The spectrum from intent to action varies by consumer segments, indicating that sustainability goals are better achieved through unlocking consumers’ value drivers and differentiated products, according to the NielsenIQ (NIQ) thought leadership report entitled “Green Divide”.

This report dives deep into the spectrum of the consumer landscape and how they think and act differently when it comes to sustainability and purchasing decisions.

It is critical for businesses to understand how consumers are evolving on the journey of sustainable consumption – do they practice what they preach; what are their motivations; barriers or triggers for change?

How can we tap into the unique motivators and influences across diverse groups to unlock the required behavioural change on our sustainable journey?

To make sense of the report and how businesses can leverage the embedded nuggets of insights is Louise Hawley, the Managing Director for NIQ Singapore, Thailand, Malaysia.