"...the notion of an eco-conscious mass consumer who is willing to sacrifice their own personal comfort for the planet is largely a myth. This is because, while people might "say" they support sustainable practices, their actions tell a different story."
"Our own research reveals that almost six in 10 (57%) American consumers say sustainability shouldn't come at the expense of their personal experience."
"it's easy to read a stat like that and feel annoyed at people's selfishness. At the same time, we've probably all been in a situation where... we realize too late that we've forgotten our reusable shopping bags."
"...we tried farmer-owned, regeneratively produced coffee beans only to go back to our old brand because it just doesn't taste as good."
Brands are adjusting their marketing to target eco-conscious consumers, but a significant contradiction exists between consumer statements and behaviors. Research indicates that while many American consumers express concern for sustainability, a large portionâ57%âindicates that they expect personal comfort and experience to take precedence. This disconnect suggests that although consumers might verbalize support for sustainable practices, their actions often reflect a preference for convenience. The article illustrates these points with relatable examples, showing how personal experiences can overshadow sustainability intentions in everyday life.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]