Category: Insight

Are Universities and Professional Development Providers Ready for the Sustainability Demands of Zellenials?

August 2024, by Ettie Etela

If you read our insight blog regularly, it won’t be a surprise that sustainability is important to us. Our SDSS (Say Do Sustainability Study) has consistently shown that sustainability is at the forefront of Zellenials’ minds (Gen Z and younger Millennials). As many young people enjoy the summer before the start of a new term at university, we wanted to reflect on how important sustainability is for Zellenials in their higher education choices and further professional development.

The Active Shift in Sustainability Awareness

SDSS indicates a significant increase in sustainability awareness, primarily driven by Generation Z. The study shows that 80% of these young individuals are actively involved in sustainable practices, showing that they incorporate sustainable living into their daily routines, such as through recycling, energy conservation, and choosing eco-friendly products. Furthermore, 40% of these young adults expressed a strong desire to further enhance their environmental efforts. This shift influences all aspects of decision-making for this generation, including their approach to education and career goals.

The Importance of University Sustainability Efforts

Supporting our findings, a study by QS found that 79% of students felt it was very important for universities to reduce their environmental impact. This is a clear demonstration of the role that educational institutions play in advancing a sustainable future. As universities are often seen as leaders in innovation and progress, their commitment to sustainability can inspire and empower students to take action. Likewise, over half of the students interested in studying in the UK actively research universities’ sustainability strategies in their decision-making process. Students are no longer choosing universities based solely on academic reputation or campus facilities; they are also evaluating the institution’s commitment to sustainability.

Sustainability Over Location

The Times Higher Education survey showed that students ranked a university’s commitment to sustainability higher than its location when deciding where to apply. There is a shift in priorities among the younger generation, who are increasingly valuing environmental and social sustainability over traditional factors. This signals a broader cultural change among young people who see sustainability as integral to their identity and future.

Courses with Sustainability Content

There is also a growing demand for sustainability-focused academic content. A survey by the Higher Education Academy found that 60% of students are interested in courses that include sustainability content. Students are looking for universities that practice sustainability and also for programs that incorporate sustainable principles into their curriculum. This demand for sustainability content reflects a desire to be part of the solution and to contribute to creating a more sustainable world.

What Educators Need to Know

The focus on sustainability among Generation Z individuals is a fundamental shift in values that influences their educational and professional choices. As students prepare to return to university, the importance of sustainability in their decision-making process is clear. To stay relevant, universities and businesses are under pressure to recognise and support this shift and communicate their positive impact more effectively. Institutions and education providers need to understand how to align their strategies with the values of the younger generation, and research can help in this understanding.

Understanding The Role of Sustainability For Young Adults And Professionals

At MM-Eye, we understand sustainability’s critical role in the lives of students and future professionals. Our commitment to providing insights into sustainability trends helps educational institutions and businesses align their strategies with the values of the younger generation. Our Say Do Sustainability Study provides valuable insights into the changing priorities of the next generation, and we are dedicated to helping organisations leverage these insights to create meaningful change.

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

Inside MM-Eye’s Supplier Selection & Building Strong Partnerships

July 2024, by Debbie Fitzpatrick

MM-Eye Ltd has a tried-and-tested vetting process for selecting new Suppliers. Over many years, we have established a process that has ensured that we select like-minded, competent, flexible, high-quality, and dependable partners in many markets around the globe. Given our independence, we are not restricted to whom we work with, so we ensure we establish relationships with agencies that are best suited to the research project that we undertake on behalf of our end clients.

Building Strong Partnerships

We are proud of the many suppliers we have successfully vetted, and who now form part of our network. Few are well known or very large but with each we form a true partnership: we understand their competencies and they commit to deliver the highest standards in what they do: be that recruitment of large-scale quant studies, logistical management of qual or quant clinics, or project management and moderation of qualitative research.

