Five ways sustainability creates value for consumers and brands
Five ways in which sustainability practices are reshaping consumer value and enhancing brand loyalty.
In the realm of sustainable marketing, a critical and often frustrating phenomenon exists – the say-do gap in sustainability. This gap, representing the disconnect between consumer declarations and their actual purchasing behavior, poses a significant challenge for marketers aiming to capitalize on the growing interest in sustainability.
While consumers increasingly claim to prefer eco-friendly and sustainable products, their actions at the checkout often tell a different story. But is this the full picture?
Understanding this gap is essential for brands looking to increase brand value through authentic sustainability initiatives and leverage effective brand communication strategies.
What is the say-do gap and how does it relate to sustainability?
The say-do gap represents the disconnect between what consumers claim they will do and what they actually do in practice. In sustainability contexts, this often manifests as consumers expressing strong preferences for eco-friendly products but not following through with purchases. This discrepancy leads to overestimations of market demand and underwhelming commercial results for sustainable products, creating a cycle of disillusionment among marketers.
Addressing this gap is crucial for any brand serious about its sustainability commitments and realizing sustainable innovations as a competitive advantage. The problem is twofold:
- Flaws in traditional measurement approaches
The traditional approach to measuring consumer behavior often involves surveys with stated responses, which can be flawed in the context of sustainability. These surveys usually fail to capture the complex reality of consumer decision-making, as they do not account for the necessary trade-offs and the full spectrum of the competitive value proposition.
For example, brands may ask their customers whether they would like to buy more sustainable products and services — “yes”; whether they like a new sustainable innovation — “oooh yes”; whether they would be willing to pay a premium — “sure, why not”. The intention is clear but the abstract way in which these questions are asked without the appropriate context, trade-offs, and with a limited view of the complete value proposition in a competitive context, makes it far too easy for respondents to agree (in line with their sincere intentions). This can lead to social desirability bias, acquiescence bias, anchoring bias and halo effects that skew the data towards overly optimistic projections.
2. Misinterpretation of consumer intentions
When faced with the say-do gap, brands might mistakenly believe that consumers are unwilling to act on their sustainable intentions. This misinterpretation often stems from a poorly presented value proposition. This is because sustainability is frequently introduced as a compromise rather than an integrated benefit. If the value proposition requires consumers to pay more, sacrifice quality, endure inconvenience, or accept fewer choices, their actual purchasing behavior may not reflect their initial motivation for sustainability.
Recommendations for more accurate measurement
Instead of relying solely on stated preferences, brands can adopt a more nuanced approach to measuring consumer behavior. This includes utilizing behavioral data and predictive modeling to gain a realistic understanding of how consumers will react to sustainable products in real-world scenarios. By aligning measurement strategies with actual consumer behavior, companies can more accurately forecast the success of sustainable innovations and address the say-do gap in sustainability.
Enhancing the value proposition through integration
Research by SKIM across various industries indicates that when sustainability is seamlessly integrated into products and services, it can enhance the fundamental attributes of the value proposition. This integration can add new functional, emotional, and social benefits, making the product more attractive in the short term and building brand equity over the long term.
A well-executed sustainability strategy allows for enhanced product appeal and deeper consumer connection, which are critical for competitive advantage in addressing the say-do gap sustainability challenge.
Common myths about the say-do gap in sustainability and the truth behind them
Myth 1: Consumers don’t really care about sustainability
Truth: Consumers do care deeply about sustainability issues, but their purchasing behavior is influenced by multiple factors beyond environmental concerns. The say-do gap exists not because of consumer apathy but because of practical barriers to sustainable choices.
Myth 2: Sustainable products can’t command premium prices
Truth: Research by SKIM shows that consumers are willing to pay more for sustainable products when the value proposition effectively integrates sustainability with other benefits. The key is communicating how sustainability enhances the overall product experience.
Myth 3: The say-do gap is too wide to bridge
Truth: Recent empirical studies challenge the prevailing notion that consumers do not act on their sustainability intentions. For example, research by McKinsey & Company and NielsenIQ shows that sustainability-marketed products often enjoy higher repeat purchase rates, indicating that successful integration of sustainability can lead to increased consumer loyalty. Additionally, studies from the Journal of Marketing Research and NYU Stern School of Business highlight that clear and honest sustainability claims and the superior performance of sustainable products significantly influence consumer purchasing behavior.
