Eager Corporates, Stubborn Customers!

Many companies have set ambitious sustainability goals to reduce their carbon footprint in scopes 1-3 and achieve net zero by 2050. Many good initiatives have been launched to achieve this. Most of them are consumer or customer-facing such as more sustainable product alternatives, offsetting options at moment of purchase, etc.

Now however, companies realize that customers do not behave as sustainably as desired. Examples from our recent projects in sustainability:

• leisure travel is booming and even above pre-pandemic levels

• the greener choices in the grocery store remain a niche

• low price beats eco-friendliness in construction and purchase of white goods

Why are customers so stubborn and prefer to talk rather than act?