Category: Insight

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.

World Mental Health Week: Putting People First in an Uncertain World

May 2025, By  Vitalija Narstyte

As we mark World Mental Health Week, the conversation around well-being feels more vital than ever. The world in 2025 is emotionally complex – climate anxiety, economic uncertainty, conflict, and social isolation are no longer occasional stressors but are often part of our everyday lives. Amid this backdrop, the line between our work and personal lives has blurred, making the need for genuine human conversations about mental health more urgent and relevant than ever.

We All Have Mental Health – Let’s Talk About It

Mental health doesn’t only apply to those diagnosed with anxiety or depression. We all carry it with us, and it fluctuates throughout our lives. According to the World Health Organisation, 1 in 4 people globally will experience a mental health issue at some point in their lives. In the UK, around 1 in 6 working adults report experiencing a common mental health problem, like stress, low mood, or burnout, at any given time. The mental health crisis is not just a statistic on a spreadsheet – it’s someone you know. It’s the colleague who turns their camera off during meetings. It’s the friend who’s suddenly quiet in group chats. It’s us when we feel overwhelmed, under pressure, or emotionally disconnected.

Mental Health at Work – The Quiet Reality

Work can offer purpose, structure, and a sense of belonging, but it can also be a significant source of stress, particularly when mental health isn’t openly acknowledged or supported. Many employees navigate high expectations, tight deadlines, and constant pressure to “be on,” often without the tools or space to manage emotional strain. However, mental health at work isn’t just a performance issue – it’s a human one. Creating a mentally healthy workplace means fostering an environment where people feel able to express vulnerability, ask for support, or say, “I’m not okay,” without fear of judgment. When we normalise these conversations, we build trust, and that trust is the foundation for genuine well-being and long-term resilience.

What We’re Doing at MM-Eye

At MM-Eye, we know we can’t be agents of positive change in the world unless we start with our people. That’s why we’ve taken meaningful steps to build a culture where mental health is talked about, supported, and valued.

As a 100% employee-owned business and a certified B Corp, we’ve embedded care and collaboration into our DNA. Through our “Positive Change” initiative, we support team members through well-being groups, peer-assisted learning, and open conversations around mental health. From book clubs and social games to our Partner PAL program, which pairs team members for personal and professional support, we aim to create an environment where connection is the norm, not the exception. We know mental health is personal, so our approach must be too.

A Shared Responsibility

World Mental Health Week reminds us that mental health isn’t just a once-a-year topic. It’s every day, every interaction. Whether you’re a leader, a teammate, a client, or a friend, we all have a role to play in making our environments more compassionate and human.

If you’d like to learn more about how MM-Eye supports mental well-being and how we can help your organisation do the same, get in touch at info@mm-eye.com or use the form below to book a consultation.

Green Menus and Savvy Diners: How Consumer Demands Are Reshaping UK Restaurants

May 2025, By  MM-Eye

In recent years, the UK’s casual dining sector has found itself at a crossroads, caught between the rising expectations of environmentally conscious consumers and the operational realities of running accessible, affordable restaurants. As sustainability becomes a central concern for both diners and businesses, the casual dining industry is being reshaped by a collective effort to reduce its environmental footprint without compromising on quality or experience.

Casual dining, which bridges the gap between fast food and fine dining, is a staple of the UK food scene. Chains like Zizzi’s, Wagamama, and Bill’s, alongside a growing number of independent eateries, have long catered to a broad audience with relaxed atmospheres and moderately priced meals. However, the pressure to become more sustainable has intensified amid growing awareness about climate change, food waste, and ethical sourcing.

Food waste is a big challenge faced by casual dining restaurants and eateries with approximately 1 million tonnes of food annually in the UK. Much of this comes from overproduction, spoilage, or uneaten food left on customers’ plates.

Carbon footprint of ingredients is something that more and more consumers are aware of, from imported avocados to beef burgers, the carbon intensity of ingredients is under scrutiny. Consumers are increasingly interested in lower-impact, locally sourced, and seasonal produce.

We are seeing sustainable shifts in how the casual dining sector operates

Despite the challenges, many casual dining businesses are taking meaningful steps toward sustainability with a few examples being…

• Wagamama is offering vegan, lower-impact alternatives of its most popular dishes, as well as aiming for 50% of its menu to be plant-based
• Many restaurants are increasingly prioritising ingredients from UK farmers and suppliers who practice sustainable agriculture and ethical treatment of animals
• Technology is also playing a role in minimising waste, with specific tools helping kitchens monitor inventory and even selling surplus food at a discount
• Compostable packaging, reusable containers, and deposit-return schemes are replacing single-use plastics across many chains

Change driven by consumers

Consumers, especially Millennials and Gen Z, are key drivers of this transformation. Our Say Do Sustainability Study (SDSS) highlights that a significant portion of UK diners actively seek out businesses with green credentials with some willing to pay more for sustainable options. Transparency, whether through carbon labelling, sourcing information, or sustainability reporting, is increasingly valued.

