Author: Katie Brown

MM-Eye Insight Lens: Holiday Special

August 2025, By Nicola Church

When you’re booking a holiday abroad, what’s on your mind first? Sunshine? Sightseeing? Good food? Price?

For many UK holidaymakers, sustainability is creeping onto that list too – but not in the way you might think.

71% of people now want to see information about a trip’s sustainability before they book. That’s a big majority.

Holidaymakers are now more conscious about the sustainable impact of their travel than ever before. But, when we asked what factors are very important to them when they make their holiday choice, far fewer mention either environmental or social sustainability.

So yes – people care. But when it comes to choosing between two holidays, the picture gets a little messy.

That’s why we use our Brand Choice Model in this year’s Say Do Sustainability Study to help us figure out which factors really make the difference when travellers decide on one holiday over another – and which brands they choose to travel with.

Sustainability can drive choice – but only if brands approach it the right way.

1. We don’t want to think about it – Holidays are for relaxing. They’re for having fun, exploring, and spending time with friends and family. Consumers are thinking about sustainability in their everyday lives, and when they’re on holiday, they want it built into the trip so they can feel good, without lifting a finger.
2. Give us a choice – Whatever they’re buying, when it comes to sustainability, they want transparency. No fluff. No vague promises. People want to see real action and real results. Give travellers easy-to-understand options so they can customise their trip based on their own sustainability values.

Why this matters for brands
Sustainability isn’t just a “nice extra” anymore. Done right, it can be a genuine brand differentiator—helping you win more bookings and build stronger loyalty.

To learn more about how sustainability can help travel companies to drive brand choice, download your FREE special holiday edition of MM-Eye’s Insight Lens here: Downloadable Reports – MM-Eye. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation

What’s Next for Sustainable Packaging? Three Trends to Watch

August 2025, By Vitalija Narstyte

Sustainable packaging is not just a future goal – it is happening now and changing how brands operate. What was once a niche goal is now a key strategy, driven by stricter regulations and consumers who are more vocal about what they want (and what they will not accept).

This year, three themes are shaping the sustainable packaging trends: paperisation, reuse & refill, and smart packaging.

Paperisation – disappearing packaging solution.

In 2025, paper stepped into the spotlight. But not the type we scribble notes on. This is a new generation of paper-like materials designed to replace flexible plastics – think sturdy cardboard trays, moulded fibre containers, and even sachets made from seaweed. The idea sounds simple: use rigid, recyclable fibre instead of complex plastics. But the impact is anything but small. According to Packaging Europe, “paperisation has taken over brands’ portfolios” across food, beauty, and shipping.

One of the more intriguing developments is the rise of seaweed-based packaging. When I first encountered this, my initial thought was, why seaweed? It turns out that seaweed is an ideal material: it is fast-growing, regenerative, and requires no fresh water or fertiliser. Seaweed packaging has been appearing at stadiums, festivals, and cafés, and it is something people discuss, share, and feel good about using.

At the same time, industry giants across retail, food, and personal care are reconsidering their entire materials mix. While we will not always see the specifics on the shelf, behind the scenes, there is a strong push to develop packaging made from agricultural waste, hemp fibre, sugarcane pulp, and even daisy stems. I find it exciting to see this innovation from large companies because when they change, it affects millions of products and people. I look forward to the day when my everyday items – whether it is a cereal box, skincare bottle, or takeaway tray – come in more innovative and sustainable packaging as standard.

Refill & Reuse – packaging as a service

The refill and reuse model is becoming the blueprint for a smarter, more circular packaging system. With regulations tightening across Europe and the UK, the days of single-use everything are numbered.

Some of the biggest names in retail are taking this seriously, focusing on refill stations, returnable containers, and reusable packaging designed for real-world, high-volume use. Supermarkets like Tesco and Waitrose have trialled in-store refill zones for groceries and household staples. Even Coca-Cola has committed to increasing the share of drinks sold in returnable or refillable bottles.

