In today’s ever sustainability-minded society, people are increasingly evaluating the choices they make and how these choices reflect their growing desire for a conscious, connected, thriving life. However, there is undeniably, an attitude-action disconnect.
The SHIFT Report data illustrates this gap, where though consumers want to make sustainable choices, they don’t often follow through, and do so in categories where the barriers to conscious consumption: price, time, knowledge and pressure are lower.
The top three categories people say they have already made sustainable and socially responsible choices are Food (56%), Home Cleaning (53%), and Paper Products (52%).
KIND Healthy Snacks
Green Works All-Purpose Cleaner
Seventh Generation Paper Towels
The World Economic Forum’s (WEF) “Engaging Tomorrow’s Consumer” project found that 72% of consumers surveyed around the world said they are willing to buy green products, but only 17% actually do so.
With WEF’s most recent collaboration with Effie Worldwide in establishing the Positive Change Effie Award, the two have taken a large step in bridging consumers attitude action gap. The award looks to influence marketers to engage in the cultural shift towards motivating change for the better.
The marketing that helps consumers connect attitude to action, and that will ultimately make change, taps into what motivates consumers to make sustainable and socially responsible lifestyle choices and purchase decisions.
When looking at drivers for being socially responsible, The SHIFT Report found that the one of the top motivations, at 60% of the general population, was being personally impacted or feeling personally connected to the issues. Authentic connection matters. It is something that consumers seek – for 81% of people feeling connected to family, friends and community is a top sustainability issue – and it drives behaviour changeTapping into this motivation is perhaps one of the most effective ways that a brand can authentically connect to its consumers and influence purchase decisions.
A great example of a brand who did it right was the highly praised “Smoking Kid” PSA from Thailand.
The advert was highly effective in helping people change their habits, garnering a 40% increase in calls to Thailand’s Quit Smoking Hotline.
For marketers to motivate behavioural change in people, and close the attitude action disconnect, they must understand what motivates consumers to actually make better lifestyle, brand and purchase choices and create a brand experience that taps into that. Feeling personally connected to the issues motivates 60% of Americans to ultimately take actions that connect to their attitudes.