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 9th 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.