What I find interesting is how this shift is encouraging brands to reimagine packaging not just as a container, but as a service. Instead of something we dispose of, packaging is becoming something we refill, return, and even cherish for longer. As a beauty enthusiast myself, I’ve been particularly pleased to see brands and retailers in that sector leading the way. Space NK, for example, has introduced refill stations and return schemes, making it easier for customers to recycle and reuse beauty product packaging.

Smart Packaging to reduce waste

Sometimes the most exciting innovations are not the ones we can see or touch – they are the ones quietly working behind the scenes to reduce waste before it even begins.

Researchers are currently developing battery-free sensors and tags that can detect food spoilage in real time. These intelligent materials can trigger the release of natural antioxidants or antimicrobial agents to slow decay. One prototype has been demonstrated to extend the shelf life of fish by up to two weeks without the need for electronics embedded in the food chain.

At the same time, we are witnessing advances in AI-powered sorting systems, digital watermarks, and smarter on-pack labels that can help identify and separate materials with much greater accuracy. Machine learning now takes on the heavy lifting, helping to increase recovery rates and reduce contamination when recycling.

As someone who often feels overwhelmed by how much waste can result from just a weekly shop, the idea that packaging could become proactive and actually help to preserve food, improve recycling, and reduce landfill waste excites me and fills me with optimism about the future.

Looking at these trends, it is clear that packaging is no longer just a functional necessity; it is a key signal of brand values and consumer trust. And with sustainability becoming part of everyday decision-making, the shift we are observing across materials and formats feels both exciting and essential.

If you would like to explore how your packaging strategy aligns with consumer expectations, our Say-Do Sustainability Study can help. Get in touch at info@mm-eye.com or use the form below to book a consultation.

Why Revisiting Existing Data Can Spark Fresh Insight

August 2025, By MM-Eye

In the effort to get on top of strategic goals, organisations often charge ahead, constantly collecting new data to answer evolving questions. The reality is that many of the answers we are searching for are already hiding in plain sight within the data we have already gathered.

At MM-Eye, we believe that re-examining what you already have is one of the most underused tools in the insight toolkit. We call this approach Resight, a methodology built around finding new meaning in existing data.

The Problem Is not a Lack of Data, it’s Underused Data

Every business has it: survey results from past campaigns, customer journey mapping exercises, sales figures, NPS trackers, internal feedback. Often, this information was collected to solve a specific problem at a specific point in time. But markets move. Priorities shift. New questions emerge.

Revisiting that data with fresh eyes often reveals more than we expect. The context has changed. So should our interpretation.

One insight leader told us recently, “We keep gathering data like magpies, but we rarely stop to ask what we could learn from what we already have.” That stuck with us. Because it’s not just a budget issue (though that matters too), it’s about making smarter use of what’s already in your reach.

Why Looking Back Helps You Move Forward

The value of revisiting your existing data is  in perspective. When you pair old datasets with new questions, business priorities, or contextual insight, you often uncover:

• Shifts in customer attitudes over time
• Emerging behavioural patterns you hadn’t noticed before
• Misalignments between internal assumptions and actual data
• Gaps that can be plugged without launching a full research programme

Good for Budgets, Great for Strategy

Let’s be honest, budgets are tight, and no one has time to waste. The beauty of reusing and reframing existing data is that it makes insight work harder for you. It also makes your future research sharper, because you’ve already squeezed all the juice from what’s in front of you.

Our Resight approach at MM-Eye is designed to help organisations uncover what they don’t yet know, from what they already do. We combine expert interpretation, behavioural understanding, and rigorous analysis to revisit your data through a new lens. Think of it as a virtual insight workshop that quickly gets to the heart of new opportunities or lingering blind spots.

And no, this doesn’t mean giving up on fresh research, it just means starting from a smarter place.

A Complement to (Not a Replacement for) New Research

New research still matters. But if you haven’t exhausted the insight already at your fingertips, you risk reinventing the wheel or overlooking cost-effective ways to advance.

