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.