Category: Insight

World Mental Health Week: Putting People First in an Uncertain World

May 2025, By  Vitalija Narstyte

As we mark World Mental Health Week, the conversation around well-being feels more vital than ever. The world in 2025 is emotionally complex – climate anxiety, economic uncertainty, conflict, and social isolation are no longer occasional stressors but are often part of our everyday lives. Amid this backdrop, the line between our work and personal lives has blurred, making the need for genuine human conversations about mental health more urgent and relevant than ever.

We All Have Mental Health – Let’s Talk About It

Mental health doesn’t only apply to those diagnosed with anxiety or depression. We all carry it with us, and it fluctuates throughout our lives. According to the World Health Organisation, 1 in 4 people globally will experience a mental health issue at some point in their lives. In the UK, around 1 in 6 working adults report experiencing a common mental health problem, like stress, low mood, or burnout, at any given time. The mental health crisis is not just a statistic on a spreadsheet – it’s someone you know. It’s the colleague who turns their camera off during meetings. It’s the friend who’s suddenly quiet in group chats. It’s us when we feel overwhelmed, under pressure, or emotionally disconnected.

Mental Health at Work – The Quiet Reality

Work can offer purpose, structure, and a sense of belonging, but it can also be a significant source of stress, particularly when mental health isn’t openly acknowledged or supported. Many employees navigate high expectations, tight deadlines, and constant pressure to “be on,” often without the tools or space to manage emotional strain. However, mental health at work isn’t just a performance issue – it’s a human one. Creating a mentally healthy workplace means fostering an environment where people feel able to express vulnerability, ask for support, or say, “I’m not okay,” without fear of judgment. When we normalise these conversations, we build trust, and that trust is the foundation for genuine well-being and long-term resilience.

What We’re Doing at MM-Eye

At MM-Eye, we know we can’t be agents of positive change in the world unless we start with our people. That’s why we’ve taken meaningful steps to build a culture where mental health is talked about, supported, and valued.

As a 100% employee-owned business and a certified B Corp, we’ve embedded care and collaboration into our DNA. Through our “Positive Change” initiative, we support team members through well-being groups, peer-assisted learning, and open conversations around mental health. From book clubs and social games to our Partner PAL program, which pairs team members for personal and professional support, we aim to create an environment where connection is the norm, not the exception. We know mental health is personal, so our approach must be too.

A Shared Responsibility

World Mental Health Week reminds us that mental health isn’t just a once-a-year topic. It’s every day, every interaction. Whether you’re a leader, a teammate, a client, or a friend, we all have a role to play in making our environments more compassionate and human.

If you’d like to learn more about how MM-Eye supports mental well-being and how we can help your organisation do the same, get in touch at info@mm-eye.com or use the form below to book a consultation.

Green Menus and Savvy Diners: How Consumer Demands Are Reshaping UK Restaurants

May 2025, By  MM-Eye

In recent years, the UK’s casual dining sector has found itself at a crossroads, caught between the rising expectations of environmentally conscious consumers and the operational realities of running accessible, affordable restaurants. As sustainability becomes a central concern for both diners and businesses, the casual dining industry is being reshaped by a collective effort to reduce its environmental footprint without compromising on quality or experience.

Casual dining, which bridges the gap between fast food and fine dining, is a staple of the UK food scene. Chains like Zizzi’s, Wagamama, and Bill’s, alongside a growing number of independent eateries, have long catered to a broad audience with relaxed atmospheres and moderately priced meals. However, the pressure to become more sustainable has intensified amid growing awareness about climate change, food waste, and ethical sourcing.

Food waste is a big challenge faced by casual dining restaurants and eateries with approximately 1 million tonnes of food annually in the UK. Much of this comes from overproduction, spoilage, or uneaten food left on customers’ plates.

Carbon footprint of ingredients is something that more and more consumers are aware of, from imported avocados to beef burgers, the carbon intensity of ingredients is under scrutiny. Consumers are increasingly interested in lower-impact, locally sourced, and seasonal produce.