That’s why we think Resight is most powerful when it works hand-in-hand with traditional methodologies—using existing insight to fine-tune what you really need to explore further.

From Data Overload to Decision-Ready Insight

So, if your team is sitting on a mountain of data but struggling to make it work for today’s decisions, it’s worth asking:

• What questions could we re-ask with old data?
• What hidden patterns have we overlooked?
• What could we learn in two weeks that could reshape our thinking?

At MM-Eye, we’re passionate about turning overlooked insight into powerful strategy. If you’d like to discover how Resight could help you unlock fresh thinking from what you already know, we’d love to talk.

Contact us at info@mm-eye.com or use the form below to book a consultation.

Sustainability Matters, But So Does Honesty

July 2025, By Nicola Church

In recent years, sustainability has evolved from a niche concern to a mainstream priority. Companies are increasingly eager to showcase their environmental credentials by launching eco-friendly products, publishing carbon neutrality goals, and integrating “green” messaging into their marketing strategies. But as sustainability claims multiply, so does consumer scepticism. Consumers are now aware of, and wary of, greenwashing.

So, what exactly is greenwashing?

Greenwashing is where brands or organisations make misleading or exaggerated environmental claims – often to cover up or divert attention away from their less sustainable practices.

With increased consumer engagement in sustainability, authenticity is more important than ever for brands. Once met with enthusiasm, vague or superficial environmental messaging is now often met with scrutiny. According to NielsenIQ, 77% of consumers say they will walk away from a brand that is guilty of greenwashing – and once trust is lost, it is hard to regain. For brands, this can translate into reputational damage, loss of market share, and potentially legal risks.

What’s changed? Brands used to get away with it!

Quite simply, we care more, and it’s human nature that we don’t want to be lied to.

As we have become more engaged with sustainability, we understand more and feel empowered to question and scrutinise claims being made by brands. With just a few clicks, buyers can investigate a company’s sustainability reports. If a brand’s actions don’t align with its promises, it’s no longer a private concern – it’s a public conversation. Consumers are no longer passive recipients of messaging; we are active fact-checkers, reviewers, and influencers.

Not only do we have access to information, but we’re also asking harder questions of brands: Is this company truly reducing its environmental impact, or is it simply offsetting emissions? Is this product made sustainably, or is the packaging just biodegradable? Whilst this conversation is led by Gen Z and Millennials, as we have seen in our latest Say Do Sustainability Study, the demand for authenticity and transparency is universal, across generations. Consumers are forgiving, but they demand honesty. They don’t expect brands to get everything right, but they do expect brands to be honest about their initiatives and not to hide behind superficial claims.

And finally, regulatory scrutiny is increasing with companies being held to higher standards of proof. This legal pressure will, in time, reinforce what consumers are already demanding: transparent, claim, accurate and verifiable sustainability messaging.

Greenwashing is no longer an option

Superficial sustainability messaging without real action will likely backfire. But the opportunity is equally compelling. Brands that invest in genuine sustainability, can demonstrate the impact of their initiatives, communicate them consistently with authenticity and honesty – will build deeper trust and stronger customer loyalty.

Consumers want to support businesses that align with their values, but they expect honesty, not hype. The future of sustainability isn’t about perfect solutions; it’s about progress, accountability, and trust.

The winners will be those brands who go beyond “green” labels and focus on impact. Storytelling still matters, but it must be grounded in substance. Companies must be prepared to show – not just tell – what sustainability looks like.

If you’re interested in learning more about Say Do Sustainability Study and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

Gen Z and Sustainability: Myth Vs Reality

July 2025, By Tope Alabi

When it comes to sustainability, the popular narrative paints a pretty clear picture: older generations have messed it up, and Gen Z is here to clean it up. Whether it’s climate marches, reusable cups, or TikToks calling out fast fashion hauls, we’re often cast as the eco-conscious heroes of a damaged planet.

But is that what the data really says?

