Author: Ettie Etela

What The Rest Of Us Can Learn About Sustainability From Zellenials

May 2024, by Meg Rudman-Walsh

There tends to be a view of Gen Z and young Millennials (i.e. Zellenials) as anxious and worrying about the future.  While our latest wave of the MM-Eye Say Do Sustainability Study recognises this, this view does not represent the whole story.  As often, it is more nuanced and complex.

Yes, Zellenials are anxious about the future, and when it comes to sustainability, they have every right to feel this way.  But they are also optimistic.  Today’s sustainability landscape is experiencing a dynamic shift, and it’s led by the younger generations.

This is not a trend; it is about pursuing a lifestyle dedicated to sustainability

The vast majority of Zellenials actively engage in sustainable living, and many are seeking to increase their environmental efforts.  They have a deep level of commitment and have strong confidence in their actions to protect the planet.​ They pursue a dedicated lifestyle towards long-term environmental health; this is not just a passing trend.​

Full schedules and an abundance of information can cause eco-anxiety

However, there are barriers, the main ones being a lack of time and an overload of information.  Zellenials live fast-paced lives with full schedules – from studies, jobs and social activities.  This limits the time they can dedicate to researching and implementing comprehensive sustainable practices.  And while they have an abundance of information about sustainability at their fingertips, this can often be as much a source of confusion as it is of inspiration.  This overload of information can lead to eco-anxiety, where the pressure to make the ‘right’ sustainable choices leads to stress and indecision.​

Brands and governments should lead on sustainability, but spending power is a way to influence

Zellenials expects brands, organisations, and governments to take the lead in sustainability.  They demand authentic action, not just talk, from the companies they purchase from and the places they work.

They are more inclined to support brands that are change-makers – those with a clear, verifiable commitment to environmental sustainability and social betterment.

The above reflects the views and behaviours of many of our Zellenial MM-Eye partners.  This is what Caleb, one of our Gen Z partners, said…

“When buying, I avoid brands that I know have a negative impact on the natural world and prioritise those that are working towards positive change. It is difficult to know what to do to protect the planet, and supporting groups that are devoted to this is one way for me to do this.”

Get in touch to find out more

Zellenials are shaping a future that values sustainability at its core, and our Say Do Sustainability Study offers many more valuable insights into their attitudes and behaviour.

By taking these insights into account, organisations and brands can create strategies that appeal to this key demographic group.

To learn more about our findings and how we can help your brand or organisation make a meaningful impact, explore the details of our latest Say Do Sustainability Study on our website and put some time in on the form below to talk to the team at MM-Eye.

Compost Against Climate Change

May 2024, by Catherine Gordon

Did you know that composting has an important role to play in the fight against climate change?  This week is International Compost Awareness Week, an education initiative run by the compost industry worldwide and this year’s theme this year is to highlight the contribution of composting to combatting climate change.  While the green-fingered amongst us kick off the growing season up to our elbows in fresh compost, we reflect on the role market research can play in boosting composting rates and help to fight climate change.

Our recent Say-Do Sustainability Study highlighted shifting consumer attitudes to sustainability and how everyday decisions are being increasingly influenced by a desire to live a more sustainable life, which includes what we do with our kitchen and garden waste.

Composting is the natural process of turning organic waste into a usable planting medium.  In whatever way it happens – a compost bin in your garden or your local council’s industrial-sized composting plant – composting organic waste helps to fight climate change in multiple ways.

Decomposing organics give off significantly less methane when they are exposed to oxygen in a composting process instead of decomposing buried in a landfill site.  Methane is a greenhouse gas which is twenty-five times more powerful than carbon dioxide.  Diverting organic waste into a composting process not only reduces methane but also reduces landfill usage.

Returning organic matter to the soil in the form of compost serves as a “carbon bank” helping to store carbon by removing it from the atmosphere. Compost also helps to improve soil structure and water retention, so creating resilience to the effects of climate change such as drought and extreme weather, by reducing soil erosion.