We are seeing sustainable shifts in how the casual dining sector operates

Despite the challenges, many casual dining businesses are taking meaningful steps toward sustainability with a few examples being…

• Wagamama is offering vegan, lower-impact alternatives of its most popular dishes, as well as aiming for 50% of its menu to be plant-based
• Many restaurants are increasingly prioritising ingredients from UK farmers and suppliers who practice sustainable agriculture and ethical treatment of animals
• Technology is also playing a role in minimising waste, with specific tools helping kitchens monitor inventory and even selling surplus food at a discount
• Compostable packaging, reusable containers, and deposit-return schemes are replacing single-use plastics across many chains

Change driven by consumers

Consumers, especially Millennials and Gen Z, are key drivers of this transformation. Our Say Do Sustainability Study (SDSS) highlights that a significant portion of UK diners actively seek out businesses with green credentials with some willing to pay more for sustainable options. Transparency, whether through carbon labelling, sourcing information, or sustainability reporting, is increasingly valued.

What does the future hold

The road to sustainability in casual dining is far from smooth. Rising costs, staff shortages, and inflation pose ongoing threats to profitability, making it difficult for some businesses to invest in greener practices. However, with growing public pressure, government initiatives, and the long-term benefits of sustainable operations, the sector is poised for further innovation.

In a time where dining choices also reflect broader values, casual dining is not just about convenience and comfort, it’s becoming a statement of environmental responsibility. As sustainability moves from trend to standard, the future of casual dining may well lie in its ability to serve both good food and a better planet.

As highlighted by the latest SDSS findings, understanding consumer behaviour is essential for those operating in the casual dining sector and at MM-Eye we specialise in uncovering meaningful consumer insights that help brands effectively connect with their audience. Whether your goal is to refine your sustainability messaging, develop products that resonate, or deepen your understanding of consumer expectations, our expertise will ensure your brand remains relevant and competitive. Discover how our insights can support your brand’s sustainable future – contact us today at info@mm-eye.com or fill out the form below to arrange a consultation.

Confessions of a Reformed Fast Fashion Girlie (Kind Of)

April 2025, By Katie Brown

Because changing the world shouldn’t mean giving up cute clothes.

Let’s be real – I’ve clicked “add to cart” on Shein more times than I’d like to admit. The dopamine hit of getting a haul for the price of a Pret sandwich? Tempting. Too tempting. And yeah, I’ve worn outfits once, posted the pics, and then shoved them to the back of my wardrobe like they were radioactive. Because apparently, wearing the same thing twice on Insta or a night out is some kind of fashion crime (???). I grew up with that idea – outfit repeats were a no-go if there was even a chance someone might clock it.

Fast forward a few years, and something’s shifted. The guilt of those throwaway fits is louder. The landfill piles are higher. And the “new new new” culture feels a bit… tired?

Fast Fashion’s Real Cost

We all love a bargain, but fast fashion has some not-so-cute consequences. The fashion industry is responsible for around 10% of global carbon emissions – more than aviation and shipping combined. And according to MM-Eye’s 2025 Say Do Sustainability Study (SDSS), most of us do care. We want to make more sustainable choices. But the reality? It’s complicated.

Sustainable brands are often priced out of reach. The fit and quality might be better, but when you’ve got £30 to your name, are you really going to drop £100 on a top?

We’re trapped between good intentions and glossy Zara checkouts. It’s not always about not caring – it’s about access, habit, and the pressure to constantly be seen in something new.

What’s Actually Going On Behind the Seams?

That £5 dress isn’t cheap for no reason. Many fast fashion items are made in factories where workers face low wages, unsafe conditions, and long hours. And the environmental impact? We’re talking chemical runoff, water pollution, and mountains of waste.

In the UK, approximately 350,000 tonnes of clothing are sent to landfill each year. That’s about 30% of our unwanted clothing, equating to around £140 million worth of used but still wearable clothing.

So… what can we actually do?

Step One: Rethink What “Sustainable” Means

Sustainability isn’t about being perfect. It’s about being a little more thoughtful, a little more curious. Ask

• Where was this made?
• Who made it?
• Where will it end up?

