Your consumers are ready, but are you? Save the planet – and your business

According to research, it’s not all doom and gloom – for once

With the use of Reaction Time testing, a neuroscience tool, we have been able to uncover not just what people explicitly say when asked questions about sustainability, but also the emotional conviction behind their responses.

This is crucial when tackling a subject so heavily impacted by socially desirable answering. There are positive consequences that result from brands taking certain actions now.

The public is primed

Public concern never went away – it’s only risen as the effects of global warming have become more and more obvious. You’d think events at the back end of 2022 – a war on European soil and a cost-of-living crisis – would put halt to such concern. You’ll be surprised to see that this is not the case.

According to research from our Human Understanding Lab, 50% of respondents said they are more concerned about sustainability in the context of the cost-of-living crisis. In a report from last year, it was found that 81% of UK consumers prefer to buy from sustainable sellers.

Consumers need ease

Another recent study replicated showed a desire for more ‘simple hacks and tricks’ on how to live sustainably. On an explicit level (total number of people agreeing with the statement) we saw relatively similar scores: 81% for December 2021 and 83% for December 2022.

However, reaction time, where-in fast responses of (implicit) agreement indicate strong emotional conviction behind the response, saw scores more than double for December 2022 to 45% and so, reaching well above our 40% benchmark for a ‘strong’ implicit score.

This is a call to arms for brands for support and simplicity

Our research has shown a rise in general worry and stress– with worry up 6% and stress up 7% compared to when we asked the same questions in December ‘21.

The capacity to undertake effortful behavior change is low. We know this from behavioral science. Simplicity Bias states that people follow the path of least resistance, so prefer options that require low cognitive or behavioral effort. In times of uncertainty, attempting to process all information available demands even more cognitive energy, so we rely on behavioral shortcuts like Simplicity Bias, saving crucial time and brain power – when stressed, we are even more inclined to go for the simplest option.

We know what you’re thinking: it’s all well and good saying people need support and brands should do more, but it’s not easy. There is a business to worry about. Some brand managers say sustainability issues need to be paused, but our data says otherwise.

Saving the planet: a gateway to awareness

Not only does acting more sustainably support the public’s desire to tackle sustainability, but our research shows a brand working towards becoming a sustainable business attracts greater consumer attention.

There was nearly a 10% increase in the number of people reporting ‘I notice which brands are actively seeking to help the environment’ from December 2021 to December 2022. Take the anecdote of veganism within fast food restaurants: Burger King and McDonald’s may not be at the forefront of sustainable eating. But their inclusion, and subsequent advertising, of a product like the McPlant burger drives awareness and subsequently consideration across the business.

One-way behavioral science explains this increased awareness through the Availability Bias, which refers to the learning that people make decisions based on information that comes to mind easily and quickly.

In this case, our concern over the environment and climate change means that when we see something marketed as an environmentally sustainable solution (and it is at no higher cost to ourselves) we notice and remember the brand more.

A call to action

Brands can gain from being more sustainable in more ways than one. During the hardships we are experiencing, you can support the people in their quest to be more sustainable. In doing so, you gain recognition; you can future-proof your business through consumer loyalty and most importantly you can make a positive difference to the planet – a win-win.