At MM-Eye, our Say Do Sustainability Study (SDSS) tracks how different generations say they feel about sustainability and what they actually do. When we look at Gen Z, the picture is a little more nuanced than the headlines suggest.

Optimism Isn’t Dead , At Least Not for Us

According to SDSS, 55% of 25–34-year-olds say they feel optimistic about the future of the environment. Surprisingly, that’s even higher than the younger half of Gen Z (18–24) and more optimistic than older generations by up to 10%.

So, while you might expect us to be the most doom-and-gloom about the climate crisis, the data shows we’re actually among the most hopeful. That’s a useful insight for businesses who may assume they need to talk to us in apocalyptic terms when, actually, we’re looking for solutions, progress, and proof that action is possible.

Gen Z Wants to Do More, But We Can’t Do It Alone

Alongside optimism, Gen Z leads in intention. We outperform all other age groups when it comes to saying we want to do more to live sustainably, by 17% compared to the 55–64 age group.

So, are we doing it? Well… sort of.

Because here’s where reality creeps in. Let’s talk about Shein. In 2024, an Oberlo study revealed that nearly half of all visitors to Shein’s website globally were aged 18–34. In fact, the biggest group (30%) were 25–34-year-olds—yes, the same group leading in optimism and sustainability intentions.

This might look like hypocrisy, but really it highlights the Say–Do gap. We want to be better. But affordability, accessibility, and convenience still get in the way. If sustainable options are more expensive, less visible, or harder to get hold of, it’s no surprise that even the most values-driven consumers default to what’s easy.

What Gen Z Needs from Brands

We are not lacking in intention but we are short on support. If businesses want to build trust with Gen Z, they need to show up with solutions. That doesn’t mean perfect ESG scores or greenwashing gimmicks. It means:

• Making sustainability affordable and accessible
• Communicating with transparency and authenticity
• Designing products and services that reflect our values, not just your metrics

We don’t need perfection. We need progress.

It’s Not All on Us

If you take one thing from this article, make it this: Gen Z is not perfect. But we’re engaged. And we’re frustrated. We’re tired of being told we’re the solution, while governments and corporations quietly backtrack on their promises.

The SDSS shows that we care. We want to act. But we need brands and businesses to meet us halfway.

If you’re interested in learning more about the Say Do Sustainability Study (SDSS) and how it can help your business understand Gen Z and other values-driven consumers, contact us today at info@mm-eye.com or use the form below to book a consultation.

Digital Twin Truths In Consumer Insight and Sustainability

July 2025, By Ettie Etela

Digital twins are real-time virtual representations of physical systems and are having a moment. Originally used in industries like manufacturing and urban planning, they are now increasingly being explored in retail, healthcare, and even consumer insight. They mirror everything from purchase behaviours to product performance and promise to help brands simulate outcomes, forecast needs, and optimise strategies.

At MM-Eye, we recognise the potential of digital twins as a powerful tool for planning and prediction. However, when it comes to understanding people real, messy, contradictory people, digital twins alone can fall short. Especially in areas like sustainability, where emotion, social signalling, and values often override logic, relying solely on simulated behaviours can result in brands missing the nuance that drives real-world choices.

We believe digital modelling is a valuable part of the insight toolkit. But it is not a substitute for understanding how people actually feel, decide, or behave, especially when those behaviours defy expectations.

The Allure of Perfect Prediction

There is no doubt that digital twins offer powerful potential. The idea of mapping a consumer’s journey, predicting how they will respond to different offers, and refining experiences in real time is exciting. For operational efficiency, supply chains, and even product testing, digital twins are transformative.

That said, the real world of human behaviour isn’t always rational. And that is particularly true when it comes to sustainability.

Consumers might click ‘yes’ on a survey about wanting ethical products, and then choose the less sustainable option at checkout. They might express deep concern for the planet, but still book a long-haul holiday. They might insist they want less packaging, but still reach for the items wrapped in plastic because it ‘feels cleaner.’

