Tania Wendt shares key findings from tms’ sustainability research with Fast Company
tms’ SVP of Engagement and Strategy, Tania Wendt, was recently featured in Fast Company, where she shares the key findings from our recent proprietary sustainability research, “The Human Rules of Sustainability,” offering a fresh perspective on what it really takes to drive sustainable consumer behaviour.
In the article, Tania unpacks the difference between what consumers say about sustainability versus how they actually behave. While many claim to support eco-friendly practices, the reality is that most won’t compromise on convenience, quality, or experience. In fact, nearly 60% of American consumers say sustainability shouldn’t come at the expense of their personal experience. In these “hot state” moments, subconscious priorities override conscious values and consumers fall back on what’s easiest or most familiar.
Taking a deeper dive on this research, Tania explores several behavioral and design-based reasons why sustainability messaging often falls flat, and why brands need to rethink how they deliver value if they want to inspire action.
If you can create a product or experience that is pleasurable, joyful, and rewarding, but also happens to be good for the planet, you will be able to sell sustainability to even the most selfish of consumers.
She discusses the role of subconscious decision-making, how traditional eco-messaging can unintentionally alienate customers, and why guilt-based campaigns may be doing more harm than good.
Read the full article on Fast Company to dive further into Tania’s insights.
Want to learn more about the key takeaways from “The Human Rules of Sustainability?” Catch up on demand now.
