Category: Insight

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

April 2025, By Nicola Church

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

WHY DOES THE SAY-DO GAP EXIST?

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

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

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

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

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

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

HOW CAN BRANDS CLOSE THE GAP?

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

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

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

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

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

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

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

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

Can Ethical Consumerism Save Us From Running Out of Chocolate?

April 2025, By Vitalija Narstyte

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

The Looming Cocoa Crisis

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

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

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

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

Social Shifts and the Future of Chocolate

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

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

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

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

Consumer Awareness and Action

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

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

Knit Everyday Challenge: Building Habits and Raising Awareness One Stitch at a Time

April 2025, By Vitalija Narsyte 

In a unique approach to community involvement and personal wellness, the Alzheimer’s charity has launched a “Knit Every Day in March” challenge. This initiative encourages knitters of all skill levels, from novices to experienced craftspeople, to engage with their needles and spend a few moments each day practicing their craft. The challenge serves as a creative outlet and a means to foster awareness and support for Alzheimer’s research, providing participants a daily chance to relax, concentrate, and contribute to a significant cause.

At MM-Eye, we strive to embody our values. Since people are one of our core pillars, I decided to take on a personal challenge by joining the Knit Every Day in March Challenge. As a business, we continuously seek ways to build stronger connections and foster community.

Bringing Your Whole Self to Work

At MM-Eye, our commitment to people extends beyond professional development, we actively encourage everyone to bring their whole selves to the work we do. Whether it’s creative passions, charitable efforts, or personal goals, we believe that individuals thrive when they feel supported to pursue what matters to them. This people-first approach not only contributes to well-being but also enriches our culture, creating a workplace that celebrates individuality, empathy, and shared purpose.

The Knit Everyday challenge is just one example of how personal passions can intersect with a wider impact. In supporting causes we care about and embracing activities that bring us joy and focus, we strengthen our sense of community both within and beyond MM-Eye. When we say our people are one of our pillars, we mean it in every sense, from valuing their professional insights to championing their personal journeys.

A Creative Outlet with Tangible Benefits

Knitting is inherently therapeutic. The rhythmic act of forming each stitch not only helps to quiet a busy mind but has also been shown to improve focus and reduce stress. Engaging in this repetitive, creative process offers an escape from everyday pressures, allowing you to slow down and connect with something tangible and rewarding. Beyond mental clarity, knitting also sharpens fine motor skills and can be a cognitive exercise. Some studies have shown that hobbies like knitting can even delay the onset of dementia.

Knitting also serves as a bridge between generations. The craft has been passed down in many families as a cherished tradition, linking grandparents, parents, and children through shared techniques and stories. I learned how to knit from my grandmother as a child. Although I found it a bit boring then, I picked it back up in adulthood and still have fond memories of us knitting together. It is often a topic of conversation between my grandmother and me now.

How Did the Challenge Go?

I am happy to report that I managed to knit every day in March. Even on the busiest days, when I could only squeeze in a couple of rows, I kept the momentum going. After a winter filled with long-term projects, I found myself in a bit of a knitting slump at the end of February. I honestly believe that if I had not taken on this challenge, I would not have knitted nearly as much in March.

To rekindle my passion for knitting, I decided to focus on smaller projects, opting for accessories over full garments while experimenting with techniques I had not tried before. For instance, I tackled colourwork knitting for the first time – a great experience that introduced me to a new world of creative possibilities. This change made my work more engaging and reignited my love for the craft.

I also shifted my attention to gift knitting, finding extra motivation in the idea of creating something special for others, especially when there was a deadline to meet. This approach pushed me to manage my time better, carving out little moments for knitting during my daily routine. Whether it was while commuting, on a short train journey, or even spending half an hour knitting in bed in the morning or evening, I discovered that there was always a bit of time to knit.

Sharing my progress with my local knitting group during our weekly Monday meetups made the challenge more fulfilling. I also shared the experience more broadly, spreading the message about the charity and encouraging others to participate.

Overall, the Knit Every Day Challenge has been a great exercise in building a consistent knitting habit and raising awareness for Alzheimer’s research.

At MM-Eye, our culture is not just about what we do but how we do it. It is wonderful to be part of a team that encourages individuals to live their values in a way that suits them. If you’d like to learn more about our culture and how we put our values into action, please contact info@mm-eye.com or use the form below to schedule a consultation.

SDSS 2025: How Well Does Your Brand Align with Consumer Sustainability Expectations?

Sustainability is an essential factor in consumer decision-making, shaping brand loyalty, reputation, and, ultimately, business success. Consumers today hold brands to higher standards than ever before, demanding transparency, authenticity, and measurable action in sustainability. Despite these clear expectations, a significant gap still exists between consumer desires and brand delivery, creating both a substantial risk and an exciting opportunity.

