An international company was looking to conduct sustainability research, to improve how it communicates key environmental messages to customers about its range of products and services. It wanted to get beyond the rationale of science and environmental persuasion and understand the less obvious, emotionally led drivers.
Qualitative sustainability research was used to explore how customers frame environmental issues and the core values that influence their behaviour. Tele-depth interviews across six countries were conducted.
Findings from the study painted a clear picture of the conscious and sub-conscious influences upon individuals’ pro-environmental choices. From this, recommendations were made on how to frame sustainability propositions and the most effective language for communicating them.