Start small. Repeat outfits. (No one actually cares as much as you think – and if they do, that’s on them.) Sell that “one-time wear” on Vinted or eBay, or donate it before it disappears into wardrobe purgatory. Give your clothes a second (or third) life.

Step Two: Get Creative with Your Clothes

Some quick wins:

• Buy second-hand. It’s serious right now – whether you’re scrolling through Vinted or browsing your local charity shops, there are absolute gems waiting to be found. Shopping second-hand massively cuts down on emissions and keeps perfectly good clothes in circulation.
• Mend or upcycle instead of tossing. Visible mending is actually a trend. Yes, really.
• Look for better fabrics – organic cotton, bamboo, hemp, linen, or recycled materials are all gentler on the planet.
• Wash less, air more. Laundry eats up energy – cool washes and fewer cycles help your clothes and the Earth last longer.
• Swap with your friends. Honestly, fashion swaps should be a night out of their own.

Step Three: Support the Brands Doing Better

There are brands trying to do things right. They’re transparent about their supply chains, they pay fair wages, and they make pieces that last.

And don’t forget – the most sustainable outfit is the one already in your wardrobe.

A Final Note on Doing What You Can

This isn’t a call-out. It’s a call-in. I still get tempted. I still slip up. But I’m learning to pause and ask questions before I buy, and to actually wear the stuff I own like I mean it.

Because sustainable fashion? It’s not just eco-warriors and minimalist wardrobes. It’s for all of us trying to do a bit better, without losing our personal style – or our minds.

So yes, I’ve been that fast fashion girlie. But now, I’m also the one re-wearing the same blazer for the fifth time, scrolling Vinted instead of ASOS, and finally donating that dress that never fit quite right.

Imperfect progress is still progress. And that’s worth showing off – maybe even on Instagram.

If you’d like to learn more about SDSS or how our insights can support your business, get in touch at info@mm-eye.com or use the form below to book a consultation.

The Say-Do Gap: Sustainable Ambitions vs. Everyday Realities

April 2025, By Nicola Church

How often are you now in conversations with friends and family where someone says, “I’m trying to be more eco-friendly”? Sustainability has become part of the social script – especially among younger consumers – and we’re talking about it more than ever before. Over the past four years, figures like Sir David Attenborough have brought environmental issues into mainstream awareness, with powerful images of turtles entangled in plastic, while Greta Thunberg has highlighted the urgency of the climate crisis. We all now understand that living sustainably is important, and we genuinely want to do better. In fact, our latest Say Do Sustainability Study (SDSS) shows that 94% of UK adults want to lead more sustainable lives. Yet, the reality tells a different story. Many of us continue to shop with brands, such as Shein, which we know fall short on environmental or social responsibilities, often due to affordability. This disconnect between intention and behaviour is what we call the Say-Do Gap.

WHY DOES THE SAY-DO GAP EXIST?

The cost of living continues to weigh heavily on UK consumers. Right now, 79% say it’s the country’s top concern -more than in any other European nation.

After Wave 2 of our Say Do Sustainability Study last year, I wrote Has the cost-of-living crisis killed the sustainability agenda? – MM-Eye about how this financial pressure was affecting sustainable behaviours. I concluded that while the cost of living was clearly influencing choices, the desire to live more sustainably hadn’t disappeared. People still believed in the power of collective action – that individuals can make a difference.

SO, WHAT’S CHANGED IN THE LAST 12 MONTHS?

The challenge is clear: consumers still want to make a difference, but many are struggling to see how real change can happen.

Whilst there’s a sense of hope in the power of individual action, there’s also a growing sense of realism. People understand that true, large-scale progress needs to be led by corporations and governments. Yet, there’s a rising cynicism that these institutions won’t act unless profit is involved – and that’s driving frustration.

Still, despite this, the intention remains. Consumers continue to believe in the power of collective action; even small, individual choices can contribute to something bigger.

HOW CAN BRANDS CLOSE THE GAP?

The million-dollar question remains, why don’t good intentions turn into habits? The short answer is that many of us try to change too much, too quickly, with too little support. Initial enthusiasm fades, and sustainable intentions fail to stick.

