The Road Less Travelled: New Paths to Mainstream Consumer Engagement
Oct 31, 2013 4:30 PM ET
Campaign:
Sustainable Brands London 13
Mainstream consumers can be a fickle bunch can’t they? They tell us in research that they want to be more green, that they WILL purchase more eco-friendly products in the next year ahead than the one prior. But there’s that eternal gap between reported and actual behaviours; what gets entered in an online survey is often different than what happens in the shop aisle. Finding a way to bridge that gap is one of sustainability and marketing’s ‘holy grails’ we are all seeking an answer to.
