Author: Ettie Etela

Veganuary and a New Era of Ethical Consumerism

January 2024, by Ettie Etela

As we come hurtling into a new year, with the merry gluttony of Christmas behind us and looking into the long winter, many choose between habitual consumerism and ethical consumption.

Veganuary, a campaign that once started as a humble British initiative, has now become an international call to embrace a plant-based lifestyle for at least a month. Veganuary represents a journey of ethical awakening where our choices reflect our moral standpoints.

According to the latest data, In 2023, 706,965 People Worldwide Signed Up for a Veganuary, which Increased to 1.8 Million in January 2024, reflective of the growing popularity of plant-based diets and an indicator of the shifting consumer consciousness towards more ethically sourced products. The UK, being the birthplace of Veganuary, alongside India and the US, saw the highest number of sign-ups, creating a trident of change in a world grappling with the repercussions of climate change and animal agriculture.

The after-effects of Veganuary continue to have an impact after the month-long vegan voyage. A Guardian report states that 23% of non-vegan participants decided to stay on the green side, while 43% reduced their consumption of animal products by at least half, and a further 20% reduced it by between a quarter and a half. For the many people who participate, this isn’t just a culinary transformation; it’s a push to more conscious consumption.

The ripple effect of this ethical consumerism is significant. According to a UBS survey, the proportion of individuals trying plant-based meat alternatives rose from 48% to 53% between March and November 2020 in the UK, US, and Germany. This shift reflects a deeper, more profound change in consumer preferences, driven by a blend of ethical, environmental, and health considerations.

Consumers with robust moral convictions tend to gravitate towards ethical products that align with their values and beliefs according to The Ethical Consumer Research Association. There are multi-layered motivations behind ethical consumption, ranging from social identity expression and enhanced self-image to a quest for higher quality and product performance.

The narrative of Veganuary is closely aligned with the consumer perspectives we see in our Say Do Sustainability Study (SDSS), our study to help businesses navigate consumer perspectives in the realm of sustainability. The SDSS helps business leaders align business practices with the shifting tides of consumer preferences.

As we approach a new era, the correlation between veganism and ethical consumerism is a positive outcome in the global business ethos. The spectrum of consumer choices is becoming increasingly influenced by eco-friendliness, and as we enter a new year, the Veganuary movement is a sign of the evolving consumer narrative – it is a story where ethics and commerce coexist in harmony with sustainability.

If you want more information about how consumer research can help your business grow, enhance sustainability, and foster meaningful connections with your brand or product, contact us today at info@mm-eye.com or use the form below to book a consultation.

Celebrating Accessibility: Happy Birthday Louis Braille

January 2024, by Catherine Gordon

Today is World Braille Day, an International Day of Awareness highlighting the importance of the Braille writing system as a means of communication for blind and visually impaired people worldwide and promoting equal opportunity and inclusion.

It is the birthday of the system’s creator, Louis Braille, who was born in France on this date in 1809. He lost his sight as a child in an accident in his father’s workshop. Inspired at school by a visit from a Captain in Napoleon’s army who taught him about nighttime coding systems, Louis went on to develop and create a fingertip-reading system of raised dots — which became synonymous with his name.

Braille is a code for individual letters or phrases and can be used in different languages. Each character is a cell of up to 6 raised dots, the cell being small enough to feel with the touch of a fingertip, enabling the reader to move quickly from one cell to the next across a page. Versions of Braille for maths symbols and music notation have now also been developed. Braille’s creation is today recognised as a worldwide means of written communication for blind and visually impaired people; it improves quality of life, increases access to education and employment, and reduces social exclusion.

I remember seeing David Blunkett, a government minister between 1997 and 2005, reading speeches written in Braille from the despatch box in parliament, his hands gliding swiftly across the paper in front of him, his guide dog sleeping at his feet. When appearing on the Radio 4 programme ‘Great Lives’, David Blunkett chose to talk about Louis Braille, and the impact his writing system had on his own life chances. He believed it gave him the opportunity to be at the top of his game and lead a full and influential life.

Today there are many other examples of technological developments which improve access and opportunities for a wide array of physically or mentally impaired people. They range from mobility aids, prosthetics and orthotic devices, to hearing aids, screen readers and website apps.

We come across many different companies currently designing new mobility and access products, such as education software tools to improve access for neurodiverse students. There are also specialist funders who back technology developments aimed at people with learning disabilities.
Louis Braille’s lived experience of sight loss informed the creation of his writing system, but how can today’s product developers capture the invaluable feedback of the lived experience of people with a diverse range of disabilities, and interpret what people really want and need?

There is a clear role here for customer insight research to find out what end users really want out of any proposed new product — at the design, prototype testing and product launch stages. Research can also assist the customer journey from purchase and ordering all the way through to product setup, improve the clarity of instruction manuals, and provide ongoing support. Such research can be invaluable for the development of mobility products aimed at end users with diverse and often very person-specific needs.