For domestic and commercial growers, using composted organic material as a soil improver reduces the need for artificial fertilisers as the compost brings natural biodiversity and enhanced productivity to soil.  Reducing the demand for artificial fertilisers reduces the energy used in their manufacture.

Recent campaigns have led to the introduction of peat free compost, preserving rare peatlands which are vital for the unique biodiversity they support as well as the carbon they store.

So there are multiple reasons why composting can contribute to our flight against climate change.  So why aren’t we doing more of it?

Large-scale composting, diverting organic matter from the waste stream, and switching to peat-free alternatives all require growers, gardeners and households to change their behaviour.  This is where market research tools can help to identify barriers to take up, highlight practical considerations and identify areas of misunderstanding, which, when addressed, could lead to more of us changing our behaviour and boosting composting rates.

Better understanding of attitudes to the barriers to home composting – a lack of space, practicalities for multi-occupancy housing, concerns about pests, understanding what can and can’t be composted, how long it takes, how to eventually use the compost made – could improve how much domestic organic waste could be diverted to composting.

A better understanding of the many different peat-free composts available – such as composted bark, coir and wood fibre, sometimes mixed with inorganic materials such as grit, sharp sand, rock wool and perlite – could improve the take-up of these alternative products.  There are lots of peat free alternatives for the gardener to choose and consumers are finding their way, but market research could give a deeper understanding of how gardeners are adapting to these different products and feedback into their future development.

It is commonplace to see single-use plastic packaging, utensils, cups, and plates labelled as ‘compostable’, but they are not always suitable for a domestic compost bin as the polymer material needs much higher temperatures to break down, only achievable in industrial-sized composting facilities. Technology in this area is improving all the time, and market research can support the development and labelling of these new materials to increase the volume disposed of in a more environmentally friendly way.

Market research tools and techniques can help to gauge consumer opinion, barriers to take up and levels of understanding in a multitude of areas, particularly where changing regulations and attitudes are driving product developments and service enhancements, like diverting organic waste away from landfills to be composted.  Get in touch with us here at MM-Eye if you think market research has the potential to support your business by giving you a deeper understanding of your customers and their changing attitudes.  To arrange a time for a chat with us, please complete the form below.

The Rana Plaza Disaster and the Fight for Ethical Apparel

April 2024, by Ettie Etela

Today marks the tragic anniversary of the Rana Plaza disaster. On this day in 2013, the eight-story Rana Plaza building in Bangladesh collapsed, claiming over 1,100 lives and injuring more than 2,500 individuals, mostly poorly paid garment workers. This event spotlighted the dire working conditions and the environmental and social repercussions embedded within the fast fashion industry.

The collapse of Rana Plaza became a symbol of the cost of negligence and the need for systemic change. It prompted intense scrutiny of fast fashion practices, highlighting how a disregard for human life and environmental sustainability was the sad cost we were paying for clothing as consumers. The aftermath led to a global call for transparency, accountability, and a shift towards more ethical and sustainable practices in the fashion industry.

At MM-Eye, the anniversary of Rana Plaza reinforces our commitment to understanding and promoting sustainability through our Say Do Sustainability Study. The latest wave of our study shows a significant change in consumer behaviour – people are increasingly insisting that brands adopt ethical and sustainable practices. There is a growing awareness and concern among consumers about the origins and impacts of the products they purchase.

Consumers want to trust that their purchases are contributing to positive change, not exacerbating existing issues like those witnessed in the Rana Plaza tragedy. They are looking for assurances that the products they buy are made ethically and in ways that consider the well-being of workers and the planet.

Brands have a critical role to play in this new landscape. SDSS highlights the need for brands to be transparent and to adopt sustainable and ethical practices earnestly. It’s not enough to alter a small fraction of operations. Consumers need to see brands making authentic changes and demonstrating that they care.

