Why insights professionals should stop blaming consumers for the sustainability say-do gap

Those pesky consumers. If only they would really do what they say they will – buy the sustainable product, do the recycling, eat a plant-based diet – we would be able to save the planet, right?

This is the second half of our article on sustainability say-do gap. Part 1 explained why we shouldn’t hold consumers responsible for it. In this second part, we look at where we should focus our efforts.