In this year’s SDSS report, we applied the Theory of Behavioural Change to explore how brands can drive real, long-term behaviour changes around sustainability. The model highlights three questions consumers must answer yes to before change takes hold:

1. Do others think everyone should do it?
2. Do I want to do it?
3. Is it easy for me to do it?

According to our latest insights, UK consumers are already aligned on the first two—they want to change and believe there’s a societal push to do so. The challenge lies in the third: ease.

To bridge the gap between intention and action, brands must focus on making sustainable behaviours simple, accessible, and cost-effective. That could mean:

• Making existing products more sustainable
• Ensuring sustainable options are affordable and easy to find
• Communicating existing initiatives clearly and transparently

Right now, consumer frustrations are rooted in a feeling that the responsibility to drive change has been placed on individuals. They’re asking brands to do the heavy lifting, so sustainable choices can be easily made, without compromise, driving forward the collective effort.

To learn more about the Say-Do Gap, download your FREE copy of MM-Eye’s latest Insight Lens here Downloadable Reports – MM-Eye and look out for a free webinar, coming soon, talking to our experts in more depth on this topic. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation.

Can Ethical Consumerism Save Us From Running Out of Chocolate?

April 2025, By Vitalija Narstyte

Chocolate, the world’s beloved indulgence, faces an uncertain future. Concerns about a global chocolate shortage have circulated for over a decade. I vividly recall first encountering these warnings back in 2014 and feeling genuinely worried. Since then, these fears have intensified as climate change, diseases affecting cocoa trees, and economic challenges continue to threaten cocoa production. Recent studies and industry reports underscore the seriousness of the situation, prompting many to wonder: Are we truly running out of chocolate?

The Looming Cocoa Crisis

Cocoa, the essential ingredient that gives chocolate its irresistible taste, is predominantly grown in West Africa, especially in countries like Côte d’Ivoire and Ghana. Together, these two nations supply more than half of the world’s cocoa. However, cocoa farming in this region is facing increasing threats that put the future of chocolate at risk.

Climate change has become a major concern, causing temperatures to rise and rainfall to become more erratic. This unpredictable weather is harming cocoa plants, reducing harvests, and leaving farmers struggling to adapt. Experts warn that, unless major changes are made, large areas of cocoa-growing regions could become unsuitable within the next few decades.

Adding to these challenges, diseases are devastating cocoa plantations. Ghana, in particular, has been hit hard by the cocoa swollen shoot virus, which continues to spread rapidly, leaving large areas of farmland damaged or completely unusable.

Another unexpected threat is the rise of illegal gold mining in cocoa-growing regions. Miners clear vast areas of fertile farmland, damaging the land and water sources that cocoa plants rely on. This has significantly reduced cocoa harvests and driven chocolate prices up worldwide.

Social Shifts and the Future of Chocolate

Consumer attitudes towards chocolate are evolving, driven by increased awareness around ethics and sustainability. While chocolate remains one of the UK’s favourite indulgences, shoppers are becoming more conscious about how their treats are sourced and produced. Initiatives such as Tony’s Open Chain, which promotes fair pay and ethical farming practices, demonstrate a growing willingness among UK consumers to support brands prioritising positive social change, even when that means paying more.

At the same time, economic pressures are significantly shaping consumer choices. Rising chocolate prices have prompted many shoppers to opt for cheaper alternatives or cut back on consumption altogether. This shift underlines a challenge for chocolate brands – finding the right balance between affordability and a genuine commitment to ethical and sustainable practices.

Consumer habits have historically contributed to the very issues now threatening the chocolate industry. The ongoing demand for inexpensive chocolate has often encouraged farming practices that prioritise quantity over quality and sustainability. Such pressures have led to environmental damage and economic struggles within cocoa-farming communities, increasing the risk that cocoa could become increasingly scarce in the future.

To secure chocolate’s long-term future, brands must respond effectively to these changing consumer priorities, carefully balancing price, sustainability, and ethical responsibility.

