Halo by Design founder, Tam Hussey, talks about how digital experiences can enable behaviour change at scale and unlock business benefits beyond meeting sustainability goals.
What is the Green Gap?
Anyone who has tried to do anything hard knows about the say–do gap. Just think about how hard it is to commit to learning a new language or even drinking less coffee. The gap is statistically proven and often sizeable - it is also extremely common in the sustainability space. So common that behavioural psychologists have given it a name; the ‘Green Gap’. Current evidence suggests that when it comes to sustainability, intentions get translated into action roughly 50% of the time.
According to a Futerra survey reported by Forbes, 88% of UK and US consumers want brands to help them close the ‘Green Gap’ and behave more sustainably. Providing this support offers a great opportunity for brands to build deep connections with their consumers, which improves customer loyalty and unlocks financial benefits.
Brands such as Ikea, BP, British Cycling and Manchester Council are already supporting customers in this space
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