Room 4 | 10:30 am - 11:00 am | Tuesday, March 28, 2023
Sustainability has become a hot topic in recent years as governments, businesses and citizens become increasingly aware of the impact human consumption inflicts on the planet.
But what does sustainability mean to consumers? How do they think about it in their daily lives? Moreover, are sustainably-minded consumers monolithic in their motivations? Or could taking a more targeted approach with products and communications be more effective at reaching a varied and nuanced eco market?
Our research focuses broadly on food and grocery shoppers and explores:
Emotional connections with brands drive purchasing behavior, but what sparks it? We have previously shared a model of how brands trigger emotional responses and emotional identification in consumers. But what [...]
The movement towards “consumer-centricity” has been a great step towards brands bringing consumer needs into decision-making within their businesses. However, labeling people as “consumers” forces us to think of them [...]
Before Copernicus proved that the earth revolved around the sun, all astronomers used the wrong baseline assumption that the sun revolved around the earth so every observation and all their [...]