We are excited to launch today The Say Do Sustainability Study (SDSS) 2025, which explores this landscape comprehensively, providing critical insights to help brands navigate these complex waters. This year’s report draws on the views of over 3,000 UK consumers, offering a nuanced understanding of how sustainability influences perceptions, attitudes, and purchasing behaviours.

Consumer Insights: A Growing Call for Action

Our research highlights a clear sense of urgency among UK consumers. An impressive 82% speak positively about sustainability, yet 53% also express critical perspectives, revealing both enthusiasm and scepticism towards current sustainability practices. Just 6% of UK adults rarely consider sustainability, emphasising growing awareness and concern about climate change and the necessity for individual action.

Around 90% of all UK consumers wish to do more individually to live sustainably, with this sense of urgency particularly pronounced among younger generations, especially those under 35. An overwhelming 83% express a desire to adopt more sustainable lifestyles, highlighting the widespread recognition that immediate, collective action is essential to addressing the climate crisis.

Why SDSS 2025 Matters to Your Business

At MM-Eye, we believe that understanding consumer perspectives on sustainability is not optional, it’s fundamental. SDSS 2025 equips your business with the insight needed to bridge the gap between consumer expectations and your brand’s actions. SDSS provides insights to better understand consumer priorities, allowing you to strategically position your brand to inspire meaningful, positive change.

Transform Insights into Impact

With SDSS 2025, you can deepen your understanding of sustainability through detailed, data-driven insights that reveal precisely what your target audience values most. In benchmarking your sustainability performance against competitors and industry standards, you gain clarity on your strengths and areas for improvement. These insights empower you to authentically connect with consumers, fostering deeper loyalty and lasting brand value through impactful, strategic actions.

Investing in Sustainable Success

Gaining comprehensive, actionable sustainability insights is essential for future-proofing your brand. We understand that every business has unique sustainability goals and constraints, and therefore we have created flexible options to ensure all businesses, regardless of their size or current stage in sustainability, can access these critical insights.

Whether through our detailed Standalone Report at £2,500 (excl. VAT) for immediate insights or via one of our tailored subscription tiers, SDSS 2025 is structured to meet your needs. Subscription packages start from the accessible Basic option (£1,900/year), offering core insights and an individual brand performance report. Our Enhanced subscription (£3,250/year) provides deeper comparative category insights, while the Comprehensive subscription (£4,750/year) delivers full consumer landscape analysis and a dedicated purpose workshop to translate insights directly into strategic actions.

We are committed to making sustainability insights accessible, practical, and impactful for every business. This investment will help your brand confidently navigate sustainability challenges, turn opportunities into strategic advantages, and position you as a sustainability leader.

Lead with Confidence, Drive Sustainable Change

Are you prepared to turn sustainability challenges into strategic opportunities? SDSS 2025 provides the essential insights you need to succeed in a market where sustainability defines business success.

If you’re interested in learning more about SDSS 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 Three Sustainability Actions That Define the Future of Finance

March 2025, By MM-Eye

Sustainability in finance is no longer just a niche area. It has swiftly transitioned into a fundamental expectation for consumers across the UK. The upcoming Wave 3 of the Say Do Sustainability Study (SDSS) provides revealing insights into precisely what consumers value most when it comes to sustainable finance practices.

Recent research clearly demonstrates the extent to which sustainability influences consumer choices. A 2023 survey from Capgemini indicates 79% of consumers have adjusted their purchasing behaviour due to environmental and social factors, highlighting the necessity for financial institutions to fully grasp and respond to these changing expectations.

Supporting Sustainability Initiatives Beyond Core Operations

Consumers today value brands that actively contribute to broader environmental and community sustainability projects. Such external initiatives signal genuine commitment and help establish trust and loyalty among customers, who increasingly seek brands with tangible sustainability credentials. Financial institutions that invest in meaningful sustainability initiatives outside their immediate business operations are likely to see stronger brand equity and long-term customer retention.

Providing Loans to Fund Sustainability Projects

Financial institutions play a crucial role in shaping a sustainable economy. Data from the UK Parliament’s Environmental Audit Committee shows the global market for sustainability-linked debt has now surpassed US$4.2 trillion, reflecting growing consumer and investor demand. Offering targeted loans to fund sustainability projects aligns directly with consumer expectations and positions banks as key enablers of environmental progress. Providing capital for green energy, carbon reduction, and circular economy initiatives presents an opportunity to lead the market while meeting customer demand.

