Sustainability Segmentation:

Our latest report helps brands overcome the many roadblocks to a sustainable future - through the power of audience insight. As the impacts of climate change grow more extreme, we all know the imperative for sustainable behaviours to be adopted across society, particularly when it comes to consumer choices.

Yet all too often we find ourselves making purchase decisions based on price, familiarity or ease instead of any sustainable consideration. For brands ready to operate in the green economy, this poses a serious marketing challenge – and for the sake of the planet, one that can’t go unanswered.

In our far-reaching and practical study, Savanta assesses the often complex attitudes consumers in the UK, US and Canada take towards sustainable lifestyle choices, helping marketers understand where different audience segmentations stand on the road to going green – from the most responsive, to those most resistant to change.

Download our free report now: Savanta’s Sustainability Segmentation: insight to power a greener economy

Audience insights for green marketing

Crucially, by plotting sustainable intentions against real-world behaviours – the infamous ‘say-do’ gap – and overlaying the analysis with socio-political values and personality traits, our report provides a much-needed holistic view of the various capabilities, motivations and opportunities of different types of consumers.

Free to download, the report also offers sector-specific insights for each of its seven audience segmentations, revealing attitudes and behaviours towards grocery shopping and food consumption, lifestyle, home energy use, travel habits, money, and work.

Further analysis also assesses the attitudes of younger generations and explains why brands should take note as sustainable marketing strategies make it to the mainstream.

Research with purpose

Savanta’s mission has always been to help clients make better decisions. But sustainability marketing – although representing a significant opportunity for brands – is a uniquely challenging discipline.

As a business, Savanta uses the internationally recognised B Corp framework to focus our strategy on people, the planet and profit. We are also a signatory to the Market Research Society Sustainability Pledge, committed to achieving a Net Zero business, while our CRO, Nick Baker, is also a founder member of the Insight Climate Collective.

Our commitments and values as a business help underpin the thought leadership and practical advice that accompanies our latest report and places Savanta in a unique position to help guide brands as they too turn their focus to the sustainability agenda.