving. Within just two years, we’ve seen a shift in how people think about their environmental impact – from a focus on practical actions to a deeper, more existential concern. Staying informed through research like the SDSS is crucial for brands that want to remain relevant and responsive to women’s changing needs.

The Future of Women’s Impact on Sustainability

With women playing a critical role in shaping household consumption, their advocacy for sustainable products and ethical business practices has the power to drive real change. But for this change to be truly effective, brands and businesses must listen, adapt, and take meaningful action. Women are ready to make a difference, now, it’s time for the corporate world to meet them where they are.

At MM-Eye, we are committed to helping organisations understand and support women’s sustainability journeys. Our latest Say Do Sustainability Study provides crucial insights into how businesses can engage with female consumers in a way that is authentic, impactful, and forward-thinking.

To learn more about our findings and how we can help your organisation create a lasting impact, contact MM-Eye today at info@mm-eye.com or use the form below to book a consultation.

Women are leading the charge for a better future. The question is – who’s coming with us?

Redefining AI: The Shift from Buzz to Business-Centric Strategies

March 2025, By Vitalija Narstyte

The Big Data & AI World event in London is an essential platform for industry leaders, innovators, and decision-makers. This year, the event took a different direction from last year’s focus on generative AI. While the last couple of years witnessed a surge of interest in creative language models and automated content generation, this year’s discussions shifted towards the broader strategic integration of AI into business ecosystems, highlighting responsible deployment, data governance, and the practical challenges of scaling AI initiatives.

In my view, this shift represents a welcome change in the way we approach AI. The reduced emphasis on sensationalist, instant rewards favouring a more holistic, long-term growth strategy is refreshing and necessary for sustainable innovation.

From Hype to Holistic Integration

In recent years, generative AI has dominated headlines, sparking excitement about its potential to transform creative processes and revolutionise content creation. A prime example was the widespread media frenzy surrounding ChatGPT, where bold claims suggested that this tool would immediately replace human creativity and streamline content production overnight, a promise that ultimately proved more hype than reality.

However, as the market matured, stakeholders began to recognise that AI’s true value lies not simply in its ability to generate content but in its capacity to drive significant business outcomes. This year, the event’s key themes reflected this shift, focusing on integrating AI within the existing technological landscape. Discussions ranged from the necessity of a robust data infrastructure to the ethical considerations that must underpin any successful AI strategy.

As someone who has followed these developments closely, I believe that moving away from the hype allows us to focus on AI’s real-world challenges and opportunities.

Strategic Priorities in the Evolving AI Landscape

Several strategic priorities emerged as central themes at the event. First and foremost was the necessity for sustainable and scalable AI strategies. Industry experts emphasised that while generative AI has its place, the broader business value now hinges on operational excellence and integrating AI-driven insights into everyday decision-making. The emphasis on operational integration signals a maturation in the AI landscape, where the focus shifts from experimental applications to long-term strategic planning.

Another significant trend discussed was the rising importance of data governance and ethical AI. With increasing regulatory scrutiny and public concern over data privacy, companies are more than ever compelled to ensure that their AI systems are transparent, secure, and compliant with emerging standards. I believe this focus on ethics and governance represents a necessary evolution, aiming to build a good reputation and customer trust.

Implications for Businesses

The insights from this year’s event carry significant implications for businesses. Companies are encouraged to adopt a more nuanced approach to AI implementation that balances the pursuit of innovation with the practicalities of integration, security, and compliance. The shift away from a singular focus on generative AI means businesses must invest in comprehensive data strategies, ensuring that their data assets are reliable and well-governed. Furthermore, the evolving landscape necessitates upskilling the workforce. As AI becomes more embedded in day-to-day operations, employees at all levels must be equipped to interpret and act on AI-driven insights.