Our Evaluation Framework

We have a framework to evaluate potential Research Suppliers based on the following criteria:

1. Competency – What is their core offering, do they specialise in a sector we are interested in i.e. Sustainability, Automotive, nonprofit? Who are their existing customers? Do they have synergy with our end client? Do their clients provide testimonials and appear satisfied with the service they received? Who are the leadership team?
2. Control – Do the senior team stay in control i.e. is the person who pitches the person with whom you work? Are they adaptable and able to respond to unforeseen issues?
3. Capacity – How large is the company? Would they be able to undertake the size of project we have designed? Do they have sufficient recruiters/interviewers or moderators?
4. Commitment – Is the supplier committed to a providing reliable and high-quality offer? Do they clearly detail their processes and approach to ensuring quality? Do they have acceptable validation and back checks in place that meet our standards when it comes to recruitment?
5. Consistency – Do they have systems that guarantee consistent high-quality recruitment, fieldwork, moderation, and data output? Do they have membership to well recognised organisations: ESOMAR, MRS, other local country representative bodies? Do they work in adherence with recognised Data Protection/GDPR guidelines?
6. Communication – How did they interpret the brief we shared? Do they respond quickly and provide a full rationale for their proposals? Are they engaged, keen to converse, put across their point of view or share their local market knowledge? How good is their spoken and written English?
7. Cost – How do they compare to other suppliers contacted who have also provided a quotation? Is their fee good value for money? Are they offering something above that of other suppliers?
8. Culture – Do their background and values align with ours? Are they B Corp accredited? Can we form strong bonds with their teams?

 Nurturing Relationships

We ensure that once selected, we foster and develop relationships with those that we work with educating them with full project briefing in person or remotely, setting up effective ways of working (with full documentation to aid the correct implementation of our requirements), continual communication at all stages of a project life cycle. Over the years, it has been rare for us to have to end a relationship with a local market supplier. Exceptions to this have been in UAE and India. Both markets are hugely challenging when it comes to overall agency competency, staff consistency, recruitment quality, adherence to deadlines and transparency. But these decisions have only ever been taken after extensive support and re-training had been undertaken, which included travelling to the local market, training, and setting up rigorous processes with the aim of improving the quality and clarity of our requirements.

 Partnership of Continuous Improvement

To further enhance our supplier relationships, we have implemented a project satisfaction questionnaire. This allows our suppliers to provide feedback on how we performed as a client and offer insights for future improvements.  We actively seek and incorporate their feedback, ensuring a true partnership dynamic. This process helps us refine our approach and demonstrates our commitment to continuous improvement and mutual growth. Our suppliers appreciate this opportunity to voice their experiences, and it’s solid it defies the collaborative spirit that drives successful project outcomes.

What This Means for Our Clients

For our clients, this meticulous vetting process translates to reliable, high-quality research outputs. Our strong supplier relationships ensure that projects are executed with precision and professionalism. Clients can trust that the agencies we partner with are committed to excellence and align with our values of transparency, reliability, and quality. Our commitment to continuous improvement and stringent quality standards means that clients receive insightful and actionable research results that drive their business decisions.

If you are interested in learning more about our supplier vetting process or how we can assist with your research needs, contact us today at info@mm-eye.com or use the form below to book a consultation.

Why get so hung up about hotel towels?

July 2024, by Damien Field

Recently, I’ve been doing a lot of international qualitative research. This has led me to travel widely across Asia, Australia, India, the Middle East and the Americas. (MM-Eye’s Ecologi carbon offsets have been working overtime to cover this)

Along with Starbucks and hand sanitiser, another ever-present during these trips was a little card in my hotel bathroom encouraging me to hang my towels up, use them another day, and save the environment.

Now, I don’t know about you, but at home, the towels get washed every week, so keeping them for 2-3 nights in a hotel is not a major hardship.

So, rather than chuck the towels into the bath and look forward to fluffy, neatly-folded fresh towels every day, I took to hanging them up.

Here’s where the problem started and where I get to the point. More often than not, I’d come back to my room (after a hard day of ethnos and groups) and discover that my limp-used towels had been replaced with fresh ones. On the odd occasion when I was in my room when room service called, they would see it as an affront to their hospitality not to provide me with clean towels despite my asking to keep my old ones.