In the context of our Say Do Sustainability Study Brand Index, the anniversary of Rana Plaza serves as a poignant benchmark to evaluate how well brands are upholding their commitments to social and environmental sustainability. Our analysis highlights a distinct difference in consumer trust between brands such as H&M and Zara. H&M, which actively communicates its sustainability efforts, has managed to garner significant trust among consumers. This trust is supported by their transparent reporting, which includes detailed accounts of their initiatives to minimise environmental impacts and improve social conditions in their supply chains.

In contrast, Zara, despite its public sustainability pledges, struggles with consumer scepticism. For Zara and similar brands, enhancing transparency is key. This involves making commitments to sustainability and backing these claims with concrete evidence and regular updates, demonstrating a genuine commitment to change. Consumers want to support brands that are vocal about their sustainability efforts and proactive in making substantial changes.

At MM-Eye, we are dedicated to helping brands navigate this shift towards sustainability, providing them with the insights needed to make changes that resonate with today’s conscientious consumers. For more insights and to understand how your brand can contribute to this necessary transformation, explore the details of our latest Say Do Sustainability Study on our website and put some time in on the form below to talk to the team at MM-Eye.

Launching SDSS Consumer & Brand Insights

We are very excited to be launching the latest wave of our Say Do Sustainability Study. We are living in a time where sustainability is no longer a niche interest, and we all recognise its significance to everyone and the planet.

In the first quarter of this year, we embarked on the second wave of the study to understand the nation’s mindset. Surveying 2,000 adults to understand their thoughts and feelings on environmental and sustainability issues.

As we examined the data, it became evident that there has been a significant shift in public attitudes towards sustainability. People are no longer solely fixated on immediate, tangible actions; there is a growing realisation of the complexity and enormity of the challenge.

The SDSS report is a synthesis of findings, a narrative that charts the trajectory of public sentiment and offers organisations a mirror to see how their sustainability efforts resonate with stakeholders, consumers, and customers.

Young people are at the forefront, demanding that brands and organisations commit to and actively engage in sustainability. Their influence is reshaping market expectations and setting a new standard for environmental and social responsibility.

As we saw in our preview article on Bridging The Gender Gap In Sustainability Communication, there is also a diversity of perspectives on sustainability, and contributions are critically evaluated across different demographics.

How SDSS Delivers Ground-breaking Insights

SDSS is founded on a trio of robust research tools that provide businesses with the insights needed to effectively navigate and drive sustainability.

ThoughtScape™

Our ThoughtScape™ platform brings you into the minds of consumers, offering rich, qualitative insights into their beliefs, motivations, and barriers when it comes to sustainability. It enables brands to align their sustainability narrative with consumer sentiment.

Proprietary Sustainability Segmentation

We analyse the different attitudes and behaviours of consumers towards sustainability through the framework of our proprietary Sustainability Segmentation. Understanding the population based on their level of sustainability engagement allows brands to identify and customise their strategies to effectively connect with consumers who have varying levels of engagement.

The SDSS Brand Index

Our Brand Index ranks brands on their perceived sustainability performance. It’s a clear indicator of where brands stand in the eyes of the public and where they can improve. This index is the pulse check on a brand’s sustainability heartbeat, which can help brands steer their communication in the right direction.

Why understanding these insights is important

Through SDSS, we have observed an empowered consumer base that’s not afraid to hold brands to account. With nearly one in three planning to increase their spending on sustainable brands, the message is loud and clear: consumers demand and expect concrete sustainability actions and transparent communications.

For businesses, the SDSS can serve as a roadmap towards a future where sustainability is integrated into the core of business operations and success. Consumers are looking for brands that not only talk about sustainability but also walk the walk. They seek authenticity, action, and accountability. The brands that rise to meet these expectations will be the ones to thrive.

If you’re interested in learning more about SDSS and how it can assist you in promoting brand sustainability and finding ways to foster trust, we encourage you to review the details or use the calendar below to book a conversation with the team at MM-Eye. They can help you explore the possibilities of sustainability and positive action for your brand.

