Closing the Sustainability “Say-Do” Gap: A Call to Action for Brands and Society

In today’s world, the gap between what consumers say they want when it comes to sustainable living and what they actually do has become a critical issue. This “say-do” gap represents both a challenge and an opportunity for businesses, governments, and civil society organizations. Our research at GlobeScan, through our annual Healthy & Sustainable Living study of 30,000 consumers, uncovers key insights into this phenomenon and what it means for driving change.

The Global Say-Do Gap: What Consumers Say vs. What They Do

Despite growing awareness around sustainability, 50% of consumers across the globe report they want to live “a great deal” more sustainably. However, only 26% of people say they are making “major changes” to align with these desires. This gap remains consistent across all 31 markets we track.

This discrepancy is not unlike other areas of life where good intentions don’t always translate into action—think of the common resolutions to exercise more or read more, yet finding it difficult to follow through. However, when it comes to sustainability, the stakes are higher, and there’s more skepticism around this gap.

💡 Implication: The gap represents a substantial opportunity for businesses, NGOs, and governments to step in and empower consumers. By aligning products, services, and policies with consumer values, there’s potential to gain market share, build loyalty, and lower consumption footprints.

Why Aren’t Consumers Making More Sustainable Choices?

One key reason for the persistent say-do gap is the immaturity of sustainability messaging and marketing. Globally, only 4% of ads contain sustainability messages, and fewer than 1 in 5 products in the U.S. have any sustainability marketing such as labels, certifications, claims, etc.

A study by CreativeX assessed over 2.5 million ads from 2020 to 2023 and found that a staggering 96% of advertising lacks any mention of sustainability. Similarly, the Sustainable Market Share Index by the NYU Stern Center for Sustainable Business showed that just 18.5% of 250,000 products evaluated in the U.S. are marketed as sustainable.

💡 Implication: To close the gap, brands must improve how they market sustainable options, making it clear that these products are not only better for the planet but also for the consumer’s health, finances, and lifestyle. The goal is to make sustainability irresistible, emphasizing benefits rather than positioning it as a sacrifice. To achieve this, companies need to enhance collaboration between their marketing and sustainability departments in order to improve messaging, prevent greenwashing, and make a real impact. Additionally, brands must increase their investment in advertising, as it is a key driver of sales.

Beyond Irresistibility: Making Sustainable Choices Inevitable

To scale sustainable behavior, we need to move beyond just making sustainability attractive—it needs to feel inevitable. This requires a cultural shift, where sustainability becomes part of everyday norms, reinforced by infrastructure, policies, and societal signals.

When asked about barriers to sustainable living, nearly half of consumers (49%) cite cost as the main obstacle. Additionally, there’s a strong belief that more needs to be done by governments (43%), businesses (32%), NGOs (24%), and others.

At a higher level, consumers are seeking supportive and enabling infrastructure to encourage greater adoption of certain behaviors. This involves both making it easier and helping people feel confident that they can contribute, especially when others parties are also doing their part.

💡 Implication: A broader, coordinated effort from businesses, governments, NGOs, and communities is needed to foster a culture where sustainable living is not just an option but the default. By reinforcing sustainability as the norm through advertising, government incentives, and social campaigns, we can help create an environment where sustainable choices feel easier and more natural.

Conclusion: The Path Forward for Brands

The sustainability “say-do” gap highlights both a challenge and a powerful opportunity. Brands that successfully align their marketing strategies with consumer desires for sustainability—and do so with authenticity—will position themselves to lead in this space.

Creating a future where irresistible and sustainable choices are inevitable requires greater collaboration, innovation, and investment across society to shift the cultural context. It's difficult, but the rewards are enormous if done well.

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