Adressing your sustainbaility pain points bymeeting people's popular needs
Are you being told your customers "don't care" and "can't afford" sustainability in this economic and geopolitical climate?
Frustrated that your responsible compliance and investment cannot be communicated for fear of greenwashing?
Our People's Eco '26 research shows that "sustainability" issues are an everyday reality for people and that the universal, prioritised needs of prudence, protection and enjoyment present routes to engagement that bypass belief in climate change.
Do you want to understand how your customers perceive and experience their environment, what they expect from your business and how to communicate to them?
This playbook for action delivers our framework and vision for how to achieve popular engagement on eco issues by making them personal at scale.
Across three chapters, we explore our Trio of Truths:
Meconomy - People are focused on conservation – of their own resources
Healthy Habitats - Protecting the bodies and environments we live in is what counts
Closer Comms - People want messages and metrics delivering visibility, tangibility and immediacy
We also address the challenges of Division, Depression and Disempowerment so you can:
- Sidestep climate change arguments amongst activists and deniers to find common ground
- Overcome despondency with narratives of positive progress and visions of the future
- Stop people feeling isolated and unimpactful by demonstrating collective efficacy
We make actionable, strategic recommendations that are:
- grounded in online nationally representative survey data from a panel of 6,000 adults aged 18+
- contextualised against the global outlook for emissions, threats, resources and energy
- illustrated by inspirational innovation examples
Author Richard Cope has been conducting and analysing market research on consumer behaviour for two decades and was the author of the Global Outlook on Sustainability series at Mintel.
Markets: UK, France, Germany, Italy, Spain, US.