The ‘S’ Word
Breaking Free from Sustainability Paralysis
Our latest report, The S Word, explores how “sustainability” can paradoxically stall climate action, as brands, consumers, and governments struggle with distrust and competing priorities. Based on insights from over 4,000 participants, the report outlines a new path to align sustainability with real benefits and foster impactful change.
Download The S Word report.
Key Takeaways:
- Sustainability Stalemate: Brands, consumers and governments are stuck in a cycle of inaction, each expecting the other to lead.
- Five Battlegrounds: Key barriers to progress include cost, effort, closeness, trust, and judgement.
- Consumer Focus: Align sustainability efforts with real-life benefits like health, savings and convenience.
- Redefining Quality of Life: Sustainability can enhance, not diminish, everyday experiences.
- Brand Role Models*: Opt in to access five distinct sustainability roles for brands to play a part.
* To access the brand role models, select the relevant field in the form, and a member of our team will reach out with the full report.
The climate emergency is arguably the most urgent existential issue facing our world today. Yet despite growing awareness and concern, the concept and language of “sustainability” often adds confusion and complexity as opposed to clarity.
In our latest report, The S Word: Breaking Free from Sustainability Paralysis , C Space dives deep into this challenge, speaking to over 4,000 people across three continents to uncover what’s really holding brands and consumers back, and how we move forward.
The “sustainability paralysis” is fuelled by a dysfunctional love triangle between brands, consumers, and governments. Each party sees the others as both the problem and the solution. Brands fear backlash if they don’t “walk the talk,” consumers feel misled by greenwashing, and governments face competing demands. This stalemate has led to widespread distrust and inaction.
Our research identifies five “sustainability battlegrounds”, cost, effort, closeness, trust, and judgment, that are blocking progress. To break free, brands need a new approach, one that moves beyond compliance and taps into hearts and minds. Alison Nuttall, Head of Sustainability Operations from JLR explains, “Being a responsible business means going above and beyond compliance. It’s about connection, not just targets.”
In the journey toward sustainability, no single brand approach fits all, so we must redefine the roles that brands can play in the space. From Pioneers, defined by bold sustainable purpose, to Pragmatists that focus more on everyday benefits, The S Word introduces five unique roles to guide brands in building trust, engaging customers, and making an impact.
At its core, our work is about opportunity. As stated by Michael Lotfy Gierges, Schneider Electric (voted the World’s Most Sustainable Company 2024 by Time Magazine and Statista), “It’s no longer nice to have, it’s no longer a buzzword. It’s our license to innovate, to manufacture and to serve customers. A lot of customers are actually asking us, ‘hey, come and help us. We actually don’t know where to start.’. We have an incredible opportunity ahead of us.”
The S Word offers a new way forward, rethinking the relationship between brands and consumers, where everybody prospers through innovation, responsible growth and ultimately a better quality of life.
WHAT’S NEXT?
Navigate complex issues – whether sustainability or beyond – with C Space’s advisory services. Our extensive research, expert guidance and tailored strategies help you better understand your customers and move forward with confidence using Insight Communities, Co-Creation and Brand Tracking. Let’s craft a dynamic strategy for your brand.
Insight Communities
Uncover evolving consumer perspectives with ongoing dialogues that provide rich, actionable insights.
Discover how communities improve customer engagement to drive growth.
Co-Creation
Build impactful propositions, products and strategies by collaborating directly with consumers and stakeholders.
Let’s co-create your next big idea!
Brand Tracking
Benchmark your brand against competitors and market leaders with real-time insights to get ahead of shifting expectations.
Find out how brand tracking can help you outpace the competition.
The ‘S’ Word Methodology
Eleven markets, nine online communities, over 3,900 survey responses, 639 personal stories, and a global team connecting across continents—all to uncover the real drivers behind sustainability paralysis.
With thanks to PepsiCo for the use of their global community for discussion and anecdotes.
