Category: Insight

Sipping Sustainably: Booze, No-Booze, and the Future of Drinking

September 2025, By Katie Brown

The drinks world is having a bit of an identity crisis. On one hand, people still love their wine, beer, and spirits. On the other, more of us are reaching for low- or no-alcohol alternatives than ever before. Add in a growing obsession with sustainability, and suddenly your choice at the bar feels less like a habit and more like a statement.

The NoLo Boom

Low- and no-alcohol (aka NoLo) drinks are no longer a niche for “designated drivers.” They’re stylish, tasty, and surprisingly popular. The global market is growing at around 6% a year, fuelled by health-conscious, eco-minded drinkers. It’s not just beer either – you can now find sparkling wines, botanical spirits, and craft-style lagers that happen to be alcohol-free.

What’s interesting is that this sober shift often comes hand-in-hand with sustainability. Many NoLo brands are proudly local, use lighter packaging, and build their image around being greener. Choosing not to drink can suddenly feel like a lifestyle choice for both body and planet.

But Alcohol Isn’t Going Anywhere

That said, traditional booze isn’t disappearing – it’s just adapting. Producers know the pressure is on to cut waste, emissions, and excess packaging:

• Winemakers are lightening bottles, slashing carbon tied up in glass.
• Brewers are recycling water, switching to renewable energy, and experimenting with greener ingredients.
• Distilleries are finding second lives for by-products – think biofuel, fertiliser, even powering their own operations.

The end goal? A pint or a cocktail you can enjoy without the side order of environmental guilt.

Why It Matters

Alcohol production is tightly bound to nature. Grapes, grains, hops, and botanicals are all sensitive to shifting climates. Too hot, too wet, too dry, and suddenly your favourite drink is harder (or pricier) to make. That’s why sustainability isn’t just marketing spin – it’s survival strategy.

In that sense, the rise of NoLo is helping set the pace. By pushing for innovation and reshaping what “drinking” means, it’s nudging the whole industry to think more carefully about its footprint. Meanwhile, established players are scaling up green initiatives out of necessity.

The Takeaway

Whether you’re pouring a zero-alcohol spritz or a full-bodied red, the future of drinking is looking lighter, greener, and more thoughtful. Sustainability isn’t a passing trend – it’s the common thread tying both sides of the market together.

In short: you’ll still get your buzz if you want it, but you’ll probably get a healthier planet along with it.

At MM-Eye, we can help your brands navigate exactly these kinds of shifts – whether that’s understanding how consumers balance indulgence and moderation, or what sustainability really means to different audiences. With more people rethinking their relationship with alcohol and demanding greener choices, there’s never been a more important time to listen carefully and act decisively. By blending sharp consumer insight with a deep understanding of changing markets, we can help drinks brands – alcoholic or alcohol-free – find their place in this new, more sustainable future.

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

The Two Faces of Sustainability: Local vs Global Action

September 2025, By Nicola Church

Ask ten people in the pub what sustainability means, and you’ll probably get ten different answers – and probably a lively debate. For some, it’s as simple as recycling more or buying local veg at the farm shop. For others, it’s all about the big stuff – cutting carbon emissions, saving the oceans, and fixing climate change. The truth is, there’s no single definition – it’s personal, messy, and shaped by what you care about most.

Neither side is wrong. We just approach it differently. So, why do people lean local or go global? And what does that mean for brands trying to sound genuine when they talk about sustainability?

The Appeal of Local Sustainability

Local action feels tangible. When someone shops at a farmer’s market, visits a repair café, or volunteers at a local litter pick, you can literally walk past the results later. There’s a strong sense of community pride and personal contribution.

In our latest Say Do Sustainability Study, we found that older consumers in particular lean towards more local sustainable actions. There is a common misconception that older generations are disengaged from sustainability and do little to lead a sustainable lifestyle. While this may be true for some, it’s far too broad a generalisation for an entire generation. It’s true that they may be less vocal or involved than Gen Z, but they have a broader perspective on sustainability, which influences their approach and actions.

Their approach tends to emphasise practical, hands-on solutions such as gardening, reducing waste, and supporting local businesses, often rooted in a desire to preserve the environment for future generations.

Psychologically, local sustainability appeals because it provides:

• Visibility of impact: Where cynicism about sustainability initiatives exists, the tangibility of being able to see the impact of your actions appeals.
• Trust and authenticity: It’s easier to believe in the farmer down the road than some faceless global organisation.
• Cultural resonance: “Supporting our own” has deep social and emotional roots, and many people like to feel they’re protecting their immediate environment.

Local sustainability tends to click with people who value community, love supporting small businesses, and want their efforts to feel personal and close to home.

The Pull of Global Sustainability

Then there are the big-picture thinkers – the ones looking beyond their own street. For them, sustainability isn’t just about what’s happening in the neighbourhood; it’s about fixing massive, borderless problems: climate change, deforestation, plastic pollution, energy systems – the lot.

What makes global action compelling is:

• A sense of scale: Big issues need big solutions.
• Scientific credibility: Global frameworks like the UN’s Sustainable Development Goals give structure and legitimacy.
• Shared responsibility: People drawn to global sustainability often see themselves as part of a collective human duty.

