The Sustainable Lifestyles Frontier Group (which includes big companies like Walmart, Waste Management and McDonalds) has been looking at why there is a “value-action” gap between what consumers say in surveys and then actually do.
They found “the problem isn’t with values, but with value. The consumer values are just fine, it’s the value offered by brands that needs attention. For most sustainable products and behaviours the hard question of “what’s in it for me?” is still largely unanswered. Sustainable products and behaviours are better for the planet, but are they better for the person buying and practicing them?”
This fits with Beacon consumer surveys which show motivation for improving home performance is all about warmth and comfort, and saving money, ahead of saving the planet.
