The Human Rules of Sustainability: Key Event Takeaways
To explore the gap between consumers’ sustainable intentions and their actual behaviors, tms hosted “The Human Rules of Sustainability,” a virtual panel which took place on March 19.
The event dove into the proprietary research we conducted in collaboration with global consultancy agency Bryter, analyzing over 40 academic papers, 5,000 cultural data points, and insights from over 2,000 participants across the US to better understand consumers’ underlying motivations and subconscious drivers.
Through our research, we uncovered a fresh perspective on a fundamental truth: sustainable initiatives are most effective when they enhance, rather than hinder, the user experience.
At the event, Tania Wendt, SVP of Engagement and Strategy at tms, unpacked our key findings, while four leading industry experts shared their insights on bridging the intention-action gap. Seb Martin, Founder, Bryter; Oliver Ellis, Sustainability Lead, JDE Peet’s; Gina Engel, Former Sustainability Manager, Live Nation; and Francesca Mahoney, Former VP of Sustainability, Petco; joined to discuss how brands can create sustainability strategies that drive real action.
Move away from sustainability as this halo. Stop using that as the reason that people should use your product and just develop products that are superior. Full stop.
The discussion revealed that solutions based on rational decision-making often fail because consumers tend to act impulsively, prioritizing hedonistic desires over sustainability in many real-world situations. To encourage sustainable behaviors, brands should design choices that align with these impulsive tendencies, making sustainability intuitive rather than requiring extra effort.
Consumers are also resistant to sacrificing quality, convenience, or enjoyment for sustainability – to succeed, brands must position their eco-friendly products as the superior choice, not just the “right” choice. Instead of leading with climate responsibility, successful sustainability strategies should prioritize innovation, performance, and desirability, with eco-benefits as a bonus.
This conversation is just the beginning – watch the full event recording and download our five key takeaways to explore how your brand can design sustainability strategies that truly stick.
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