Setting Success: How Volleyball Mentality Serves as a Blueprint for Market Research Wins

April 2024, by Babatope Alabi

With the 2024 Paris Olympics and Paralympics just a couple of months away, I can’t help but be excited, especially to watch the best Volleyball nations compete against each other to take home the gold. As someone who has loved the sport from the moment I discovered it and has been playing for almost nine years now, I couldn’t help but think about the similarities between the sport of volleyball and market research as a practice.

Communication skills

On the volleyball court, good communication is paramount. With a number of tactics and plays you can run, it’s important to constantly be in sync with your teammates, whether it be verbally (during a time-out) or even nonverbally, using hand signs. This allows for everyone to understand their roles and overall team plan. Similarly, within the market research project team, effective communication is key to success – delivering meaningful and actionable insights to our clients. We need to be able to communicate efficiently and effectively with all members of our project team here at MM-Eye, our clients, and the suppliers we use to deliver projects.

Attention to Detail

There are so many little details that players have to pay attention to during the course of a volleyball game that can impact the outcome of the match and lead to the win, whether that be the spiker’s hand positioning before a hit or little tells that setters have when deciding who to set. Similarly, in market research, close attention must be paid to collecting, analysing, and interpreting data for our clients. From making sure only good responses are accepted, that the data analysed is accurate and that our overall findings accurately represent respondents’ views, including all the valuable nuggets and nuances. All these small details add up to being able to deliver the most informative report we can to every client.

Problem-solving

Many times on a volleyball court, you are faced with an opposition who seems impenetrable on defence, and no matter what you do, you can’t seem to get past them. This can often cause the squad to feel demoralised and defeated. However, instead of feeling sorry for yourself, you have to identify your strengths and the weaknesses of the opposition and execute a game plan that works for you. Similarly, market researchers are tasked with solving complex business problems, such as identifying target markets, understanding consumer behaviour, and optimising marketing campaigns. Volleyball and market research both require creative problem-solving skills to overcome obstacles and achieve objectives.

Adaptation

A good game plan is almost always the key to beating your opponents, but in a game as fast-paced, dynamic and unpredictable as volleyball, you often have to change plans on the fly. Not having this skill can severely halt your development of not only you but your whole team. MM-Eye’s transition to an employee-owned business early in 2023 and our certification as a B Corp later that year has initiated and embedded a culture of continuous change and a series of improvements within our business, enhancing our client offering, introducing services to reflect some of the challenges being faced by businesses today and making our business a more rewarding place to work.

In essence, volleyball and market research may operate in different arenas, but they share fundamental skills and attributes that contribute to their respective success. By recognising these shared skills, stakeholders in both domains can leverage synergies and insights to drive performance and innovation. If you have a business challenge that you feel could benefit from market research delivered with the same levels of effective communication, attention to detail, problem-solving, and adaptation that you see in the best-performing sports teams, let’s have a chat.  Just pick a slot that suits you in the calendar below, and one of the team here at MM-Eye will be delighted to talk.

Is Market Research the key to understanding and targeting ethical consumers?

April 2024, by Ben Davis

Given our intersectoral position as a market research agency, we have an opportunity and responsibility to ensure consumer trends in sustainability are front of mind for our clients. As a B Corp, we are committed to using business as a force for good, and with that, we recognise the pivotal role that market research plays in nurturing sustainability within businesses alongside the power that insights have to ensure businesses stay present and appeal to the eco-conscious consumer of today. From spotting consumer trends and driving eco-friendly innovation to gauge the impact of green marketing and advertising, market research stands in a crucial position to ensure businesses ESG strategies are well planned and being actioned effectively.

Spotting consumer trends to help drive innovation

In recent years, we have witnessed a noticeable shift in consumer behaviour towards sustainability, as discussed in our Veganuary article here. Today’s shoppers are increasingly mindful of the environmental and social ramifications of their purchasing decisions, and it has been clear for years that placing a premium on sustainability, ethical sourcing, and corporate responsibility has become a driving factor in influencing consumers choices. In fact, Co-op has stated in a recent Ethical Consumerism report that ethical consumer spending has hit record levels in the UK, and the total ethical consumer spend – including food, drinks, clothing, household products, energy and eco-travel –reached over £100bn in 2021, meaning total ethical spending has risen beyond fourfold in the past 20 years.