By engaging with the end user, insight research can give any company a deep level of understanding of their customers’ and prospective customers’ needs and priorities. This will ensure commercial success and also ensure that companies are maximising the social benefit their products bring — inclusion in society and equality of opportunity.
Happy Birthday Louis Braille!

Harnessing Growth Through Stakeholder Research: A Deep Dive With Mm-Eye

One of the subtle shifts in the language I have noticed here at MM-Eye is our propensity to talk about customer research as opposed to consumer research. This is because we are in the business of helping companies understand the people who buy their products, not just the people who use them. This stakeholder and customer understanding often gets left behind, yet it’s the cornerstone of fostering enduring relationships and ensuring business longevity. With the commercial landscape evolving rapidly, delving into the minds of stakeholders is a necessity for businesses aspiring to stay ahead.

The fine line between customer and consumer may seem trivial, but in the grand scheme of things, it reflects a broader understanding of the market dynamics. Stakeholder research provides a lens through which businesses can view the complex nature of their market, encompassing both the end users and everyone involved in the lifecycle of a product or service. This includes suppliers, investors, employees, and even the communities within which they operate. By embarking on a journey of stakeholder research, businesses are better positioned to align their strategies with the expectations and needs of all parties involved, creating a healthy and resilient business ecosystem.

A focus on stakeholder research is a shift from looking at just buying habits to understanding the values, expectations, and experiences across all elements of the demand and supply chain. This broader perspective enables businesses to foster stronger relationships, better meet the needs of their market, and in turn, enjoy a competitive edge. The significance of a stakeholder-centric approach is well-echoed in industry findings. According to Strategy&, B2B companies adopting this approach can achieve up to 50% higher revenue growth and 30% lower costs than their competitors. Similarly, KPMG reports that B2B companies delivering exceptional customer experiences can boost their revenue by 20% and reduce service costs by 15%.

In the realm of sustainability, stakeholder research holds a mirror to the business, reflecting its impact on both the social and environmental fronts. By understanding stakeholders’ perceptions, expectations and experiences, businesses can enhance their market position and also contribute to the larger narrative of sustainable business practices. It’s a mutually beneficial endeavour where businesses refine their strategies while creating a positive ripple effect in their communities and the environment at large. Moreover, the insights garnered through stakeholder research often serve as a catalyst for innovation, opening doors to new opportunities that resonate with the values and needs of stakeholders.

At MM-Eye, we pride ourselves on helping businesses understand their customers at every level, whether it’s the CEO at a blue-chip company or a municipal buyer. Our skill set lies in customer understanding and figuring out the right methodology and lines of questioning to help you understand them better. Our expertise in both qualitative and quantitative research studies, intertwined with our dedication to promoting sustainability, makes us a reliable partner in navigating the complex landscape of modern business. Through a fine blend of traditional research methodologies and innovative tools, we are committed to supporting our clients in making informed decisions that foster growth and make a positive impact.

If you want to find out more information about how stakeholder research can help your business grow, enhance sustainability, and foster meaningful connections within your market, feel free to get in touch with us at MM-Eye.

The Say Do Climate Conundrum: What’s With Cop 28?

As the world comes together in December to talk climate (yes, again), here at MM-Eye we really hope the discourse at COP 28 can serve as a beacon of change, but we are also well aware, through our own research, of the tension between what organisations Say vs. Do. The incoming president of COP 28 is Sultan Ahmed Al Jaber, the Minister of Industry and Advanced Technology and UAE Special Envoy for Climate Change. He is also the CEO of the Abu Dhabi National Oil Company (ADNOC), one of the world’s largest oil producers.

According to the incoming president, the conference, is set to be underpinned by themes of accelerating the energy transition, transforming climate finance, and embedding the ethos of nature and inclusivity in climate action. The hope of COP 28 is that it serves as a global clarion call for urgent, ambitious, and concerted efforts to mitigate climate exigencies.

In an era where the climate crisis intertwines with every facet of our lives, the imperative for businesses to align with sustainability goals has never been more palpable. The discourse emanating from COP 28 amplifies this call, urging sectors across the spectrum to recalibrate their operations in harmony with the planet’s needs and societal expectations. The journey towards a sustainable future, though paved with challenges, also brims with potential for innovation and positive transformation.

At MM-Eye, we see ourselves as catalysts in this transformative journey. Our meticulously designed research services  are companions in navigating the intricate dynamics between consumer preferences, market trends, and sustainability goals. Whether it’s unearthing consumer sentiments through the Say Do Sustainability Study (SDSS), tracking brand performance over time, or aiding in new product development with sustainability at its core, MM-Eye strives to illuminate the path towards achieving and exceeding COP 28 objectives.

The “Say Do COP 28 series” is an invitation to delve deeper into this narrative to explore the synergies between consumer insights and sustainable action in a post-COP 28 world. Each piece in this series is a stepping stone towards understanding the multi-faceted relationship between what we collectively envision in global forums and the pragmatic steps required to translate these visions into reality.

Contact us to explore how MM-Eye can bolster your efforts towards navigating the climate conundrum and achieving your sustainability goals.