The Shift Towards 100% Paperless Banking

The push towards digital and paperless processes goes far beyond operational efficiency. Consumers interpret this transition as a genuine step toward reducing environmental impact. Online banking, digital statements, and AI-driven customer support reduce reliance on paper, cutting down on waste while improving accessibility. Banks that embrace fully paperless operations send a strong message about their commitment to sustainability, attracting an increasingly eco-conscious customer base.

Understanding Sustainability Expectations Is a Business Imperative

Understanding consumer perspectives on sustainability is no longer optional; it is a business necessity. Financial institutions that actively engage with their customers’ environmental and social expectations are better equipped to build robust, lasting relationships. This enhances brand perception and can ultimately lead to improved customer loyalty and market differentiation.

As we prepare for the launch of SDSS Wave 3, the early indicators already underline the importance of financial brands understanding precisely what consumers expect from sustainable practices. The financial sector, positioned uniquely at the intersection of capital and societal change, has an exceptional opportunity to lead the way in meeting and surpassing these expectations.

If you’re interested in learning more about our 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 Say Do Sustainability Study Wave 3 Coming Soon!  Are You Ready for What’s Next?

March 2025, By MM-Eye

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

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

Why Should Businesses Care?

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

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

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

Introducing the SDSS Brand Index

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

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

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

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

The Power of Women: Driving Sustainable Change

March 2025, By Katie Brown

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

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

The Purchasing Power of Women

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

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

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

1. Authentic and Inclusive Communication

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

2. Women-Centric Sustainability Initiatives

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

3. Continuous Research and Adaptation

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

The Future of Women’s Impact on Sustainability

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

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

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

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

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

March 2025, By Vitalija Narstyte

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

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

From Hype to Holistic Integration

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

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

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

Strategic Priorities in the Evolving AI Landscape

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

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

Implications for Businesses

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

How MM-Eye Can Help

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

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

Are We Entering the “Villain Era” of Corporate Responsibility

March 2025, By Ettie Etela

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

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

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

Consumers Are Still Holding Brands Accountable

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

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

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

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

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

My Reason for Optimism

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

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

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

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

Introducing Insight Lens – Knowledge to empower your decisions

February  2025, By Nicola Church

Being informed, agile, and responsive to shifting consumer trends enables better business. But with so much information out there, where do you start, and how do you make sense of it all, sifting out what’s useful and relevant?

At MM-Eye, we are committed to empowering decision-makers with knowledge, helping our clients navigate an ever-changing world with confidence. As an employee-owned business, our culture is built on collaboration, shared expertise, and a deep responsibility to deliver meaningful insights. That is why we launched Insight Lens, a (free!) series of short, focused, and actionable reports that do the heavy lifting for you.

Each month, we take a deep dive into the key topics shaping the future of business, using the latest market intelligence to cut through the complexity of social and economic landscapes. Our goal is simple, to provide actionable knowledge that helps businesses make informed, forward-thinking decisions that lead to sustainable success.

Coming Soon: The Evolving Consumer Mindset Towards Health & Wellbeing

Next week, we will publish our latest report exploring how consumer attitudes towards health and wellness have shifted, particularly since the COVID-19 pandemic. The self-care movement has accelerated, fuelling the growth of the global wellness sector, now worth $6.3 trillion. With 90% of Brits now engaging in some form of self-care, brands must understand how to respond to evolving consumer needs.

This month’s Insight Lens report will explore key trends shaping the health and wellness market, including:

• Personalisation – What does the demand for increased personalisation mean for access to biometric data? Will consumers be willing to share their data in exchange for more tailored product recommendations?
• Health at Home – As in-home health products and services continue to expand, how can brands strike the right balance between digital convenience and in-person care?
• Digital Apps & Wearables – With the global digital health market valued at $240.9 billion in 2023, what’s next for this rapidly growing sector?
• Sustainable Wellness – Consumers are increasingly looking for science-backed wellness products, but how are they balancing clinical effectiveness with a desire for natural or clean ingredients?
• Wellness from the Inside – Physical and mental health are just one part of the picture. Consumers are becoming more conscious of their nutrition and what they put into their bodies. Where are the opportunities for brands?

What Else Have We Covered?

Through Insight Lens, we have already explored topics that are shaping the consumer landscape, including:

• The Purchasing Power of Women – Key trends around how female consumers are shaping the market, particularly in areas such as sustainability, value, and digital adoption.
• The Mature Consumer Market – Understanding key trends and insights to help unlock the vast opportunities that this underserved market offers.

At MM-Eye, our mission is to provide businesses with the knowledge and confidence to stay ahead of change. If you would like to receive a free copy of any of our Insight Lens reports, contact us today at info@mm-eye.com or use the form below.