How brands can close the say-do gap in their sustainability efforts
To bridge the say-do gap, brands must take a holistic approach that addresses both product development and communication strategies:
- Integrate sustainability seamlessly: Rather than treating sustainability as an add-on, weave it into the core product experience
- Maintain or enhance primary benefits: Ensure sustainable options don’t compromise on quality, convenience, or performance
- Align pricing strategy: Find the balance between sustainability costs and consumer value perception
- Simplify the sustainable choice: Make it easy for consumers to identify and choose sustainable options
By addressing these factors systematically, brands can reduce friction in the consumer decision journey and convert sustainable intentions into purchases.
Aligning sustainability claims with real-world actions
For brands to successfully navigate the say-do gap sustainability challenge, alignment between claims and actions is essential. This alignment requires:
- Realistic goal-setting: Set sustainability targets that are ambitious yet achievable
- Internal commitment: Ensure sustainability initiatives have strong internal support and resources
- Supply chain transparency: Work with suppliers who share your sustainability values
- Define measurement: Establish clear metrics for tracking sustainability performance
Brands that demonstrate this alignment build credibility and trust, which translates into stronger consumer relationships and loyalty.
How transparency and accountability can bridge the say-do gap
Transparency has emerged as a powerful tool for addressing the say-do gap in sustainability. By being open about both achievements and challenges in their sustainability journey, brands can build authentic connections with consumers.
Accountability mechanisms, such as third-party certifications, sustainability reports, and measurable commitments, provide external validation that helps consumers trust a brand’s sustainability claims. These tools transform abstract promises into concrete actions that consumers can verify.
To avoid greenwashing, brands must communicate genuine sustainability benefits clearly and effectively. Highlighting how sustainability does not compromise quality or value is essential for maintaining consumer trust.
Implementing an effective integration strategy
For consumer insight professionals and marketers seeking practical implementation:
- Evaluate business objectives in context of sustainability goals
- Optimize product innovation through rigorous consumer testing
- Leverage behavioral data rather than stated preferences for predictive models
- Align communications to emphasize how sustainability enhances rather than compromises the product experience
By integrating consumer expectations into business strategy and communications, companies can enhance both the appeal and efficacy of their sustainable offerings.
Measuring the authenticity of sustainability initiatives and closing the gap
Authenticity in sustainability initiatives can be measured through several key metrics:
- Consumer perception: How do consumers view your brand’s sustainability efforts?
- Employee engagement: Do your employees believe in and support your sustainability mission?
- Impact metrics: What tangible environmental and social impacts have your initiatives achieved?
- Longevity: Are your sustainability programs designed for long-term impact rather than short-term publicity?
Regular assessment of these metrics helps brands ensure their sustainability efforts are genuinely making a difference and resonating with consumers.
Closing the say-do gap requires a strategic approach that incorporates a thorough understanding of consumer behavior, effective measurement techniques, and honest communication. By addressing these aspects, brands can turn the say-do gap from a marketing challenge into a driver of innovation and growth in the realm of sustainability.
Learn more about how you can leverage sustainability for competitive advantage reach out to us for a consultation.
Frequently asked questions
How can companies ensure their sustainability claims match their actual practices?
Companies should implement transparent reporting systems, establish clear metrics for measuring sustainability performance, and involve third-party verification where possible. Regular sustainability audits help identify gaps between claims and practices, while setting realistic goals prevents overpromising. Most importantly, sustainability should be integrated into core business strategy rather than treated as a separate initiative, ensuring alignment between brand promises and operational reality.
What are the consequences for brands that fail to address the say-do gap in sustainability?
Brands that ignore the say-do gap risk accusations of greenwashing, which can severely damage reputation and consumer trust. This can lead to decreased sales, customer loyalty, and brand value. In more serious cases, misleading sustainability claims may result in regulatory penalties or legal challenges. As consumers become increasingly sophisticated about sustainability issues, the cost of inauthentic sustainability messaging continues to rise, making addressing the say-do gap not just ethical but essential for business success.
How can consumers identify whether a brand’s sustainability efforts are genuine or just marketing?
Consumers can look for specific, measurable sustainability commitments rather than vague claims, check for third-party certifications from recognized organizations, and research whether the brand publishes regular sustainability reports with transparent data. Genuine sustainability efforts typically address the entire product lifecycle and supply chain, not just selective aspects that are easier to market. Consistent messaging across all brand touchpoints and a willingness to acknowledge challenges are also indicators of authentic sustainability commitment rather than greenwashing.
Topics
