With the squeeze on living standards, is the green agenda changing in importance in austerity Britain? Do brands need to reposition their strategies to better reflect shifting consumer attitudes?
TNS UK joined forces with sister company Kantar Public, the UK’s leading political and social research agency, to explore how to bridge the green disconnect – the apparent gap between consumer desire to be greener and their actual current behaviours.
Joined by an audience of policy makers and commercial clients, we explored:
- Where and how the public/private sectors are currently succeeding in reaching consumers
- How sustainability messages can better appeal to consumers
- And unveil the results from Green Gauge, a major multi-country, cross-sector study – which indicates the greenest brands in Europe
It is evident from our research that there are huge opportunities for brands, and categories as a whole to improve their green credentials in the minds of the consumer, but every category and brand has a unique set of issues.
We were only able to present an overview of our findings at the seminar; however, we have data for 15 categories across Europe, including 120 UK brands, plus UK qualitative findings. The overview can be viewed by clicking here.
If you would like to arrange a presentation of the seminar findings, or a deep-dive specific to your brand or category to you and your teams please contact Desiree Lopez, our Head of Qualitative Research. Keep an eye on this page for more green insights in the new year.