Category: Insight

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.

STEM Needs Women: How Do We Close the Gender Gap?

February  2025, By Vitalija Narsyte 

Women have been pioneers in science, technology, engineering, and mathematics (STEM) for centuries, making groundbreaking contributions that have shaped our world today. The International Day of Women and Girls in Science is a powerful reminder of our invaluable role and the pressing need to bridge the gender gap in STEM careers.

Despite the growing awareness and initiatives to encourage more women to pursue STEM careers, the gender gap remains a significant and urgent issue. Globally, women make up less than 30% of researchers, and gender biases in hiring, promotion, and funding continue to be prevalent. In the UK, women represent only 24% of the STEM workforce, and just 35% of STEM students in higher education are female, highlighting the pressing need to address the gender imbalance in these technical fields.

What’s Holding Women Back?

Societal norms and stereotypes discourage many young girls from pursuing STEM subjects from an early age. Research indicates that girls as young as six years old begin to associate intelligence more with men than women, which can deter them from considering careers in STEM. I was lucky, as I had a natural interest in math and science as a child and was encouraged by my dad to pursue my curiosity. However, I know that many girls do not receive that same encouragement, and this lack of support can have a lasting impact, shaping their confidence and career choices.

The latest Institute of Engineering and Technology (IET) research further highlights the key barriers preventing women from entering STEM fields. According to their findings:

• 45% of women are not encouraged to consider STEM careers in school.
• 32% are put off by how male-dominated the industry is.
• A third of STEM professionals feel that not enough progress has been made in reducing gender-based discrimination in the workplace.
• Fewer than half (48%) believe achieving gender diversity in STEM is possible.

These statistics highlight the systemic challenges hindering gender equality in STEM, demonstrating the urgent need for targeted interventions to create a more inclusive environment.

The Role of Intersectionality in STEM Disparities

While addressing the gender gap in STEM is critical, it’s equally important to recognise the role of intersectionality. Intersectionality is the way different aspects of identity, such as race, ethnicity, socioeconomic background, disability, and sexual orientation, overlap to create unique experiences of discrimination or privilege. Understanding and addressing these intersecting challenges is crucial to achieving gender equality in STEM.

For instance, women of colour in STEM face compounded barriers, experiencing both gender and racial biases that affect hiring, career advancement, and funding opportunities. In the UK, Black women make up just 1.8% of the STEM workforce, and research has found that ethnic minority women in STEM are less likely to receive promotions compared to their white counterparts. This is just one example of how intersectionality can create unique experiences of discrimination in STEM fields.

Recognising these intersecting challenges means that solutions must go beyond gender equality alone. Creating more inclusive policies, fostering diverse role models, and addressing systemic biases in recruitment, retention, and leadership opportunities will ensure a more equitable STEM landscape for all. This approach gives hope for a future where everyone, regardless of their gender or background, can thrive in STEM.

Why Does Gender Diversity in STEM Matter?

More women in STEM is not just about fairness; it leads to better research, innovation, and problem-solving. Diverse teams bring broader perspectives and ideas, enhancing scientific and technological advancements. For instance, studies have shown that gender-diverse teams in engineering and tech create more user-friendly designs, as they account for a wider variety of needs and experiences.

How Can We Close the Gender Gap?

As a Data Analytics Manager at MM-Eye, I see firsthand the benefits of an inclusive workplace. MM-Eye (which recently celebrated two years of Employee Ownership) fosters a culture where every voice matters, leading to greater innovation and a stronger sense of shared purpose.

MM-Eye is also committed to fostering internal growth and development, ensuring that our team members, particularly women in tech-focused roles, have opportunities to upskill and advance. As part of this, MM-Eye has actively encouraged and supported women like me in tech-focused roles to undertake data science training, equipping us with the skills needed to drive innovation. Investing in these learning opportunities empowers individuals and strengthens MM-Eye’s capabilities to deliver cutting-edge analytics and insights.

At MM-Eye, we believe that data and insights play a critical role in shaping inclusive workplaces and supporting women in STEM. Our research helps organisations identify barriers to gender equality, understand stakeholder perspectives, and implement effective strategies to drive positive change. Through our work, we support businesses in creating inclusive environments where women in STEM can thrive.

If you’re interested in learning more about how MM-Eye’s research can help your business create a more inclusive workplace and drive meaningful change, contact us today at info@mm-eye.com or use the form below to book a consultation.

Leadership Perspectives: Exploring the Future with Our Managing Director

February  2025, Interview with Damien Field 

At MM-Eye, we pride ourselves on staying ahead of the curve—whether it’s adapting to new challenges, supporting our clients with meaningful insights, or fostering a culture that values curiosity and innovation. As we step into 2025, we sat down with our Managing Director to reflect on the past year, discuss the opportunities ahead, and explore how the market research industry is evolving.