What does the future hold

The road to sustainability in casual dining is far from smooth. Rising costs, staff shortages, and inflation pose ongoing threats to profitability, making it difficult for some businesses to invest in greener practices. However, with growing public pressure, government initiatives, and the long-term benefits of sustainable operations, the sector is poised for further innovation.

In a time where dining choices also reflect broader values, casual dining is not just about convenience and comfort, it’s becoming a statement of environmental responsibility. As sustainability moves from trend to standard, the future of casual dining may well lie in its ability to serve both good food and a better planet.

As highlighted by the latest SDSS findings, understanding consumer behaviour is essential for those operating in the casual dining sector and 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.

Confessions of a Reformed Fast Fashion Girlie (Kind Of)

April 2025, By Katie Brown

Because changing the world shouldn’t mean giving up cute clothes.

Let’s be real – I’ve clicked “add to cart” on Shein more times than I’d like to admit. The dopamine hit of getting a haul for the price of a Pret sandwich? Tempting. Too tempting. And yeah, I’ve worn outfits once, posted the pics, and then shoved them to the back of my wardrobe like they were radioactive. Because apparently, wearing the same thing twice on Insta or a night out is some kind of fashion crime (???). I grew up with that idea – outfit repeats were a no-go if there was even a chance someone might clock it.

Fast forward a few years, and something’s shifted. The guilt of those throwaway fits is louder. The landfill piles are higher. And the “new new new” culture feels a bit… tired?

Fast Fashion’s Real Cost

We all love a bargain, but fast fashion has some not-so-cute consequences. The fashion industry is responsible for around 10% of global carbon emissions – more than aviation and shipping combined. And according to MM-Eye’s 2025 Say Do Sustainability Study (SDSS), most of us do care. We want to make more sustainable choices. But the reality? It’s complicated.

Sustainable brands are often priced out of reach. The fit and quality might be better, but when you’ve got £30 to your name, are you really going to drop £100 on a top?

We’re trapped between good intentions and glossy Zara checkouts. It’s not always about not caring – it’s about access, habit, and the pressure to constantly be seen in something new.

What’s Actually Going On Behind the Seams?

That £5 dress isn’t cheap for no reason. Many fast fashion items are made in factories where workers face low wages, unsafe conditions, and long hours. And the environmental impact? We’re talking chemical runoff, water pollution, and mountains of waste.

In the UK, approximately 350,000 tonnes of clothing are sent to landfill each year. That’s about 30% of our unwanted clothing, equating to around £140 million worth of used but still wearable clothing.

So… what can we actually do?

Step One: Rethink What “Sustainable” Means

Sustainability isn’t about being perfect. It’s about being a little more thoughtful, a little more curious. Ask

• Where was this made?
• Who made it?
• Where will it end up?

Start small. Repeat outfits. (No one actually cares as much as you think – and if they do, that’s on them.) Sell that “one-time wear” on Vinted or eBay, or donate it before it disappears into wardrobe purgatory. Give your clothes a second (or third) life.

Step Two: Get Creative with Your Clothes

Some quick wins:

• Buy second-hand. It’s serious right now – whether you’re scrolling through Vinted or browsing your local charity shops, there are absolute gems waiting to be found. Shopping second-hand massively cuts down on emissions and keeps perfectly good clothes in circulation.
• Mend or upcycle instead of tossing. Visible mending is actually a trend. Yes, really.
• Look for better fabrics – organic cotton, bamboo, hemp, linen, or recycled materials are all gentler on the planet.
• Wash less, air more. Laundry eats up energy – cool washes and fewer cycles help your clothes and the Earth last longer.
• Swap with your friends. Honestly, fashion swaps should be a night out of their own.

Step Three: Support the Brands Doing Better

There are brands trying to do things right. They’re transparent about their supply chains, they pay fair wages, and they make pieces that last.

And don’t forget – the most sustainable outfit is the one already in your wardrobe.

A Final Note on Doing What You Can

This isn’t a call-out. It’s a call-in. I still get tempted. I still slip up. But I’m learning to pause and ask questions before I buy, and to actually wear the stuff I own like I mean it.

Because sustainable fashion? It’s not just eco-warriors and minimalist wardrobes. It’s for all of us trying to do a bit better, without losing our personal style – or our minds.

So yes, I’ve been that fast fashion girlie. But now, I’m also the one re-wearing the same blazer for the fifth time, scrolling Vinted instead of ASOS, and finally donating that dress that never fit quite right.

Imperfect progress is still progress. And that’s worth showing off – maybe even on Instagram.

If you’d like to learn more about SDSS or how our insights can support your business, get in touch at info@mm-eye.com or use the form below to book a consultation.