Market research can act as a compass, guiding businesses through this evolving landscape of consumer preferences to ensure they can make the most out of these trends and opportunities. Through comprehensive surveys, focus groups, and data analysis, market researchers can uncover invaluable insights into emerging trends in sustainable consumption going forward. Whilst we are already aware of the demand for plant-based alternatives, the preference for eco-friendly packaging, or the embrace of circular economy practices, our innovative tools, such as ThoughtScape™ are decoding the complex narratives of consumers. ThoughtScape™ is a unique approach that harnesses the power of a person’s stream of consciousness and it taps into System 1 thinking, discovering truths which other research cannot spot. Using our in-house AI-powered text analytics to optimise the analysis of the huge numbers of verbatim comment that we collect, we reveal new trends for businesses to target, innovate around and adjust to consumer expectations, which will all soon be revealed in our Say Do Sustainability Study (SDSS). With these trends identified, we intend to follow our clients through the journey to embed sustainability in their businesses and ensure that they are using transparent and effective marketing communications with consumers to demonstrate their commitment to positive change.

Measuring the impact of green marketing and advertising

In today’s cutthroat market, companies are increasingly weaving sustainability into their marketing and advertising strategies. However, it’s crucial these efforts are effective and strike a chord with ethical consumers, ensuring that they are aware of and, importantly, believe in your company’s commitment to drive meaningful change.

Market research provides the means to accurately measure the impact of eco-friendly marketing initiatives. By conducting consumer perception surveys, tracking brand sentiment, and analysing market performance data, businesses can evaluate the effectiveness of their sustainability messaging. Market research also empowers companies to identify areas for improvement and fine-tune their marketing strategies to better align with consumer values.

Moreover, market research enables businesses to communicate their sustainability endeavours authentically and transparently. We found in our own SDSS study different communication styles tend to work for women, and by leveraging consumer insights like these, companies can tailor their messaging to genuinely resonate with their target consumers. Whether it’s highlighting sustainable sourcing practices, carbon-neutral operations, or social impact initiatives, market research helps businesses build trust and credibility with environmentally conscious consumers and can create the evidence needed to attract both customers and investors.

Connecting with the ethical consumer

In an age characterised by heightened awareness of environmental and social issues, ethical consumers wield significant influence in shaping market trends. We found in SDSS that people were more likely to spend on ethical products and consumers prioritise sustainability, fairness, and transparency when making purchasing decisions, compelling businesses to adopt more responsible practices.

Market research acts as a conduit between businesses and ethical consumers, facilitating meaningful dialogue and understanding. The research we do at MM-Eye involves listening to consumer feedback, gathering insights, so businesses can forge stronger connections with ethical consumers. Our research enables companies to showcase their commitment to sustainability in tangible ways, fostering brand loyalty and advocacy among conscious consumers.

To celebrate Earth Month, let’s acknowledge the transformative power of market research in driving sustainability. From uncovering consumer trends driving eco-friendly innovation to measuring the impact of green marketing and advertising, market research empowers businesses to make informed decisions that benefit both the planet and their bottom line. By harnessing insights gleaned from market research, businesses can pave the way for a more sustainable and ethical future.

Contact us or book in an appointment with us in the form below to explore how MM-Eye can bolster your efforts towards navigating the climate conundrum and achieving your sustainability goals.

B Corp Month – Inspiring Continuous Improvement

March 2024, by Catherine Gordon

March has been a busy month for those of us in the B Corp community, especially so for us here at MM-Eye with this being our first ‘B Corp month’ since we achieved our certification in September 2023.

B Corp month – held annually each March – is a time to celebrate and promote the benefits of being part of this inspiring community of businesses, meet other B Corps, reflect on what B Corp means to us here at MM-Eye and share ideas for how we can be a better business.