This outlook tends to resonate with younger generations (especially Gen Z), NGOs, policymakers, and global brands – basically anyone who sees themselves as a citizen of the world.

Why People Prefer One Over the Other

It mostly comes down to what makes you tick. If you want control and visible results, you’ll probably lean local. If you care about fairness and big-picture solutions, global sustainability might be more your thing.

Neither is “better”; they’re just different, and it often depends on how you see yourself.

Of course, plenty of people mix both – maybe you shop local and care about climate change – but usually, one instinct is stronger than the other, and it shapes how you spend your money, time, and attention.

What It Means for Brands

If brands want to sound credible when they talk about sustainability, they need to speak to both mindsets.

• For the local-minded: Show you’re part of the community. Use local suppliers. Support neighbourhood initiatives. Tell the human stories – the farmers, the employees. People want to see the faces behind the change.
• For global-minded audiences: Demonstrate how you’re tackling the big stuff. Transparent reporting, ambitious climate targets, and alignment with global sustainability standards are key. These audiences want proof that the company is serious about big-picture change.

The best brands balance the two. For example, Marks & Spencer talk to both sides through visible, authentic initiatives. Every time a customer shops at M&S with their Sparks card (customer loyalty scheme), M&S donates 1p to a charity of their choice – an initiative that has immediate, local, and tangible benefit. Simply by shopping at M&S, customers feel like they are making a difference to their local community. Alongside this, M&S tackle the bigger issues. Their Plan A – a bold, multi-year sustainability programme with 100 commitments across themes like climate change, zero waste, sustainable raw materials, and fair partnerships – includes measures that resonate well beyond the UK and speak to consumers with a global mindset.

Sustainability Isn’t a One-Size-Fits-All

It’s personal. It’s cultural. It depends on what you care about and where you feel you can make the most impact. Some people want to see change on their street. Others want to tackle problems across the planet. And honestly? We need both.

For brands, the opportunity lies in recognising those differences – and building strategies that speak to both the heart and the head.

Whether you’re planting a tree in your local community garden or campaigning for international climate policy, it’s all part of the same story: people trying to leave the world just a little better than they found it.

You can download the FREE 2025 Say Do Sustainability Study at www.mm-eye.com/sdss-report or contact us today at info@mm-eye.com

Fighting the fraudsters! The truth about online panel respondents and how you can fight back

September 2025, By Debbie Fitzpatrick

Can you trust your research data?

If it’s been collected via online panels, the significant increase in fraudster infiltration means the answer is most probably… NO.

But surely, if you see a list of the following, it should give you confidence that the panel provider can assure you of quality?

• Digital Fingerprinting
• Encryption to Tamper-Proof Links
• Cash-out ID Verification
• Geo-IP Flagging
• Invisible reCAPTCHA
• Logical Inconsistencies, including scrutiny of profiles
• Device / Account Duplication
• Location & Browser Spoofing
• 3 Intelligent Data Quality Layers
• AI Analysis of Open-End Text Questions
• Auto-Translation Detection
• Pattern Recognition Technology
• Red Herrings in place
• In-Depth Forensic Analysis
• Regulated by ISO, GDPR, and local data privacy laws

Unfortunately, the answer is still NO. Based on our experience, it’s just not enough to stop fraudsters from completing your surveys.

So, what can you do?

You must work with a research provider who is fully abreast of the issues of data quality and undertakes stringent quality control checks – both manually and via automated processes.

At MM-Eye Ltd, we believe that on average 40% of the completes we achieve via panels are not genuine. In some markets and with some panel providers, it’s as high as 90%. You might doubt that, but we have the removals to prove the claim.

Our team spends a significant amount of time checking and verifying that we have genuine respondents with valid responses. We never want to deliver data to our clients that we can’t be confident in.

The situation is getting worse, and our industry knows it. But what can you do to ensure robust, high-quality data?

There are only two things you can do:

1. Work with research agencies who can outline in detail what their automated and manual checking processes are when it comes to data collected via online panels – and expect to see a cost associated with that.

They need to:

• Validate responses against hard facts such as buyer profiles and sales figures
• Validate responses against logic such as mean responses, historic data, and the quality of written verbatims (i.e., both vocabulary expectations for the audience and language of origin)
• Be prepared to remove completes they don’t trust – and deal with the backlash that sometimes ensues from providers
• Be prepared to extend fieldwork to obtain genuine responses
• Carry out thorough data integrity checks and share their findings with you before sending a final report
• Share their expertise with others within the industry for the benefit of all

2. Work with panel companies who acknowledge that, even though they have cutting-edge technology, it’s not enough to stop fraudulent participants.

Ensure they:

• Don’t pretend the issue isn’t as widespread as it is
• Don’t challenge you when you remove completes that fail your quality checks
• Don’t stop fieldwork because the IR is lower than they calculated due to removal rates
• Collaborate with you to improve understanding and tackle the issues
• Support you in designing surveys that fraudsters cannot easily complete (without upsetting genuine respondents)
• Invest time, effort, and money in trying to stay ahead – while acknowledging that fraudsters may still be ahead of the game
• Share their knowledge and findings with the industry for the benefit of all

At MM-Eye Ltd, we are committed to sharing our knowledge and experience on this topic.

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

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.

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.