Category: Insight

The Power of Women: Why Brands Need to Wake Up and Smell the Mascara

July 2025, By Katie Brown

Let’s be honest, if women had a dollar for every time a brand misunderstood them, we’d have… well, the $31.8 trillion in spending power we’re already controlling. That’s right. As of 2024, women are not just running the world emotionally, logistically, and nutritionally (via packed lunches and dinner plans) we’re also commanding the lion’s share of discretionary spending. And it’s only going up.

Yet, bafflingly, brands still seem to think “marketing to women” just means pink packaging and a token mum in yoga pants. Please.

This Is Not Just a “Female” Thing Anymore

Women’s influence on consumer spending is expanding far beyond the beauty aisle or family supermarket shop. We’re making the calls on everything from hybrid SUVs to smart home tech. But here’s the kicker: most brands still approach women like we’re one homogenous group. Newsflash – we’re not. We’re diverse, nuanced, busy, and maybe just a little tired (but still fabulous).

Between 1997 and 2019, 68% of new jobs in the EU went to women, and 31% of those were in high-paid roles. We’re not just entering the workforce; we’re upgrading it. Which means we’ve got more income and more decision-making power. Brands? Take note.

Digital, But Make It Useful

Women are thorough. Before we buy, we research. (Let’s face it, we’ve all fallen down the Pinterest rabbit hole trying to find “just the right” lamp or skincare serum.) Instagram, Pinterest, and TikTok aren’t just social platforms – they’re modern-day shopping malls, influencers are our personal shoppers, and yes, 86% of us are using social media to suss out our next purchase.

Want our business? Find us where we hang out digitally – and please don’t insult us with lazy stereotypes or #sponsored nonsense that screams “trying too hard”.

Oh, and just FYI: 71% of Pinterest users are women. It’s where ideas (and purchases) are born.

Representation Matters – But Make It Real

Here’s the thing: we want to see ourselves in your ads — but not as the perpetually stressed mum doing laundry while Dad grills sausages. In 2022, 66% of ads with women still showed them in domestic settings. Only 7% showed us in professional roles. That’s not empowerment – that’s a time warp.

And while women feature more often in ads now, it’s not just about quantity — it’s about authenticity. We want to see ourselves as we really are – ambitious, funny, multitasking queens – not just a before-and-after skincare story.

Sustainability Isn’t Just a Trend – It’s a Value

Women, especially younger ones, are putting their money where their morals are. Ethical consumption is on the rise, and women are leading that charge. We’re more likely to be critical of our own sustainability efforts (classic), but also hopeful and action oriented. We believe in small changes adding up – like switching to biodegradable bin bags or ditching brands that don’t give a toss about the planet.

So if you’re not factoring ethical values into your product and brand story? You’re already behind.

Loyalty: It’s Emotional (Like Everything Else We Care About)

Women define brand loyalty differently. We don’t just stick with a brand because it works – we stay when it feels right. We want an emotional connection. If you get it wrong (read: if you ghost us with bad service, or greenwash us), we’re out. But if you get it right? We’re yours for life – and we’ll tell our friends, our group chat, and possibly the whole PTA.

Brand loyalty isn’t just about rewards cards. It’s about trust, values, and showing up consistently. Especially across online and offline touchpoints – because yes, we shop everywhere.

So, What Should You (Yes, You) Do?

1. Know your audience. And no, “women aged 25-45” isn’t good enough.
2. Use real insights, not assumptions. We’re not just mums. Or millennials. Or “aspirational.” We’re people.
3. Meet us where we are. Online, in stores, on Instagram – and emotionally.
4. Show us real women. Not airbrushed ideals or stereotypes. Actual, relatable, aspirational-yet-attainable women.
5. Live your values. And we’ll back you with our wallets.

Still Unsure? Get Yourself ThoughtScape

At MM-Eye, we’ve developed ThoughtScape™, our AI-powered tool that taps into the emotional connection between consumers and brands – because it turns out the secret to making a woman buy your product isn’t just a discount code. It’s understanding what really matters to her.

So if you want to stop guessing and start engaging? ThoughtScape’s where the magic happens.

In Summary: Women are powerful. We’re intentional. We’re digitally savvy, ethically driven, emotionally connected, and more than ready to back brands that actually get us.

So don’t just talk to us. Understand us.

