The Road Less Travelled: New Paths to Mainstream Consumer Engagement

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The Road Less Travelled: New Paths to Mainstream Consumer Engagement

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Thursday, October 31, 2013 - 3:30pm

CAMPAIGN: Sustainable Brands London 13

CONTENT: Article

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.

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