1. Looking back at 2024, what have our biggest strengths been and how can we build on these going forward?

The adaptability of our team; to respond to challenges, to devise new and better ways of delivering great insights, to go the extra mile to support our clients. We can build on these by believing in ourselves and the value we add and by continuing to communicate who we are, what we do and what makes us different.

2. What positive change are you making this year? 

In 2024, I spent a lot of time undertaking qualitative, in-person fieldwork around the world. Something I have not done so much of since the pandemic. This involved meeting inspiring research participants, working with great local partners and spending time with clients. These times were not always plain sailing; we had challenges but worked together to overcome them; I’m looking to retain the positive energy this gave me by meeting more people and spending quality time in person with the people who matter to me.

3. How do you envision the market research industry evolving over the next 2-3 years

2025 will be my 30^th anniversary of working in this industry. Change happens more slowly than you’d expect, and many would hope.

Some of the changes I hope to see over the next 2-3 years are…

• Improvements in online panel data quality driven by a concerted, industry-wide refusal to accept poor-quality data
• A new and more diverse generation of senior leaders, continuing the ethos of what makes market research such a great industry to work in but also bringing fresh perspectives
• Integration of AI into our working practices which add value – sometimes faster, sometimes cheaper, but always smarter

4. What would be your dream research project to do this year?

I spent much of 2024 working on a dream project; helping a global brand reframe their customer understanding by taking a step outside of the narrow confines of their category.

My 2025 dream project would be to help a small scale UK business, founded with a positive change ethos, to move their business to the next level. I’d like to do this by providing them with market and customer insight that unlocks new audiences and routes to market for them

5. What are the biggest challenges currently faced by the market research industry, and how do you believe companies can effectively address these challenges to stay competitive and relevant?

• Attract, nurture and retain people with the right blend of skills to make a successful career in market research
• How can companies address this? By having a clear purpose and identity, investing in their staff development, transparent internal communication, having positive momentum on the things that matter to people  – great clients, interesting projects, trailing new approaches, sharing in success, rewarding personal and collective progress

At MM-Eye, we believe in evolving with the industry while staying true to what makes us different—our people, our approach, and our commitment to delivering insights that truly make an impact. If you’d like to learn more about how we work and what drives us, contact us today at info@mm-eye.com or use the form below to book a consultation.

Two Years of Employee Ownership: A Reflection

January 2025, by MM-Eye

A year ago, we celebrated our first anniversary as an employee-owned company. Since then, it’s been a whirlwind of change and growth, and we’re excited to reflect on our journey and share what we’ve learned. At our most recent AGM Partners meeting, we discussed the changes that have occurred in the last year and shared thoughts and feelings about being employee-owners of the business.

One of the most significant changes we’ve experienced is deepening our ownership culture. Our Partner Council has become and crucial part of our decision-making process, ensuring that every partner’s voice is heard. We’ve seen firsthand how our collective input can shape the future of our company.

We’ve also made strides in financial transparency. By providing regular updates and fostering open dialogue, we’ve continued to empower our partners to make informed decisions about the company’s direction. This increased transparency has fostered a greater sense of responsibility.

Our colleague, Blessing, joined us 7 months ago. Her experiences since joining MM-Eye highlight some of the benefits of working as an individual in an employee-owned business.

Blessing says, “Personally, I’ve found that working for an employee-owned company has been incredibly rewarding. I feel more invested in my work and more motivated to contribute to the company’s success. It’s also great to feel that my voice matters and we’re listened to. I’m proud to be part of a team that is committed to doing the right thing, both for our clients and for each other.

Additionally, the company’s commitment to personal development plans has allowed me to grow professionally and personally since I joined which I look forward to building on.”

As we look to the future, we’re excited to continue growing our success as a company. We’re committed to creating a workplace where everyone feels valued and empowered. If you are considering employee ownership for your business, we encourage you to reach out to us. We’re happy to share our experiences and talk more about how we got to where we are, contact us at info@mm-eye.com or use the form below to book a consultation.

Why Market Research is More Important Than Ever

January 2025, by MM-Eye

In the current social and political climate where ideologies shift rapidly and consumer expectations evolve at an unprecedented pace, relying on yesterday’s knowledge to guide today’s decisions is no longer an option. The landscape of consumer behaviour is constantly being reshaped by cultural, economic, and political changes, making adaptability essential for businesses. This is where market research becomes invaluable.

The Changing Face of Consumer Behaviour

Consumers today are more informed, connected, and value-driven than ever before. Trends that were once considered niche can gain traction overnight, thanks to social media and global connectivity. Political developments, economic uncertainties, and cultural movements all influence consumer attitudes and choices in ways that can be difficult to predict.

