Tania Wendt shares how to make sustainable choices effortless for customers with QSR magazine
When consumers are in a ‘hot state’ – hungry, task-focused, and time-pressured – how can brands get them to act sustainably? tms dove into this subject at our recent event, “The Human Rules of Sustainability,” exploring the action-intention gap between customer beliefs and their sustainable actions from the proprietary research tms conducted with Bryter.
Our research surveying 2,000 US consumers revealed 72 percent of people believe they’re responsible for clearing and sorting their trash in cafes and quick-service restaurants, like McDonald’s or Starbucks – but only 29 percent actually do so.
As tms’ SVP, Engagement & Strategy, Tania Wendt, writes in QSR magazine, fast-food restaurants must make their customers feel that doing the right thing is fun, rewarding and, above all – effortless. It’s all about sparking joy, rather than guilt, to appeal to their brains’ reward systems.
Clearing up after ourselves and sorting out waste is at odds with the QSR experience as a whole, which centers on ease and indulgence. QSRs need to take consumer behavior into consideration and rethink their sustainability practices to make their customers feel that doing the right thing is fun, rewarding and, crucially, effortless.
After all, nearly six in 10 consumers (57%) believe sustainability shouldn’t come at the expense of their personal experience.
Read more on how brands can design for behavior, not belief on QSR Magazine.