And if you’re serious about actually doing that -not just ticking a pink box – get in touch with MM-Eye. We’ve got the tools, the insights, and the sass to help you connect with women in a way that actually works.

We’re here. We’re listening. Are you?

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.

Considered Purchases: One Journey; many paths

June 2025, By Nicola Church

If you think about everything you’ve bought in the last month, you’ll know that some purchases were quick to make. Like which sandwich to buy at lunchtime or which toothpaste to add to your weekly shop. These are impulse purchases where the decision was easy because you’ve done it before, the cost is relatively low, and the decision won’t result in significant consequences.

On the other hand, there were probably some decisions which took a bit longer – perhaps you pondered over whether to buy a new dress or wanted to buy a new dishwasher and then realised how much research was needed into different (and sometimes pointless!) new features. Any decision that takes time, emotional involvement, and financial commitment is a considered purchase. It’s not just about cost – it’s about care. From designer goods to consumer electronics, these are the purchases that involve careful research, emotional tension, and often, brand trust.

One Journey, Many Paths

Not everyone enjoys the journey to a considered purchase – some thrive, enjoying the research and looking at every option; others hate it and want to make a purchase as quickly as possible. Our research uncovered five unique personas that define how people approach considered purchases:

• Cautious: Prone to stress, needs clarity and reassurance
• Anticipator: Loves the research journey and seeks joy in the process
• More to Life: Wants efficiency, values time
• Just Do It: Decisive and goal-driven
• Impulsive: Emotion-led, especially in luxury categories

What makes this even more complex is that personas can shift depending on the product category. Thinking back to our earlier example, a buyer might be impulsive about a new dress but highly cautious about buying a new dishwasher.

Emotion Drives the Experience

Beyond logic and research, considered purchases are deeply emotional, and if brands fail to acknowledge these emotional touchpoints, they risk losing customers halfway through the journey.

In this month’s Insight Lens, we explore each persona in depth, uncovering how brands can support each persona effectively by tailoring their messages, platforms, and purchase experiences. We provide clear guidance on the nature of messages, preferred research, and purchase channels to tailor an experience that taps into the emotional needs of each persona.

Why It Matters More Than Ever

In the UK alone, billions spent each year on considered purchases such as holidays, consumer electronics and luxury goods, meaning the stakes for getting this right are huge. The difference between a lost lead and a loyal customer could be as simple as the right message at the right moment. In a noisy market, understanding your customers’ emotional and practical needs isn’t just a nice-to-have – it’s a competitive advantage.

To learn more about Considered Purchases, download your FREE copy of MM-Eye’s latest 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.

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.

The Conscious Consumer: Understanding Those Who Act

June 2025, By Nicola Church

WHO ARE THE MOST CONSCIOUS CONSUMERS?
MM-EYE identifies six distinct segments of sustainability engagement. At the top of the pyramid are the Well-Informed Enthusiasts – 7% of UK adults who lead the charge in sustainable living. They recycle, rethink travel, and actively engage in environmental discussions. Yet even they feel overwhelmed, unsure whether their actions are enough, and call for greater corporate and governmental accountability.

These consumers are educated, action-oriented, and emotionally invested – but frustrated by inaction around them.

 WHAT ABOUT EVERYONE ELSE?

Most consumers fall somewhere in the middle – between the most conscious consumers and the 18% who remain unengaged. The remaining 73% want to do more, but face barriers:

• 29% feel overwhelmed on where to start
• 27% don’t want to sacrifice their existing lifestyle
• 18% lack time to make sustainable decisions

Each group has different motivations and obstacles. To influence behaviour, brands must tailor their messages, not just amplify them.

 WHAT DOES THIS MEAN FOR BRANDS?

Sustainable branding is at a crossroads. Consumers are increasingly savvy and sceptical – they expect proof, not promises. MM-Eye’s Say Do Sustainability Study offers an understanding of how your brand’s actions align with consumer perceptions and how we can drive real, sustainable behaviour change. The brands that succeed will be those that:

• Align communications with real, transparent actions
• Address specific consumer barriers (time, knowledge, motivation)
• Enable small, achievable steps toward sustainability

 Let’s stop asking whether sustainability matters. It does. The real question is: Is your brand doing enough – and does it show?

To learn more about The Conscious Consumer, download your FREE copy of MM-Eye’s latest Insight Lens here Downloadable Reports – MM-Eye and look out for our free webinar, on 9^th July, as we crack the sustainability code. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation.

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.