The rise of progressive movements has amplified consumer interest in sustainability, inclusivity, and ethical sourcing. These shifts are driving demand for brands to be transparent, socially responsible, and aligned with values that champion equity and environmental stewardship.

At the same time, there has been a rise in more conservative voices influencing consumer behaviour. This includes increased interest in supporting locally made products, traditional values, and resistance to perceived “corporate virtue signalling.” Brands need to navigate these opposing forces carefully, ensuring their messaging connect without alienating key audience segments.

The Role of Market Research

Market research is about more than gathering data it is about understanding the “why” behind consumer actions and understanding opportunities to connect with them meaningfully. Research helps businesses:

1. Stay Relevant by identifying emerging trends and shifts in behaviour. With these insights, brands can adapt their strategies to meet the evolving needs of their audience, ensuring they remain connected to what matters most.
2.  Anticipate Change by understanding how political and cultural movements lead to significant shifts in consumer preferences. Analysing these changes in real time helps businesses prepare accordingly and respond proactively.
3.  Avoid Missteps in today’s value-driven marketplace, where brands are scrutinised more than ever. Market research provides a deeper understanding of consumer sensitivities, helping businesses avoid misaligned messaging or actions that could harm their reputation.
4. Uncover Opportunities by highlighting areas for growth and innovation. Research enables businesses to stay ahead of the curve and capitalise on new developments in the market.
5. Develop Targeted Approaches by providing insights that resonate with specific audience segments. This ensures that messaging and products are more effective, building stronger connections with consumers.

Why It Matters Now

The rapid pace of change in consumer beliefs and ideas means the insights you relied on last year—or even last month—may no longer be applicable. Global events, from the increased focus on climate change to the prominence of diverse political voices, have profoundly shaped consumer priorities. Some consumers now demand greater transparency and ethical accountability from brands, while others prioritise affordability, tradition, or local sourcing.

Businesses need to maintain a pulse on their audience to navigate this dynamic environment effectively. Market research provides the foundation for this understanding, offering the clarity needed to make informed, strategic decisions.

Guessing what your consumers want is no longer an option. The brands that thrive are those that invest in understanding their audience through robust market research. At MM-Eye, we specialise in helping businesses decode these shifts, offering insights that drive smarter decisions and more meaningful connections.

If you’re ready to stay ahead of the curve and better understand your consumers, contact us at info@mm-eye.com or use the form below to book a consultation.

The Rise of Sustainable Fitness Wear: Trends and Innovations for a Healthier Planet

January 2025, by Blessing Olaoye

The fitness industry has seen remarkable growth in recent years, likewise, so has the fitness wear industry – largely fuelled by a global focus on health and wellness across social platforms. However, this rise in popularity has resulted in an environmental cost, whereby conventional fitness wear is often made from petroleum-based synthetic materials, therefore contributing to pollution, microplastic release, and excessive waste. The good news is that a wave of sustainability is transforming the fitness world. Understanding consumer demand for sustainability is at the heart of what we do here at MM-Eye, and it’s clear that the fitness wear industry is experiencing a shift. We are seeing a rise in eco-conscious brands adopting innovative strategies in response to these growing

Let’s explore some of the current trends in the fitness wear industry that are shaping the industry’s future regarding sustainability.

Eco-Friendly Materials

One of the most significant sustainability trends in the fitness wear industry is the use of eco-friendly materials. Brands have started moving away from conventional synthetic fabrics like polyester and nylon, opting for more sustainable alternatives. Organic cotton, cultivated without harmful pesticides and fertilisers, is a popular choice for its reduced environmental impact and comfortable feel. Recycled polyester is also another popular choice, created from post-consumer plastic bottles, thus diverting waste from landfills and lessening our reliance on virgin polyester production. Some brands are even going further to utilise fabrics derived from ocean plastics, which offers a solution to marine pollution while providing high-performance fitness wear.

Sustainable Brands Leading the Way

An increasing number of brands have committed to sustainable practices throughout their supply chain. Patagonia, best known for their long-standing commitment to environmental responsibility, offers a wide range of durable and ethically sourced and produced activewear. Another brand is Girlfriend Collective, which focuses on inclusivity and body positivity while utilising recycled materials in their stylish activewear. Other mentionable brands include Pact and Everlane, each with their own unique approach to sustainability. For these brands, transparency, ethical sourcing, and fair labour practices are their utmost priority.