This is a classic example of the Say Do gap within an organisation. The marketing department and operational team at HQ get together to devise a positive message for customers, endorsing eco credentials. A lovely customer message is created. Yet, operational staff at the coal face are not briefed, trained, and supported to deliver the product. The customer is left feeling perplexed and mildly irked. The business does not get the environmental (or financial) savings.

A small example, maybe, but one that speaks volumes about the challenges businesses face in converting good corporate intention into tangible environmental action – and the customer risks of failing to do so.

MM-Eye is a market research agency that is dedicated to delivering Insights That Power Positive Change, those nuggets of understanding about how customers want, expect and perceive brands to behave when it comes to the environment.

We’d love to hear more about your business, help you sharpen your plans for positive change and close the Say Do gap between your intentions and operational practices.

If you would like more information about the work we do helping businesses close the Say Do gap, explore the details of our latest Say Do Sustainability Study on our website. You can also contact us at info@mm-eye.com or use the form below to book a consultation.

HOW DOES LOCAL KNOWLEDGE DRIVE GLOBAL RESEARCH SUCCESS?

July 2024, by MM-Eye

When research agencies carry out global projects, local partners often remain the unsung heroes. Their important on-the-ground expertise is essential for a successful project. At MM-Eye, we recognise the instrumental role these experts play, particularly as we expand our qualitative projects into diverse regions such as Africa, Asia and the Middle East.

The way we conduct global research has evolved significantly over the past 15 years, moving away from a global top-down strategy toward more meaningful engagement with local teams. This evolution has been important in ensuring we provide our clients with insights that take account of the emotional and cultural fabric of each market, ensuring our research is globally consistent and locally relevant.

The Power of Local Expertise

Our partnerships with local researchers and agencies across various countries have enabled us to tap into deep cultural insights and consumer behaviours that would be otherwise inaccessible. These collaborations allow us to understand the unique characteristics of each market, from urban centres to rural areas, providing a comprehensive view that informs our clients’ strategies.

A Collaborative Approach

Some of our most important projects involve direct collaboration with local teams. These teams play a fundamental role in determining how our clients communicate with consumers in meaningful ways. We leverage these local insights to provide clients with insights to tailor marketing campaigns and reflect the specific needs of the markets they operate in, preferences, and cultural nuances.

We essentially balance universal brand values with market-specific opportunities, offering an edge in varied markets.

Voices from the Field

To bring these insights to life, we incorporate voices from the field— we work all over the globe, and our local partners in markets such as Africa, Asia, and the Middle East share their firsthand experiences and observations. Their invaluable contributions are important in adapting the relevance of our insights to specific markets, ensuring that our clients can make informed decisions that provide a global fit while being locally made.

Our Role and Perspective

At MM-Eye, we pride ourselves on our ability to integrate global consistency with local relevance. Our role is not just to gather data but to interpret it through the lens of local expertise, providing actionable insights that drive strategic decision-making. We believe that the future of global research lies in this collaborative partnership with local experts, allowing us to navigate the complexities of diverse markets effectively.

As we continue to expand our research initiatives in Africa, Asia and the Middle East, we remain committed to leveraging the invaluable expertise of our local partners. In embracing the power of local expertise, MM-Eye ensures that our clients understand and connect with their target audiences in meaningful ways.

If you are interested in learning more about our global research capabilities, contact us today at info@mm-eye.com or use the form below to book a consultation.

Are You Using Segmentation to Boost Your Business Insights?

July 2024, by MM-Eye

At MM-Eye, our journey to understanding consumers starts with understanding our client’s objectives. Often, this means delving into their markets and uncovering the diverse makeup of their consumer base. Whether grasping the nuances of sustainability engagement or identifying luxury consumer behaviours, segmentation is our key tool for driving deeper understanding and delivering actionable insights.

Why We Use Segmentation

Segmentation is important because it allows us to break down large, heterogeneous markets into smaller, more manageable groups. By doing so, we can identify specific consumer segments that share similar characteristics, behaviours, and needs. This enables businesses to understand the different facets of their market in a granular way, providing a clearer picture of who their consumers are and what drives them.