We have enjoyed attending events this month organised and hosted by other B Corps including Joelson Law, Seismic and Purposefest organised by Business on Purpose. At these events it has been encouraging to see so much enthusiasm from within the B Corp community to collaborate, share experiences and come together to learn from each other.  It has been inspiring to be reminded of the diversity of sectors which B Corps operate in, from international manufacturers and professional services to community bakers and craft breweries.

One theme coming out of the events we have attended is embedding a culture of continuous improvement within a business, picking up on the theme of this year’s B Corp month, ‘This Way Forward’ and reminding us that becoming a B Corp is not so much about arriving at a destination as it is about embarking on a journey of continual change and improvement.

B Corps need to re-certify every 3 years, and this process requires a company to have improved upon the score they achieved to become certified.  This focus on continual improvement is good timing for us here at MM-Eye as we roll our sleeves up after basking in the afterglow of certification last September and embark on the process of embedding continuous improvement into our day-to-day culture going forward.

Becoming 100% employee-owned in January 2023 initiated changes to our governance structure here at MM-Eye, which included setting up an employee council.  Our employee council is developing an influential role in identifying and seeing through multiple improvements in how we work day to day and embedding a culture of continuous improvement within MM-Eye. Alongside our employee council, our positive change working groups are also striving to find and promote ways our team can all make a positive impact inside and outside work, covering personal well-being and development, the environment and our community.

We have a challenge ahead to improve on our B Corp score – we are incredibly proud to have achieved a score of 125 – but the enthusiasm and support of others in the B Corp community is inspiring us to keep improving.  All of us here at MM-Eye would like to thank the other B Corps who organised the events we attended in celebration of B Corp month and for the inspiration they have given to us.  We are always happy to talk to others about our B Corp experience – please book a slot in the form below if you would like a chat.

How stakeholder research can help businesses leverage water for peace: World Water Day 2024

March 2024, by Ben Davis

World Water Day, marked annually on March 22nd, help to highlight the vital role of freshwater in sustaining life and fostering global development.

With 2.2 billion people lacking access to safe water worldwide, the imperative to address the global water crisis is clear. In line with Sustainable Development Goal 6, World Water Day 2024 focuses on “Leveraging Water for Peace,” highlighting water’s pivotal role in promoting peace, stability, and cooperation among individuals, businesses, industries and nations. While this may initially seem like an issue for global leaders, this article explores how vital it is for businesses to step up and ensure they responsibly use water sources, protecting them against pollution and over-extraction whilst being transparent with all stakeholders in the decision-making process for water use.

Understanding how businesses can exacerbate water conflicts:

Water scarcity and mismanagement have long been recognised as underlying factors contributing to conflicts and tensions globally. Competing demands for limited water resources exacerbate social, economic, and political inequalities, often leading to access, distribution, and control disputes. From textile pollution along River in Indonesia to oil spills in the Niger Delta to the over-extraction of water from businesses in California, businesses are at the heart of water-related issues and must consider all stakeholders, not just their shareholders, in decisions regarding the resource.

Closer to home, we have seen brewing companies extracting huge quantities of groundwater, vast agricultural and industrial runoff, and let’s not forget the water companies that are discharging sewage throughout the UK. Whilst these cases may not necessarily lead to the typical conflicts you may think off, the main conflicts arise within stakeholder groups and can result in long legal battles, exposure of the situation through civil society pathways and ultimately can destroy the reputation of businesses and the livelihoods of people who would otherwise rely on the water sources.

How business can harness water for peace:

Businesses are responsible for ensuring equitable access to water and sanitation services for all, and must lead by example and advocate for the necessary change. This means businesses have a responsibility to be an example to their customers to transparently report on their water-related impact, and a responsibility to use their status to advocate for policy reforms on an industry and even national level. As the topic of water security and pollution becomes ever more prominent, ethical consumers are seeking to support businesses that show that are actively leading positive change and helping to tackle the vast water related issues we face today.

World Water Day 2024 presents businesses with the perfect opportunity to reframe water as a source of collaboration rather than contention, and gives them a platform to state their commitment to driving change. So, what can businesses do to ensure they are leading change and help to harness water for peace?

