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.
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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.
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?
We can help you navigate the complex space of sustainability.
Insight Communities
Consumers hold diverse and evolving views, especially on topics like sustainability. As par of The S Word research, we spoke to over 4,000 people from 11 markets and listened to, read and analysed 639 individual stories, made possible through the power of insight communities.
Struggling to keep up with shifting consumer expectations? Get in touch to find out how an insight community can help you stay ahead.
Co-Creation
Developing sustainability propositions and communications, or products, services and new business models, suitable for multiple markets and segments, can be complex. collaborating with consumers or stakeholders through co-creation, and running proposition sprints will help you to navigate shifting consumer dynamics and develop clear, actionable next steps.
Struggling to see what you need to build for audiences in this new context? Co-create your next product, feature, or experience with us to resonate deeply with your consumers.
Brand Tracking
Keeping up with changing consumer views is challenging, understanding how your brand stacks up against competitors or leaders in the space is even harder. New visions of a Good Life rely on quarterly insights, benchmarking brand performance using real-time data from insight communities and brand trackers.
Want to know how you’re performing in your market? Stay aligned with market expectations by contacting us about our brand tracking solutions.
Advisory
Brands are faced with multiple pressures maing sustainability a precarious space to navigate. Leveraging years of research and a suite of tools across industries, we help brands move forward with confidence. There’s no one-size-fits-all solution, whether climate-focused or otherwise, building a robust strategy means using a mix of tailored tools and techniques alongside skilled consultancy to create a dynamic ongoing picture.
Need skilled support to navigate this space?
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.