How Segmentation Provides Actionable Insights

Effective segmentation transforms raw data into meaningful, actionable insights. For instance, as part of our Say Do Sustainability Study (SDSS) study, we have analysed distinct consumer groups based on their engagement and attitudes towards sustainability. This segmentation highlighted critical differences in how consumers perceive and act on sustainability issues.

In identifying these distinct groups, businesses and brands can tailor their strategies to meet the specific motivations and needs of each segment, ensuring their initiatives are impactful and connect deeply with their target audience. For example, a segment that is highly engaged in sustainability may respond positively to eco-friendly product innovations and transparent corporate practices, while another segment might prioritise cost-saving measures that also happen to be sustainable.

MM-Eye Custom Segmentation Studies

At MM-Eye, we specialise in providing a comprehensive understanding of your market through advanced segmentation techniques. Here’s how we can assist your business:

We design our segmentation studies to your specific needs, whether you’re exploring consumer behaviour in sustainability, luxury, or any other area. We customise our approach to ensure that we capture the unique dynamics of your market.

MM-Eye Driving Actionable Insights

Our segmentation analysis offers deep insights that inform strategic decisions. We help you understand who your consumers are, what they value, how they behave, and why they make certain choices. Armed with our segmentation insights, you can develop more precise and effective marketing, product development, and customer engagement strategies. This targeted approach maximises your return on investment and enhances customer satisfaction.

Segmentation is a powerful tool that can unlock a deeper understanding of your market and drive more effective business strategies. At MM-Eye, we are dedicated to helping you harness this tool to its full potential. When you understand the distinct needs and motivations of your consumer segments, you can create more impactful and significant actions that drive success.

Ready to discover the power of segmentation? Contact us today at info@mm-eye.com or use the form below to book a consultation with us.

What Is An Impact Report?

June 2024, by MM-Eye

We recently released our interim impact report, which was well received by our clients and suppliers. Given the positive feedback, we thought it would be helpful to discuss impact reports, why companies produce them, and how they can be beneficial.

What is an Impact Report?

An impact report is a comprehensive document that outlines the effects of a company’s operations on various stakeholders, including the environment, society, and the economy. It goes beyond traditional financial reporting by focusing on the broader consequences of a company’s activities. These reports provide a holistic view of a company’s contributions and responsibilities, offering transparency and accountability.

Why Do Companies Produce Impact Reports?

• Companies produce impact reports to maintain transparency with their stakeholders. By clearly communicating the outcomes of their operations, they hold themselves accountable for their actions.
• These reports help engage stakeholders, including customers, employees, investors, and the community. They offer insights into the company’s commitment to social responsibility and sustainable practices.
• Impact reports serve as tools for measuring and assessing the effectiveness of a company’s strategies and initiatives. They highlight areas of success and identify opportunities for improvement.
• Companies build trust with stakeholders by showcasing their impact. Demonstrating a genuine commitment to positive change can enhance a company’s reputation and strengthen relationships.

The Benefits of Impact Reports

Impact reports offer several significant benefits, both for companies and their stakeholders.

• Stakeholders can make informed decisions based on the detailed information provided in impact reports. This can influence consumer choices, investment decisions, and policy-making.
• Organisations that produce thorough and honest impact reports are often viewed more favourably. This can lead to increased customer loyalty, investor confidence, and overall market reputation.
• By regularly assessing their impact, companies can identify areas for improvement and develop strategies to enhance their positive contributions over time.

Can We Help You with Your Impact Report?

As a B Corp, employee-owned business, we understand the importance of impact reporting and the challenges that come with it. We went to use our own experience to help other organisations produce detailed and accurate impact reports that resonate with their stakeholders.

Partnering with MM-Eye means you can effectively showcase your company’s contributions, build trust with stakeholders, and drive continuous improvement in your operations. Let us help you create impactful reports that demonstrate your commitment to positive change and sustainability. Contact MM-Eye today at info@mm-eye.com or use the form below to book some time with the team.

Proud to be Employee Owned – a personal perspective

June 2024, by MM-Eye

Today is Employee Ownership Day, when companies across many sectors in the UK celebrate and showcase the benefits of being employee-owned. Here at MM-Eye, we are incredibly proud to be a member of the growing employee-owned business community and want to mark today by reflecting on the benefits and impacts of being partners in a business we collectively own.