The role of market research:

In an age where environmental organisations, civil society and journalist shed light on business activities and their environmental impact, businesses face significant operational and reputational risks if they do not comply with regulations or are seen to use resources irresponsibly.

As I have demonstrated earlier in the article, and with the results of our most recent Say Do Sustainability Study, water related issues are front of mind for consumers and water conflicts are a major area whereby businesses slip up and can often face major disputes with stakeholders who share interests or rely on the same water source.

So, understanding all stakeholder views in the decision making process of a business, especially regarding shared resources is a must. Market research can be used to conduct essential stakeholder research, helping these businesses understand the root causes of water-related conflicts and developing effective ESG strategies through materiality assessments to mitigate risks.

Stakeholder research is essential for businesses to ensure inclusivity and equity in water governance, giving all parties an equal platform to voice concerns in the decision-making process. It will also help businesses identify areas of intervention and tailor their strategies to maximise positive outcomes, helping them to effectively manage the water resources they use and withhold their reputation.

With this approach, businesses help lead and contribute to the sustainable development of regions and the protection of water resources, acting as a mediator in any disputes by using data-driven insights to help inform decisions.

Therefore, market research helps businesses enhance their social impact and reputation through corporate water stewardship, responsible water management practices, and partnerships with local communities to offer practical solutions and ensure cooperation and peace in water-stressed regions.

Our message:

By leveraging water as a catalyst for cooperation and collaboration, businesses can drive positive change and create shared value for people and the planet, not just profit.

However, given water’s importance, it is essential that businesses consider all stakeholders when discussing water-related issues. Stakeholder research plays a crucial role in informing business strategies, identifying opportunities for intervention, and maximising impact of ESG strategies. Here at MM-Eye reaffirm our commitment to leveraging water for peace through our stakeholder research and materiality assessment.

In light of World Water Day, we hope to have brought awareness to the unique opportunity businesses have to contribute to sustainable development, and building a more inclusive, equitable, and water-secure world for all.

If you would like to know more about stakeholder research and materiality assessments please schedule a meeting with the team using the calendar below!

This Way Forward – celebrating our first B Corp Month

March 2024, by Catherine Gordon

March is B Corp month and this is the first time we have celebrated here at MM-Eye as a certified member of this inspiring community of businesses. When we became a B Corp in September 2023, MM-Eye joined a growing community of businesses worldwide that have achieved high standards in social and environmental and are committed to using their business as a force for good.  In the few months since becoming a certified B Corp, we have already seen the benefits of being part of a vibrant community of like-minded businesses sharing the same values, driving positive change and using business as a force for good.  The theme of this year’s B Corp month is ‘This Way Forward’ reminding us that becoming a B Corp is not a destination but the start of a journey of continual improvement.

So, what is B Corp?

B Corp is an accreditation awarded to companies who have achieved high standards of social and environmental performance, transparency, and accountability and meet targets across five areas: governance, workers, community, environment, and customers.  There are now over 8,000 B Corps worldwide, and more than 1,800 of these companies are in the UK.  We are very proud to have joined their ranks. In the UK, B Lab assesses a company’s achievement against a range of targets through a rigorous process resulting in a score.  To remain a B Corp, a company must recertify every 3 years and show an improved score.

Our B Corp experience

We began our B Corp journey in 2022 when we began the application process.  In that time, we have seen three main business benefits to being part of the B Corp community:

1. Renewed enthusiasm and motivation in our team;
2. Attracting new staff in our recruitment campaigns;
3. New business opportunities identified, specifically research and stakeholder engagement services tailored to support other B Corp companies.

Our Team: In preparing our B Corp application, we enhanced and recommitted to various staff welfare, well-being and training initiatives, which our staff enthusiastically engaged with and took ownership of, for example, our initiatives to achieving a net zero carbon footprint and improving engagement with our communities.  We are now proud partners of Ecologi (also a B Corp) to help manage and offset our carbon footprint, and our community action team partnered with Hands on London to organise a company community day working on a nature conservation project at Wormwood Scrubs Park, West London. The day was so successful we are already planning our next.