Why Behavioural Science Still Matters

We know that people don’t always make decisions based on logic or cost–benefit analysis. We are influenced by context, cognitive load, default options, emotional framing, and social norms. These factors are hard to simulate and often invisible in digital models.

Daniel Kahneman’s dual-system theory reminds us that much of our decision-making is fast, intuitive, and emotionally driven (System 1), not slow and considered (System 2). Digital twins, by nature, tend to model behaviours that look like they come from System 2: rational, consistent, and explainable. But that’s not how most consumer choices are made, especially when they involve trade-offs between values and convenience.

That is why we consistently see what we call the Say–Do gap in our research: what people say they care about versus what they do in practice. This is particularly stark in the realm of sustainability, where good intentions often meet real-world friction.

The Say-Do Gap: Where Digital Models Fall Short

Our Say Do Sustainability Study (SDSS) tracks this gap across a wide range of categories, from fashion to food to travel. What we find is that consumers are emotionally invested in sustainability, but their behaviour doesn’t always follow suit. Not because they are lying, but because they’re navigating a complex mix of identity, habit, accessibility, and social signalling. No digital twin, no matter how well-trained, can fully replicate that kind of internal tension.

Take packaging, for example. A digital twin might show a consumer who repeatedly selects eco-friendly products. But in reality, that same person might abandon those choices the moment the design feels unfamiliar or the recyclable materials don’t stack neatly in the fridge. These are subtle, often subconscious factors but they matter.

Why Real People Still Matter

At MM-Eye, we use tools like ThoughtScape™ to explore how consumers react in the moment, capturing unfiltered, top-of-mind responses. It’s not about what they think they should say, it’s about what really comes up. That’s where the most meaningful insights lie.

Digital models can tell you what someone might do. Qualitative insight helps you understand why. And when you pair both approaches thoughtfully, you get the most complete picture of your audience.

Understanding consumers as more than data points, as people with contradictions, values, and emotional blind spots, is not just good ethics. It’s good business.

Simulation with Connection

Digital twins are useful, efficient, and a brilliant tool in the growing research and innovation toolkit. However, they are most effective when paired with deeper, behavioural understanding. Brands that want to lead on sustainability, drive long-term loyalty, and connect on a deeper level need to go beyond simulation. They need insight that listens, interprets, and respects complexity.

At MM-Eye, we combine advanced tools with behavioural science to bridge the gap between what people say, what they do, and what they actually need. No matter how sophisticated the technology becomes, real connection still starts with real people.

If you are interested in learning more about The Say Do Sustainability Study, ThoughtScape™ or any of the other insights we specialise in to help businesses and brands connect to real consumers, contact us today at info@mm-eye.com or use the form below to book a consultation.

A Crunchy Challenge for a Greener Future

July 2025, By MM-Eye

The production and packaging of savoury snacks contribute to several environmental concerns. Many savoury snacks rely on ingredients that often require intensive farming practices, including high water usage, synthetic fertilisers, and monocropping, which can lead to soil degradation and biodiversity loss.

Snack production involves multiple stages of processing, such as washing, frying or baking, flavouring, and packaging – all of which consume significant energy. Transporting raw ingredients and final products adds to the carbon footprint.

Most savoury snacks are sold in multi-layered plastic or foil packaging that is difficult to recycle. This non-biodegradable waste contributes to growing landfill problems and marine pollution.

Moving Toward Sustainable Snacking

In recent years, manufacturers have responded to consumer demand for more sustainable options by rethinking how savoury snacks are made and marketed:

• Sustainable Sourcing of Ingredients: Brands are increasingly partnering with farmers who use regenerative agriculture practices. This includes crop rotation, reduced tillage, and integrated pest management, all aimed at preserving soil health and biodiversity.
• Plant-Based and Upcycled Ingredients: There’s a shift towards using legumes, pulses, and even vegetables like beetroot or seaweed, which often require fewer resources to grow. Upcycled ingredients made from food waste or byproducts are also gaining traction, reducing pressure on agricultural systems.
• Greener Packaging Innovations: Companies are experimenting with compostable, recyclable, and biodegradable packaging materials. Some, like paper-based wraps or bio-based plastics, offer hope for reducing landfill waste, though infrastructure for recycling these materials remains limited in many regions.
• Local and Low-Impact Production: Regional sourcing and localised production facilities can help cut down on transportation emissions. Some artisanal or small-scale snack brands prioritise shorter supply chains and transparent sourcing.

