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YouGov Framework: Attitudes to brand sustainability & authenticity in Britain

  A sizeable chunk of the British population professes a preference for sustainable consumer products. But reaching this consumer base in an effective way requires more than just apt package labelling, reveals a new YouGov framework study. The groups are designed to represent the varying ease with which marketers of sustainable products can reach consumers, including: Yours faithfully: Prefer sustainable brands and do not agree that brands will use any label to make money Justify my love: Prefer sustainable brands but are sceptical about brands’ use of labelling That don’t impress me much: Show no preference towards sustainable brands and are sceptical about brands’ use of labelling Jury’s out: Show no preference towards brands that are sustainable but do not agree that brands will use any label to make money Download the full framework and segment profiles .. Full story on yougov.co.uk 

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