Future Proof Insights: Green Doesn't Always Gleam by Future Proof Insights

Seán Higgins, Managing Director of Future Proof Insights, presented “Green Doesn’t Always Gleam: Sustainability Struggles & How to Make it Work,” examining the gap between consumer intentions and actions regarding sustainability, known as the intention-action gap. This gap, he explained, is driven by structural, social, and cognitive barriers. Seán highlighted that sustainability-focused messaging is 16 times less effective at driving purchases than traditional tactics like price, promotions, or humour. He discussed factors behind this, including habitual behaviours, the behavioural immune system, cognitive consistency, and social pressures. He concluded with recommendations for brands and retailers to emphasise immediately relevant benefits instead rather than abstract, long term geographically and socially distant environmental issues.

Download the presentation below!