The Conscious Consumer

Consumers play a critical role in the push for sustainability.  More people are scrutinising product labels, looking for certifications like Fair Trade or Organic, and supporting brands with a clear environmental mission. The trend toward mindful snacking with smaller portions, ingredient awareness and less waste is encouraging manufacturers to keep up or risk losing market share.

Understanding consumer behaviour is crucial for brands aiming to thrive in the increasingly sustainability-conscious snacks market. MM-Eye’s latest Say Do Sustainability Study (SDSS) offers valuable insights into UK consumer perceptions of leading savoury snack brands and their sustainability efforts. The study explores how these perceptions shape consumer behaviour and highlights key opportunities for brands to better align with evolving customer expectations.

At MM-Eye, we specialise in uncovering meaningful consumer insights that help brands forge stronger connections with their audience. Whether you’re looking to refine your sustainability messaging, develop products that truly resonate, or gain a deeper understanding of what your customers care about, our expertise will ensure your brand stays relevant and competitive. Discover how our insights can support your brand’s journey toward a more sustainable future.

We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation.

Do Consumers Really Want Sustainable Travel?

June 2025, By Caleb Bendrey

Sustainable tourism: small changes, big impact
Many tips for sustainable tourism are relatively simple to integrate into holiday plans. Swapping single-use plastics for reusable water bottles and cups, or disposing of waste responsibly and respectfully, are easy wins. If you’re planning to explore nature on foot, sticking to designated paths and following guidance from local caretakers helps protect local ecosystems and wildlife.

At MM-Eye, we know from speaking directly with consumers that these small actions matter. They are part of personal responsibility, but also increasingly part of how people judge the brands, destinations, and services they choose to support.

Avoiding the crowds, helping the planet
Over-tourism remains a concern, and frankly, nobody enjoys being trapped in a busy tourist hotspot. Choosing to travel outside of peak seasons or picking a quieter, sustainably run destination doesn’t just improve your holiday experience, it also supports the local community and infrastructure.

Our consumer insight work, highlights that more travellers are considering these factors when planning their breaks. As pressure on global destinations increases, awareness of travel’s impact is likely to grow, and expectations of brands will grow with it.

Looking local: travel doesn’t have to mean far-flung
One easy way to engage with sustainable tourism is to look closer to home. The UK alone offers a wide range of beautiful and fascinating places to explore. Local travel reduces emissions and pollution, can save money, and allows holidaymakers to invest in local communities all while cutting out the need for air travel.

As seen in our SDSS data, this idea of “staycations with purpose” is gaining traction, especially among younger consumers who are weighing sustainability more heavily in their decisions. Brands and destinations that acknowledge this shift are better placed to retain trust and loyalty.

Eco-tourism: where education meets exploration
Eco-tourism is a nature-based form of travel that aims to strengthen the positive effects of tourism while reducing the negatives. It prioritises experiences that support conservation and foster genuine connections with local cultures and communities. From luxury eco-lodges to budget-friendly, nature-first options, it’s a segment of the industry that continues to grow and consumer interest with it.

Our research at MM-Eye supports this trend. Consumers are increasingly curious about how they can explore the world without contributing to its harm and are looking for travel brands that can guide them in that.

Sustainability matters for travel companies, too
Sustainable tourism isn’t just about individual actions; it’s also about what companies do. Many hotels are reducing single-use plastics, introducing recycled or compostable materials, and taking measurable steps to lessen their footprint. But it’s not enough to act, brands also need to communicate those actions clearly.