MM-Eye became 100% employee-owned in January 2023.  At the time, we were all excited about the transition and what this would mean for our business and for us individually.  Now, we are 18 months into this new chapter for MM-Eye, and we are proud of the culture of empowerment and ownership which is embedded in our business.  Along with our B Corp certification, which we secured in September 2023, we feel our employee-owned status reflects our values here at MM-Eye of being empowered, being supportive and acting with integrity.

But how does it really feel to be an employee-owner? How different is it from being just an employee?

Our colleague Katie joined MM-Eye 9 months ago, coming from a large company.  Her recent experiences here at MM-Eye give great insight into the benefits of working in an employee-owned business to the individual.

Katie says ‘Since joining MM-Eye and becoming a partner in an employee-owned company, I can confidently say the experience is incredibly rewarding compared to working for a large limited company.’

Picking up on the sense of ownership and motivation this brings, Katie goes on to say, ‘Here at MM-Eye, we all have a direct stake in the success of the business, which encourages joint responsibility and collaboration. I’ve always been motivated by a job well done, and this is now even more apparent.  Knowing that my efforts directly impact the company’s performance motivates me to go the extra mile.’

Katie’s sense of empowerment as an employee-owner shines through when she says ‘Unlike in a large limited company, where decisions are made by a distant board of directors, we have a say in major decisions, which has increased my sense of belonging and pride for the company.’

Reflecting on the supporting culture here at MM-Eye and opportunities for personal development, Katie concludes, ‘We are a close-knit workforce, and we are all working towards a common goal and really support each other. In my 9 months at MM-Eye, I have been involved in so many different areas of the business that I would never have had the chance to be part of previously. My knowledge has grown, and the experience has been eye-opening, rewarding, challenging, but most of all, fulfilling. I am so pleased I made the move.’

According to the Employee Owners Association, the number of employee-owned businesses in the UK is growing exponentially, with over 1,700 in the last count.  Research shows that the EO sector punches well above its weight across multiple dimensions of impact for employees, communities, and the wider economy.  Our own experience as a business and as individuals supports this.  If you think employee ownership could be the right path for your business, we would be very happy to share our experiences.

Co-Streaming Research: The key to increased esports viewership

June 2024, by Matias Van der Heijden

What is “Co-Streaming”? Many people, especially those unfamiliar with esports (if you’re unfamiliar with esports I recommend reading my previous article) won’t have heard the term “Co-Streaming” before. “Co-Streaming” is when a content creator or streamer broadcasts an event live alongside the official broadcast. It has been growing more and more popular over the last few years and is really starting to show now. Many large creators, especially higher-level players, are utilising their knowledge and entertaining broadcasts to increase overall viewership of live events.

This was shown recently in the League of Legends mid-season invitational, where one creator, “Caedrel,” co-streamed the event and surpassed the viewership figures of the official English broadcast. Many fans look to streams like his to watch the broadcasts as the creators add their own commentary over the official streams. But some fans will watch co-streams for different reasons.

The language barrier is a longstanding issue for fans trying to watch live events. Many tournaments are doing well with providing coverage of different languages for their broadcasts, but it isn’t perfect. Co-streaming tackles that issue perfectly. Many fans who don’t speak an officially covered language can now find a creator from their region covering the event, from Romanian to Tagalog (which saw 20x more viewership compared to last year); in MSI 2024, 19 languages were covered by a wide range of Co-streamers.

Many different games have been using this now, with League of Legends and Counter Strike being two of the big names implementing it. In Counter Strike, the Brazilian content creator “Gaules” has been around for a while, streaming the events and drawing in massive viewership. Covering a language such as Portuguese, he has been able to become the go-to for Portuguese broadcasts. In 2022, he received a viewership of 684,000 vs the official broadcast’s 114,000 in the PGL Antwerp major. Gaules really showcases the way that a streamer can boost the viewership by covering languages that have little to no coverage.