Consumer Awareness and Action

Understanding consumer behaviour is crucial for brands seeking to succeed in the increasingly sustainability-conscious chocolate market. MM-Eye’s latest Say Do Sustainability Study (SDSS) provides valuable insights into UK consumer perceptions of leading chocolate brands and their efforts towards sustainability. The study explores how these perceptions influence consumer behaviours and highlights opportunities for brands to better align with customer expectations.

At MM-Eye, we specialise in uncovering meaningful consumer insights that help brands effectively connect with their audience. Whether your goal is to refine your sustainability messaging, develop products that resonate, or deepen your understanding of consumer expectations, our expertise will ensure your brand remains relevant and competitive. Discover how our insights can support your brand’s sustainable future – contact us today at info@mm-eye.com or fill out the form below to arrange a consultation.

Knit Everyday Challenge: Building Habits and Raising Awareness One Stitch at a Time

April 2025, By Vitalija Narsyte 

In a unique approach to community involvement and personal wellness, the Alzheimer’s charity has launched a “Knit Every Day in March” challenge. This initiative encourages knitters of all skill levels, from novices to experienced craftspeople, to engage with their needles and spend a few moments each day practicing their craft. The challenge serves as a creative outlet and a means to foster awareness and support for Alzheimer’s research, providing participants a daily chance to relax, concentrate, and contribute to a significant cause.

At MM-Eye, we strive to embody our values. Since people are one of our core pillars, I decided to take on a personal challenge by joining the Knit Every Day in March Challenge. As a business, we continuously seek ways to build stronger connections and foster community.

Bringing Your Whole Self to Work

At MM-Eye, our commitment to people extends beyond professional development, we actively encourage everyone to bring their whole selves to the work we do. Whether it’s creative passions, charitable efforts, or personal goals, we believe that individuals thrive when they feel supported to pursue what matters to them. This people-first approach not only contributes to well-being but also enriches our culture, creating a workplace that celebrates individuality, empathy, and shared purpose.

The Knit Everyday challenge is just one example of how personal passions can intersect with a wider impact. In supporting causes we care about and embracing activities that bring us joy and focus, we strengthen our sense of community both within and beyond MM-Eye. When we say our people are one of our pillars, we mean it in every sense, from valuing their professional insights to championing their personal journeys.

A Creative Outlet with Tangible Benefits

Knitting is inherently therapeutic. The rhythmic act of forming each stitch not only helps to quiet a busy mind but has also been shown to improve focus and reduce stress. Engaging in this repetitive, creative process offers an escape from everyday pressures, allowing you to slow down and connect with something tangible and rewarding. Beyond mental clarity, knitting also sharpens fine motor skills and can be a cognitive exercise. Some studies have shown that hobbies like knitting can even delay the onset of dementia.

Knitting also serves as a bridge between generations. The craft has been passed down in many families as a cherished tradition, linking grandparents, parents, and children through shared techniques and stories. I learned how to knit from my grandmother as a child. Although I found it a bit boring then, I picked it back up in adulthood and still have fond memories of us knitting together. It is often a topic of conversation between my grandmother and me now.

How Did the Challenge Go?

I am happy to report that I managed to knit every day in March. Even on the busiest days, when I could only squeeze in a couple of rows, I kept the momentum going. After a winter filled with long-term projects, I found myself in a bit of a knitting slump at the end of February. I honestly believe that if I had not taken on this challenge, I would not have knitted nearly as much in March.

To rekindle my passion for knitting, I decided to focus on smaller projects, opting for accessories over full garments while experimenting with techniques I had not tried before. For instance, I tackled colourwork knitting for the first time – a great experience that introduced me to a new world of creative possibilities. This change made my work more engaging and reignited my love for the craft.

I also shifted my attention to gift knitting, finding extra motivation in the idea of creating something special for others, especially when there was a deadline to meet. This approach pushed me to manage my time better, carving out little moments for knitting during my daily routine. Whether it was while commuting, on a short train journey, or even spending half an hour knitting in bed in the morning or evening, I discovered that there was always a bit of time to knit.