How MM-Eye Can Help

At MM-Eye, we recognise that navigating the complexities of today’s AI landscape requires more than merely adopting the latest technology, it calls for a strategic, holistic approach. Our expertise in data intelligence and analytics uniquely positions us to assist your business in harnessing the power of AI. We collaborate closely with you to design bespoke strategies integrating advanced AI solutions into your existing workflows. Whether you are just beginning your AI journey or seeking to scale your current initiatives, MM-Eye offers customised insights and end-to-end support to drive sustainable business growth.

If you are interested in learning more about how tailored AI solutions that transform your operations and pave the way for long-term success, contact us today at info@mm-eye.com or use the form below to book a consultation.

Are We Entering the “Villain Era” of Corporate Responsibility

March 2025, By Ettie Etela

I never thought that in 2025, social and environmental sustainability would be considered countercultural. But over the past year, there has been a noticeable shift in the political and corporate climate. Whether it is corporations rolling back their environmental goals or large organisations scaling back their Diversity, Equity, and Inclusion commitments, it feels as though momentum is slowing in areas once seen as non-negotiable for progress.

Just last week, BP announced that it would roll back its investments in renewable energy and will instead focus on gas and oil investments. BP revealed that it would be increasing investment into gas and oil projects by about 20% to £7.9 billion a year, and decreasing its funding for renewables by more than £3.9 billion. Similarly, in recent months, numerous prominent U.S. companies have scaled back their Diversity, Equity, and Inclusion initiatives, influenced by political pressures and legal challenges. Notably, in January 2025, McDonald’s announced significant changes to its diversity practices, including eliminating aspirational representation quotas and discontinuing its Supply Chain’s Mutual Commitment to DEI pledge. Other major corporations such as Ford, Lowe’s, Boeing, and Harley-Davidson have also reduced their DEI efforts in response to external pressures. This retreat from sustainability and inclusivity goals raises serious questions: Is this a passing phase, or are we witnessing a fundamental shift in corporate priorities?

One of my colleagues recently joked that we are living in a “villain era,” a phrase that made me laugh but also made me want to cry. At MM-Eye, we do not mind being held to high cultural standards. In fact, we believe in them. Social and environmental responsibility for us is not a corporate trend to follow, it is the right thing to do. More importantly, our research shows that consumers still believe it is the right thing to do as well.

Consumers Are Still Holding Brands Accountable

Our upcoming Say Do Sustainability Study (SDSS), set to be released later this month, highlights just how important these issues remain to consumers. People are concerned, they are paying attention, and they are voting with their wallets. Consumers want brands, businesses, and governments to make it easier for them to act sustainably, and they expect companies to commit to doing the right thing.

While some businesses might feel emboldened to prioritise short-term profit over long-term responsibility, this approach carries risks. Research shows that consumers have long memories when it comes to corporate missteps. A study from qualtrics found that 64% of consumers will stop buying from a company after just one bad experience, and 80% will share their negative perceptions with others. When brands backtrack on commitments to sustainability and inclusivity, the impact on trust and loyalty is not easily repaired.

A Short-Term Trend or a Long-Term Risk?

While populist movements may continue to influence corporate decision-making over the next few years, consumer expectations are unlikely to wane. At MM-Eye, we know from our research that consumers understand their power they are aware that where they spend their money matters. Companies that choose short-termism over long-term positive impact may soon find that consumers hold them accountable in ways they did not anticipate.

The question is not whether sustainability and inclusivity still matter, it is whether brands will continue to listen.

My Reason for Optimism

Despite the challenges, I remain hopeful. The state of the world can feel overwhelming, but through our work at MM-Eye, I have the privilege of speaking to engaged, informed consumers who still care deeply about making positive change.

It is a reminder that the loudest voices in the room right now are not always the most representative. And for every business scaling back its commitments, there are others forging ahead, committed to doing the right thing, not just because it is good for PR, but because it is what their customers expect and demand.

I am proud to work for a business that prioritises positive change. I believe that businesses that stay true to their sustainability and inclusivity commitments will thrive in the long run.

If you would like to learn more about our Say Do Sustainability Study (SDSS) and how consumer expectations are evolving, contact us at info@mm-eye.com or use the form below.