On the industry’s side, Co-streaming is a win-win: the streamers get increased viewership, and the hosts get to claim those as viewership numbers in their overall totals, likely increasing sponsorship revenue and bringing more attention to the scene in general. However, with as much success as co-streaming has been showing, many tournament organisers seem to be unsure as to the way to go with it. Some events have tested opening co-streaming to the public, but with the number of rules around the sponsorship having to be covered, it’s almost impossible to moderate.

The general way it works is by paying for the broadcast rights or signing an agreement with the tournament organiser. Many millions have been spent on rights in the past, but it appears to be shifting more toward a contract. As long as people don’t have sponsors competing against the tournament sponsors and abide by the rules set out ahead of the broadcast, the organisers seem open to letting people co-stream.

Understanding the public’s sentiment towards co-streaming is central to its future success. Market research can provide valuable insights into how different demographics perceive co-streaming, helping organisations tailor their strategies effectively. For instance, do fans prefer content from specific creators, or is there a demand for broader accessibility, allowing more creators to join in? Are there particular content features, such as in-depth analysis or entertainment-focused commentary, that fans find more engaging?

Identifying which markets desire official language coverage over co-streamer coverage can help organisers make informed decisions. For example, understanding the primary language preferences can optimise broadcast strategies in regions where multiple languages are spoken. Market research can also uncover nuances in viewing habits, such as peak viewing times and preferred platforms, which can further enhance the reach and impact of co-streamed content. Consumer sentiment analysis is another critical aspect. By gathering feedback from viewers, we can assess their satisfaction with current co-streaming options and identify areas for improvement. This feedback can guide organisers on potential partnerships with new streamers, regions to target for expansion, and content formats that resonate most with the audience.

At MM-Eye, we specialise in uncovering these insights through comprehensive market research. By analysing viewer preferences and behaviours, we can help esports organisations and content creators better understand their audiences. Our research can guide decisions on whether to expand co-streaming opportunities and how to optimise language coverage to maximise engagement. To explore these questions further, please reach out to our team @MM-Eye using the form below or email us at info@mm-eye.com.

From Insight to Impact: How can Market Research be a Catalyst for Sustainability?

May 2024, by Ben Davis

As a market research agency positioned at the crossroads of various industries, we have a unique opportunity and responsibility to ensure sustainability remains a key focus for our clients. On World Environment Day, we delve into market research’s crucial role in shaping sustainable business practices and driving positive environmental impact, highlighting how MM-Eye drives change through our latest Say Do Sustainability Study (SDSS).

Uncovering Hidden Opportunities for Sustainable Innovation

In recent years, sustainability has evolved from a niche concern to a central aspect of consumer behaviour. Today’s shoppers are increasingly vigilant about the environmental and social impact of their purchases. Our market research capabilities are essential in identifying these shifts and helping businesses capitalise on them.

Through advanced data analytics, surveys, and focus groups, we reveal emerging trends that can drive sustainable innovation. Our innovative tool, ThoughtScape™, leverages AI-powered text analytics to delve into consumers’ subconscious motivations, revealing trends that other research methods might miss. This insight enables businesses to innovate, whether it’s developing biodegradable materials, enhancing energy efficiency in production, or creating products that support a circular economy.

Assessing the Effectiveness of Sustainable Business Practices through SDSS

Implementing sustainable practices and investing in sustainable innovation is crucial, but measuring the effectiveness of both is equally important. Market research provides the metrics needed to evaluate these initiatives comprehensively and assesses whether they have been effectively communicated to consumers. Companies can gauge the real-world impact of their sustainability efforts by tracking key performance indicators, though these don’t always reflect consumer perceptions.

Our latest SDSS offers an in-depth benchmark analysis option for businesses to compare their performance against industry standards. With fresh insights and consumer perspectives from 2024, this is the most comprehensive study of its kind in the UK, covering 55 brands across 11 industries and using 12 key metrics to assess the success of the brands’ sustainability initiatives and strategies. This comparative analysis highlights areas for improvement and showcases achievements, fostering a culture of continuous enhancement in sustainability. It also engages a representative sample of the UK population, helping our clients recognise what matters most to their target audience and understand the different targeting strategies available to ensure the most effective communication of their impact.

