How to facilitate accessibility to sustainable choices to overcome the Value-Action Gap.

We are, by now, overwhelmed with evidence that general publics around the world are concerned about climate, environmental and social issues – the core topics of sustainability.

Throughout 2022, Kantar tracked spontaneous concerns amongst people in 19 nations (between them accounting for 68% of Global GDP) across all continents. Of those issues deemed most in need of solution, the economy came first closely followed by climate and environmental issues, then inflation and social issues roughly level with each other.

Cynics point to the significant value-action or intention-action gap as evidence that this reported concern is flimsy, putting all the responsibility for inaction on the public. We know that the public is very willing to do its part but not alone and rejects this analysis. They can see that this is getting personal with implications for their health, living conditions, society and prosperity. According to Kantar’s Global Issues Barometer data, 71% of people agree with the statement, “People like me need to do whatever we can to fight climate change”. And 61% see a connection between climate change, pollution and our health.