Introducing The Say Do Sustainability Study 2025

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 announce the launch of The Say Do Sustainability Study (SDSS) 2025. This study provides a comprehensive exploration of the sustainability landscape, offering critical insights to help brands navigate these complex issues. This year’s report draws on the opinions of over 3,000 consumers in the UK, providing a nuanced understanding of how sustainability affects perceptions, attitudes, and purchasing behaviours. Using our AI-driven tool, ThoughtScape™, along with our proprietary sustainability segmentation, we have thoroughly examined consumer perspectives on sustainability

Major Findings

Optimism Amidst Anxiety

While optimism about tackling environmental issues exists, a significant undercurrent of anxiety underscores the urgent need for clear, actionable steps towards sustainability.​

A United Front for Sustainability

There is a collective commitment from individuals for better environmental stewardship, evidenced by the universal readiness to enhance sustainable habits across the UK.​

Generational Frustration

Gen Z continue to lead, demanding that brands and organisations not only commit to, but actively engage in sustainability, but a perceived lack of action is causing rising frustration.

The Power of Women

Women remain self-critical and worried about their contributions. With significant purchasing influence, brands to communicate more effectively and empathetically with female audiences.​

Accessibility and Affordability

Socioeconomic factors continue to affect consumer’s ability to change behaviours, emphasising the need for inclusive strategies that ensure everyone can act.​

A Need to Drive Real Behavioural Change

In the current climate where consumers are stretched by the cost of living and are cynical of brand’s motivations to be sustainable, how can we bridge the disconnect between intent and action?

Introducing our Brand Index

Measuring Your Brand’s Sustainability Impact

The SDSS Brand Index meticulously measures and tracks how well brands’ sustainability practices align with their public declarations. This index offers invaluable insights for businesses seeking to understand their position in the sustainability landscape and for consumers aiming to make informed choices based on a brand’s genuine impact.​

These insights highlight the urgency and complexity of navigating sustainability in today’s world. They serve as a call to action for brands and organisations to deepen their understanding of these critical shifts.​To harness these insights for your business and explore strategic sustainability paths adapted to evolving consumer expectations, consider purchasing the full SDSS 2025 report. Gain unparalleled access to detailed analyses and recommendations that can drive your sustainability initiatives forward.​

 

CLICK HERE TO PURCHASE THE REPORT

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