Enhancing Stakeholder Engagement through Data-Driven Insights

Market research helps craft targeted communication strategies that resonate with each stakeholder group by understanding the values, concerns, and expectations of consumers. Businesses can tailor their messages to demonstrate genuine commitment and progress in sustainability.

SDSS has revealed key trends in sustainability messaging, providing deep insights into how different groups perceive sustainability efforts. These insights help businesses refine their communication strategies to build trust and credibility with consumers. For a deeper dive into these insights, please follow this link to our Say Do Sustainability Study or read our recent article on how Zellenials view sustainability and brand efforts here.

Driving Behavioural Change for a Greener Future

Once a strategy is created to communicate a company’s sustainability initiatives and impact, ensuring the messaging effectively changes consumer behaviour remains a significant challenge. Market research can identify the behavioural barriers and motivators that influence sustainable choices. By leveraging behavioural science principles, we help businesses design interventions that nudge consumers towards more sustainable actions, thereby extending the positive impact of many businesses. We can then conduct projects that track behavioural change and the real-life impact of sustainability strategies, providing the evidence needed to drive further investment and impact in sustainability.

Celebrating World Environment Day

On this World Environment Day, we celebrate the indispensable role of market research in fostering sustainability. From uncovering hidden opportunities for innovation to driving behavioural change and ensuring effective marketing and communication of sustainability strategies, market research equips businesses with the insights needed to make informed, impactful decisions.

By harnessing the power of market research, businesses can enhance their sustainability strategies and contribute to a greener, more sustainable future.

Contact us or book an appointment to discover how MM-Eye can support your sustainability initiatives, help you achieve your environmental goals, and help you achieve your business goals.

Has the cost-of-living crisis killed the sustainability agenda?

May 2024, by Nicola Church

2021, the UK fell into a cost-of-living crisis; 3 years on and despite the slight reprieve in inflation over the last year, the crisis still impacts consumers on a daily basis. Food and non-alcoholic drink prices are now 30% higher than they were in April 2021, and between 2021 and 2023, the average weekly mortgage payment increased by almost 20%. As families struggle with debt and sacrifice essentials, has the drive for sustainability lost its momentum?

In the latest wave of our Say Do Sustainability Study (SDSS), we explore the impact that socioeconomic influences have on consumer engagement with sustainability. We found that only a fifth of UK consumers in lower income groups feel they are doing better than average in leading a sustainable lifestyle – significantly lower than their counterparts in higher socioeconomic groups, who have greater resources and financial flexibility to make sustainable choices. This gap reflects the real economic equation of our ability to act green; sustainable products often demand higher prices, and as disposable income drops, our ability to afford these products decreases.

So, does the cost-of-living crisis signify a setback for sustainability efforts?

A Collective Commitment

Despite the financial struggles many consumers are contending with, there remains a unified spirit of working together to do more. This desire transcends demographic differences and unifies consumers in a pursuit to improve the planet for future generations. Regardless of their income bracket, almost 90% of UK adults want to lead a more sustainable lifestyle, and active engagement in sustainability has increased, particularly amongst younger generations. Making sustainable choices isn’t an easy option – yet there is a clear acknowledgement that we must work together to make them.

Consumers are calling out for help from brands, governments, and organisations. We need to work together to achieve our goals.

Seeking Economic Solutions

The affordability crunch presents hurdles for consumers and companies, grappling with rising costs of raw materials, utilities, and transportation. Delivering cost-effective, sustainable products isn’t a straightforward task. However, there is a strong feeling amongst consumers that the onus of making sustainable choices cannot be placed solely on them. We need to work together; brands need to do more. They need to drive change and create accessible, cost-effective, sustainable initiatives that demonstrate a commitment to environmental leadership. Brands that place sustainability at the heart of their proposition and actively engage with consumers on the subject have an opportunity to position themselves as champions of the collective effort towards achieving sustainability goals – gaining a competitive edge and building customer loyalty.

Within the Say Do Sustainability Study, we explore this topic further and deep dive into consumer perceptions of 55 brands across 11 categories. To explore further and gauge how brands in your category fare, we invite you to reach out and schedule a meeting with us using the form below or find out more at: www.mm-eye.com/SDSS