Recruitment: We have recruited several new team members in the last year to support our ongoing growth.  In a competitive recruitment environment, we felt our ethos of being a business driving positive change helped us to stand out from other recruiters, attracting quality candidates who share our values.

Tailored research services for other B Corps: As a result of our experience applying for B Corp, we saw the potential for market research tools to make life easier for other companies embarking on their B Corp journey.  We created online surveys to gather data and opinions from employees, customers and suppliers as evidence to support our B Corp application.  These surveys are now available to be used by other companies applying for B Corp and for existing B Corps when they start their re-certification in 3 years or annual self-certification.

We also created a service to support companies through the Materiality Assessment process. This process helps companies prioritise actions which will have the greatest impact on the environment, the community, and governance (ESG).  Our insight-driven Materiality Assessment service, embedding stakeholder engagement and insight tools at the heart of the process, ensures companies identify and prioritises key initiatives that are the most important to their stakeholder groups.

We are always keen to collaborate with other B Corp businesses and share our skills to benefit others.  We offer these services at a 10% discount on our usual consulting rates to B Corps and those companies applying for B Corp. If you want to learn more about our B Corp data collection surveys or our Materiality Assessment service, or indeed just want to chat about our B Corp journey, please do not hesitate to get in touch.  We look forward to speaking to you soon.

Bridging the Gender Gap in Sustainability Communication

A Women’s Day Perspective

March 2024, by Ettie Etela

As Women’s Day approaches, it’s a poignant reminder of the progress women have made and the challenges that still lie ahead. Despite representing half the global population, women remain underserved in many areas, including sustainability. The past 50 years have seen remarkable strides, yet there is much more to be accomplished. This Women’s Day, we at MM-Eye are committed to understanding and bridging these gaps, particularly in how women engage with environmental sustainability.

Our most recent findings from the Say Do Sustainability Study (SDSS) showed significant differences in the approaches to sustainability of men and women. Men tend to view their contributions with more confidence and believe that their efforts in environmental and social sustainability are above average. On the other hand, women do not share the same level of confidence despite expressing a strong desire to contribute more. This difference in perception and aspiration highlights the nuanced ways in which men and women engage with sustainability.

Thanks to the insights from ThoughtScape™, we have been able to explore the reasons behind the gendered differences in sustainability efforts. Our study shows that women feel a stronger sense of obligation towards sustainability than men. This finding is important for brands that want to connect with women effectively. Standard sustainability messaging is not enough to address the unique perspectives and requirements of women.

We want organisations, brands and businesses to recognise and understand the unique sustainability needs and viewpoints of women. This requires a shift from generic sustainability messaging to more targeted, nuanced communication that resonates with women.

Inclusive and Empowering Communication

The way organisations communicate about sustainability can significantly influence consumer behaviour. These communications need to be inclusive and empowering, particularly for women who are looking to enhance their sustainable actions. Brands should aim to acknowledge the efforts of women, provide practical advice on how they can increase their impact, and celebrate their successes in sustainability.

Developing Women-Centric Initiatives

Beyond communication, there’s a need for concrete, women-centric sustainability initiatives. Brands can develop programs or products that specifically cater to the unique challenges and roles of women in sustainability. This might include initiatives that support women in leading sustainable practices in their communities or products that are designed with women’s specific sustainability needs in mind.

Research and Continuous Learning

Organisations and brands need to stay up-to-date with the evolving trends, needs, and perceptions of sustainability among women through continuous research. Within just two years, we have observed a significant change in how consumers perceive sustainability. The shift from practical to more existential thinking about these issues is an essential factor to consider while messaging.

The SDSS offers valuable insights into women’s attitudes towards their role in sustainability, their aspirations, and the challenges they face. By taking these insights into account, organisations can create strategies that both support and inspire women to become more involved in sustainability efforts.

To learn more about our findings and how we can help your brand or organisation make a meaningful impact, contact MM-Eye today.