Sharing my progress with my local knitting group during our weekly Monday meetups made the challenge more fulfilling. I also shared the experience more broadly, spreading the message about the charity and encouraging others to participate.

Overall, the Knit Every Day Challenge has been a great exercise in building a consistent knitting habit and raising awareness for Alzheimer’s research.

At MM-Eye, our culture is not just about what we do but how we do it. It is wonderful to be part of a team that encourages individuals to live their values in a way that suits them. If you’d like to learn more about our culture and how we put our values into action, please contact info@mm-eye.com or use the form below to schedule a consultation.

SDSS 2025: How Well Does Your Brand Align with Consumer Sustainability Expectations?

Sustainability is an essential factor in consumer decision-making, shaping brand loyalty, reputation, and, ultimately, business success. Consumers today hold brands to higher standards than ever before, demanding transparency, authenticity, and measurable action in sustainability. Despite these clear expectations, a significant gap still exists between consumer desires and brand delivery, creating both a substantial risk and an exciting opportunity.

We are excited to launch today The Say Do Sustainability Study (SDSS) 2025, which explores this landscape comprehensively, providing critical insights to help brands navigate these complex waters. This year’s report draws on the views of over 3,000 UK consumers, offering a nuanced understanding of how sustainability influences perceptions, attitudes, and purchasing behaviours.

Consumer Insights: A Growing Call for Action

Our research highlights a clear sense of urgency among UK consumers. An impressive 82% speak positively about sustainability, yet 53% also express critical perspectives, revealing both enthusiasm and scepticism towards current sustainability practices. Just 6% of UK adults rarely consider sustainability, emphasising growing awareness and concern about climate change and the necessity for individual action.

Around 90% of all UK consumers wish to do more individually to live sustainably, with this sense of urgency particularly pronounced among younger generations, especially those under 35. An overwhelming 83% express a desire to adopt more sustainable lifestyles, highlighting the widespread recognition that immediate, collective action is essential to addressing the climate crisis.

Why SDSS 2025 Matters to Your Business

At MM-Eye, we believe that understanding consumer perspectives on sustainability is not optional, it’s fundamental. SDSS 2025 equips your business with the insight needed to bridge the gap between consumer expectations and your brand’s actions. SDSS provides insights to better understand consumer priorities, allowing you to strategically position your brand to inspire meaningful, positive change.

Transform Insights into Impact

With SDSS 2025, you can deepen your understanding of sustainability through detailed, data-driven insights that reveal precisely what your target audience values most. In benchmarking your sustainability performance against competitors and industry standards, you gain clarity on your strengths and areas for improvement. These insights empower you to authentically connect with consumers, fostering deeper loyalty and lasting brand value through impactful, strategic actions.

Investing in Sustainable Success

Gaining comprehensive, actionable sustainability insights is essential for future-proofing your brand. We understand that every business has unique sustainability goals and constraints, and therefore we have created flexible options to ensure all businesses, regardless of their size or current stage in sustainability, can access these critical insights.

Whether through our detailed Standalone Report at £2,500 (excl. VAT) for immediate insights or via one of our tailored subscription tiers, SDSS 2025 is structured to meet your needs. Subscription packages start from the accessible Basic option (£1,900/year), offering core insights and an individual brand performance report. Our Enhanced subscription (£3,250/year) provides deeper comparative category insights, while the Comprehensive subscription (£4,750/year) delivers full consumer landscape analysis and a dedicated purpose workshop to translate insights directly into strategic actions.

We are committed to making sustainability insights accessible, practical, and impactful for every business. This investment will help your brand confidently navigate sustainability challenges, turn opportunities into strategic advantages, and position you as a sustainability leader.

Lead with Confidence, Drive Sustainable Change

Are you prepared to turn sustainability challenges into strategic opportunities? SDSS 2025 provides the essential insights you need to succeed in a market where sustainability defines business success.

If you’re interested in learning more about SDSS and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

The Three Sustainability Actions That Define the Future of Finance

March 2025, By MM-Eye

Sustainability in finance is no longer just a niche area. It has swiftly transitioned into a fundamental expectation for consumers across the UK. The upcoming Wave 3 of the Say Do Sustainability Study (SDSS) provides revealing insights into precisely what consumers value most when it comes to sustainable finance practices.

