Sustainability will be a defining issue of the 21st Century. It is becoming a hotly contested battleground for political, scientific and commercial debates, and is increasingly influencing how consumers engage with brands.

We set out to understand…

What do consumers really think about sustainability?
What perceptions and behaviours are already changing: what’s driving these changes, and what might happen next?
How is sustainability affecting purchasing decisions?
What are consumers’ expectations of brands?

Touching every sector - from FMCG, Fashion, Alcoholic beverages and travel - we’ve presented our sustainability playbook to teams spanning R&D, consumer insights, marketing and product innovation. Each taking away new ways to action next steps in their sustainability strategy using our 5 guiding principles.