Circular Economy Initiatives

You may have come across the concept of a circular economy among your favourite clothing brands, it’s also gaining momentum in the fitness wear industry. ON Running’s Cyclon program offers a fully recyclable shoe subscription service which allows customers to return their shoes for recycling after use. Adidas has also committed to using 100% recycled polyester by 2024, while Nike’s Move to Zero initiative focuses on reducing waste and carbon emissions. These initiatives demonstrate how committed these brands are to shifting towards a more responsible and sustainable approach to production and encouraging sustainable consumption by consumers.

Consumer Attitudes and Preferences

Consumer attitudes towards sustainable fitness wear are also shifting rapidly as more consumers become more aware of the environmental and social impact of their fashion choices. Studies have shown that a significant portion of consumers are willing to pay more for sustainable activewear. This growing awareness and willingness to invest in sustainable alternatives is evidence of the change in consumer values and priorities. As consumers become increasingly concerned about the environmental impact of their fashion purchase decisions, they are looking for brands that are transparent about their practices and committed to reducing their environmental footprint. Thus, factors such as the use of more eco-friendly materials, ethical sourcing and reduced waste are becoming more important in consumer choices. Here at MM-Eye, we have seen firsthand through our Say Do Sustainability Study (SDSS) that consumers are increasingly looking for businesses to make moves towards more sustainable operations. They expect brands to offer eco-friendly products and to openly demonstrate their commitment to sustainable practices.

The shift towards sustainable fitness wear is a movement driven by consumer demand, innovative brands and technological advancements. For most, if not all brands, understanding the consumer perspective on sustainability is important for staying relevant and competitive and can present an opportunity to build trust and loyalty with your consumers.

If you’re interested in learning more about how understanding consumer sustainability expectations can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

Sustainable Christmas Decorations: Where Tradition Meets Innovation

December 2024, by Katie Brown

Christmas is a time for tradition, but as we become more aware of how our choices impact the planet, it’s clear that some of these traditions need a little update. This doesn’t mean losing the magic of the season—it’s about finding new ways to celebrate that feels good for us and for the environment.

At MM-Eye Ltd, we love innovative thinking, so why not apply that same creativity to the festive season? With a little effort, we can create a Christmas that’s every bit as joyful but much kinder to the planet.

Why Sustainable Decorations?

Every year, tons of plastic decorations are thrown away, and many of them can’t be recycled. Then there’s all the packaging, glitter, and tinsel—most of it ends up in the bin. By switching to more sustainable options, we can cut down on waste and create something truly special that lasts for years to come.

It’s not about being perfect; it’s about taking small steps that make a difference. Plus, sustainable decorations often come with a story or a personal touch, making them even more meaningful.

Simple Ways to Make a Difference

1. Invest in Quality

Instead of buying loads of cheap decorations, choose a few well-made pieces that can be reused year after year. Look for items made from natural materials like wood, metal, or glass. These not only look beautiful but also feel more special than mass-produced plastic.

2. Bring the Outdoors In

Nature is full of inspiration, especially at Christmas.

Use greenery like holly, ivy, and pine to make your own wreaths and garlands. These smell amazing and can go straight into your compost after the Christmas season is finished.

Pinecones and acorns make lovely decorations—paint them, add glitter, or leave them as they are for a more rustic vibe.

3. Get Creative with What You Have

You don’t need to buy new things to make your home feel festive.

Old jars can be turned into candle holders—tie some twine or ribbon around them for a simple but lovely touch.

Even cardboard boxes can be cut into star shapes or snowflakes to hang on your tree.

Making decorations yourself can also be a fun way to spend time with family or friends.

A New Way of Thinking

Sustainability isn’t just about the materials we use—it’s about how we think about the things we buy and keep. Choosing decorations that are reusable or handmade means you’re creating a Christmas that’s both beautiful and meaningful.

At MM-Eye, we always look for purpose in design, and Christmas is no different. A more sustainable approach doesn’t take away the magic—it adds to it by focusing on what really matters.

Start a Tradition

Sustainability can even become part of your family’s Christmas traditions. Here are a few ideas:

Make a new decoration every year to add to your collection. Over time, you’ll have a tree full of memories.

Pass down decorations to your kids or grandkids—it’s a lovely way to keep family history alive.

Shop locally or support small businesses that make handmade, eco-friendly decorations.

A Little Goes a Long Way

We don’t have to get everything perfect right away, but every small step adds up. By thinking a bit more about what we’re buying or making, we can create a Christmas that’s not just joyful but also kinder to the planet.

Let’s make this year’s decorations something to be proud of—not just for how they look, but for the difference they make.

From all of us at MM-Eye Ltd, happy Christmas! Let’s celebrate with a little more creativity and a lot more care this year. If you’re interested in learning more about MM-Eye and how we can help you with your sustainability goals, contact us today at info@mm-eye.com or use the form below to book a consultation.