Recent research clearly demonstrates the extent to which sustainability influences consumer choices. A 2023 survey from Capgemini indicates 79% of consumers have adjusted their purchasing behaviour due to environmental and social factors, highlighting the necessity for financial institutions to fully grasp and respond to these changing expectations.

Supporting Sustainability Initiatives Beyond Core Operations

Consumers today value brands that actively contribute to broader environmental and community sustainability projects. Such external initiatives signal genuine commitment and help establish trust and loyalty among customers, who increasingly seek brands with tangible sustainability credentials. Financial institutions that invest in meaningful sustainability initiatives outside their immediate business operations are likely to see stronger brand equity and long-term customer retention.

Providing Loans to Fund Sustainability Projects

Financial institutions play a crucial role in shaping a sustainable economy. Data from the UK Parliament’s Environmental Audit Committee shows the global market for sustainability-linked debt has now surpassed US$4.2 trillion, reflecting growing consumer and investor demand. Offering targeted loans to fund sustainability projects aligns directly with consumer expectations and positions banks as key enablers of environmental progress. Providing capital for green energy, carbon reduction, and circular economy initiatives presents an opportunity to lead the market while meeting customer demand.

The Shift Towards 100% Paperless Banking

The push towards digital and paperless processes goes far beyond operational efficiency. Consumers interpret this transition as a genuine step toward reducing environmental impact. Online banking, digital statements, and AI-driven customer support reduce reliance on paper, cutting down on waste while improving accessibility. Banks that embrace fully paperless operations send a strong message about their commitment to sustainability, attracting an increasingly eco-conscious customer base.

Understanding Sustainability Expectations Is a Business Imperative

Understanding consumer perspectives on sustainability is no longer optional; it is a business necessity. Financial institutions that actively engage with their customers’ environmental and social expectations are better equipped to build robust, lasting relationships. This enhances brand perception and can ultimately lead to improved customer loyalty and market differentiation.

As we prepare for the launch of SDSS Wave 3, the early indicators already underline the importance of financial brands understanding precisely what consumers expect from sustainable practices. The financial sector, positioned uniquely at the intersection of capital and societal change, has an exceptional opportunity to lead the way in meeting and surpassing these expectations.

If you’re interested in learning more about our Say Do Sustainability Study and how it can benefit your business, contact us today at info@mm-eye.com or use the form below to book a consultation.

The Say Do Sustainability Study Wave 3 Coming Soon!  Are You Ready for What’s Next?

March 2025, By MM-Eye

Sustainability has quickly become an urgent priority for businesses across all sectors, but understanding exactly what consumers expect has never been more complex or critical. The landscape is shifting rapidly, driven by younger generations, diverse consumer perspectives, and evolving economic realities. Businesses that do not actively engage with consumer expectations risk falling behind in an increasingly sustainability-driven market.

The Say Do Sustainability Study (SDSS) Wave 3, available from 31st March 2025, offers essential insights into the latest consumer attitudes towards environmental and social responsibility in the UK. Surveying around 3,000 UK adults and leveraging advanced tools like ThoughtScape™, the study offers unparalleled depth and nuance, enabling businesses to adapt their sustainability strategies effectively.

Why Should Businesses Care?

Brands today face mounting pressure not just to talk sustainability, but to demonstrably act on it. Consumers are increasingly informed and discerning, demanding clear and measurable actions from companies. Driven by younger generations, particularly Zellenials, consumer expectations around authentic sustainability engagement have significantly intensified. This generational shift, combined with the specific self-scrutiny from female consumers, who emphasise transparency and empathetic communication, makes nuanced sustainability messaging essential.

While there is cautious optimism about progress on environmental challenges, underlying anxiety persists, reinforcing the demand for practical and actionable sustainability strategies. Making sustainability accessible to all consumers, regardless of socioeconomic status, is essential, highlighting the importance of inclusivity and affordability.