This is where insight becomes essential. SDSS includes a deep dive into consumer attitudes toward travel companies, revealing the growing importance of sustainability credentials when making booking decisions. Consumers are paying attention, and they remember who is walking the walk.

Closing the say–do gap
At MM-Eye, we specialise in understanding the gaps between what people say they care about and how they act especially when it comes to sustainability. If you are in the travel or tourism sector, now is the time to align your actions with your messaging and make sustainability a meaningful part of your brand strategy.

Want to understand how travellers view your sustainability efforts or what you should focus on next?
Contact us at info@mm-eye.com or use the form below to book a consultation.

The Sustainability Conversation Is Not Dead, But the Disconnect Is Real

June 2025, By Ettie Etela

Earlier in the year, in my article, I asked if we were entering the “villain era” of corporate responsibility. It felt like the tide was turning, DEI commitments were being quietly shelved, environmental targets watered down, and companies that once led the charge on sustainability were suddenly going quiet.

Fast-forward to mid-2025, and things haven’t exactly moved in the right direction. Governments have missed global climate goals. Countries including the UK and Germany have backtracked on key net-zero targets. Major brands continue to scale back or delay sustainability initiatives, some quietly, others more openly.

And yet, amid all this regression, something hasn’t changed: consumers still care.

That’s not just anecdotal. It is something we have tracked wave-on-wave through our Say Do Sustainability Study (SDSS), now in its third year. Despite the political pushback, the climate fatigue, and the cost-of-living pressures, the public still shows strong concern for environmental and social issues. What has changed is how complex their choices have become.

Consumers Still Say They Care. So Why the Disconnect?

Sustainability as a conversation is still very much alive, especially among younger generations. Gen Z, in particular, continues to view climate responsibility, inclusivity, and ethical business as essential, not optional. However, as we have seen in the latest SDSS wave, there remains a sharp disconnect between intention and behaviour.

People say they want to make sustainable choices, but when it comes to everyday decisions, price and convenience win out. This is not hypocrisy. It’s frustration. In a world where sustainable options often come with a premium or added effort, many consumers feel stuck between what they want to do and what they can do.

Even as brands step back, consumers are still looking forward.

We are at a point where the burden of sustainability has been quietly shifted onto individuals, while systems and institutions ease off the gas. And the gap this creates, the Say–Do gap, is widening, not closing.

Why This Still Matters for Brands

Brands that assume consumer values are weakening because actions don’t immediately match will misread the room entirely.

What we see through SDSS is that people are watching more closely than ever. They want brands to lead, not lecture, and to help make sustainable choices easier, more affordable, and more visible.

And when brands backtrack? People remember.

Those who continue to embed sustainability into their offering, even when it’s not trending, are more likely to retain long-term trust. Purpose doesn’t need to be loud. It just needs to be consistent.

Listening Harder, Responding Smarter

That’s why we’re launching our new insight series, Cracking the Consumer Code, starting with a webinar on  Why Consumers Do One Thing and Say Another. It’s not about blaming consumers for the Say–Do gap, it’s about understanding the real-world pressures behind it and helping brands build smarter, more empathetic strategies.

Because in this moment when the conversation feels quieter in boardrooms, but louder in living rooms we need insight that goes deeper. Beyond stated intention. Beyond sentiment tracking. Towards a more human, grounded view of what drives decisions.

The Future Still Hinges on Action

If we mistake consumer constraint for disinterest, we risk missing the real story. People haven’t stopped caring about sustainability, they have just been asked to carry the weight of it alone for too long. And now more than ever, they’re looking for brands to walk the walk.

So no! The sustainability conversation isn’t dead. But if we want to stay part of it, we need to shift how we listen, how we measure, and how we lead.

Join us as we unpack this more in our first webinar, and in future waves of SDSS. Because one thing is clear: this is still one of the most important conversations we can have.

Click here to join our webinar:  https://live.zoho.com/xkcf-kbw-dzd

If you’re interested in learning more about the Say Do Sustainability Study and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.