Unpicking sustainability:Bridging the gap between what people want from brands, and why they actually buy them Nobody wants the brands they buy to actively hurt the planet, yet everyday millions of products are sold that ultimately have a negative environmental impact. Richard Heath explores the complex relationships between people’s views on sustainability and their purchase [...]
Petrol stations are the poster-child example of functional (convenience, price) attributes driving behaviour. The ‘experience’ (if it can be called that) is a couple of minutes max and, if you pay at the pump it can be a minute, and then you’re off. There have been some signs of new partnerships in the last [...]
Anyone who is interested in the progress around sustainability will probably have noticed a recurring theme in the mass media over the last decade and how they cover it. Anyone who is interested in the progress that society is making around sustainability will perhaps have noticed a recurring theme in the mass media over [...]
The Micro moments in life matter, they form impressions (conscious and subconscious), and make or break what we will do next. It’s what I believe, it's what Brand:Lab believes. Jan Carlzon of SAS - Scandinavian Airlines first called these moments of truth (MOT) in the 1980s, then Procter & Gamble and Google. The big [...]
Why most sustainability research fails to hit the mark: A rallying cry for behavioural, in the moment research (Clickscape) Asking people how much they really care about sustainability is a topic that gets plenty of eye rolls in any client organisation in 2022. The main criticism? We’ve heard it all before. “The problem is, [...]
We need to get (really) practical about everyday sustainability: Nailing the reformulation and moments of truth. If you’re anything like me you’re doing what you can to reduce your use of single use plastic, but occasionally you have to revert back to old ways for practical reasons. For years I have used stretchy silicone [...]
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