Overall, there is a collective commitment across the UK to improved environmental stewardship, presenting brands with an opportunity to lead decisively and inspire widespread positive behavioural changes.

Introducing the SDSS Brand Index

Wave 3 also continues the groundbreaking SDSS Brand Index, offering brands critical insights into how effectively their sustainability efforts match their promises. Understanding your Say Do Gap and how your Positive Action Index compares within your industry could be decisive for your brand’s reputation and consumer loyalty.

The full SDSS Wave 3 report, available from 31st March, provides comprehensive analyses and actionable recommendations tailored to today’s complex sustainability landscape.

Is your business ready to lead, or risk being left behind?

To secure your copy or find out how the SDSS Wave 3 insights can propel your sustainability strategy forward, contact us at info@mm-eye.com or use the form below to book your consultation.

The Power of Women: Driving Sustainable Change

March 2025, By Katie Brown

As the main shopper in my household, I spend a lot of time thinking about what we buy – sometimes too much time. From debating which “eco-friendly” washing detergent actually works to feeling guilty about the number of snack wrappers my son goes through in a week, sustainability is always on my mind. Like so many other women, I try my best to make responsible choices, but let’s be real – life is busy, and we can only do so much. That’s why I believe big companies need to step up. We’re making the effort, but if businesses don’t make sustainable choices easier and more affordable, how can we be expected to carry this burden alone?

This article serves as a follow-up to last year’s article, Bridging the Gender Gap in Sustainability Communication, where Ettie explored women’s growing influence in sustainability efforts. Our latest 2025 SDSS findings reaffirm that women of all ages are prioritising ethical and sustainable choices more than ever before. While younger generations are particularly vocal, women across all age groups are making conscious decisions that impact the environment. However, many women remain critical of their own sustainability efforts and feel that larger forces -brands, businesses, and policymakers – must do more.

The Purchasing Power of Women

Women’s purchasing power is undeniable. Across the UK, women make the majority of household consumption decisions, giving them immense influence over which brands and products thrive. Our study found that women are more likely than men to consider sustainability in their purchases, yet they often feel frustrated by a lack of accessible and transparent options.

Interestingly, many women feel an increasing sense of responsibility when it comes to sustainable shopping, often leading the charge in making more eco-conscious choices for their households. However, they also express frustration that businesses are not making it easier for them. Many feel that companies should be doing more – whether through better product design, clearer labelling, or more sustainable supply chains – to enable truly impactful change.

Bridging the Gap: How Businesses Can Support Women’s Sustainability Efforts

1. Authentic and Inclusive Communication

It’s not enough for brands to simply claim they are sustainable – women want transparency and authenticity. Companies should clearly communicate their sustainability efforts and, most importantly, acknowledge the role of women in driving change. Recognising and validating their efforts can encourage more engagement and advocacy.

2. Women-Centric Sustainability Initiatives

Beyond marketing, brands need to develop tangible initiatives that cater specifically to women. This could mean designing more sustainable product options that fit women’s needs, supporting female-led sustainability projects, or providing incentives that make sustainable choices more affordable and practical.

3. Continuous Research and Adaptation

Consumer attitudes towards sustainability are constantly evolving. Within just two years, we’ve seen a shift in how people think about their environmental impact – from a focus on practical actions to a deeper, more existential concern. Staying informed through research like the SDSS is crucial for brands that want to remain relevant and responsive to women’s changing needs.

The Future of Women’s Impact on Sustainability

With women playing a critical role in shaping household consumption, their advocacy for sustainable products and ethical business practices has the power to drive real change. But for this change to be truly effective, brands and businesses must listen, adapt, and take meaningful action. Women are ready to make a difference, now, it’s time for the corporate world to meet them where they are.

At MM-Eye, we are committed to helping organisations understand and support women’s sustainability journeys. Our latest Say Do Sustainability Study provides crucial insights into how businesses can engage with female consumers in a way that is authentic, impactful, and forward-thinking.

To learn more about our findings and how we can help your organisation create a lasting impact, contact MM-Eye today at info@mm-eye.com or use the form below to book a consultation.

Women are leading the charge for a better future. The question is – who’s coming with us?