The ‘S’ Word

We were thrilled to be approached by the C Space team to be two of the six experts sharing viewpoints and insights around their recent research project, The ‘S’ Word.

The climate emergency is the most existential issue facing the planet. Yet ‘sustainability’ is one of the biggest drivers of inaction. It challenges governments who remain hostage to short-term needs for votes and vested corporate interests. It roots brands fearful of greenwashing and green-hushing to the spot. It makes culture warriors of consumers who feel lost, humbled, righteous, confused and guilty all at once. Sustainability is toxic. Sustainability is life-giving. Sustainability needs a new approach.

The climate emergency is undeniable except for those who deny it. And everybody in between. Attitudes towards sustainability have become so tricky to measure that many brands have given up trying. But the need to find a better way grows more pressing by the day. The say-do excuse (‘our customers say they want sustainability but don’t follow through’) is wearing thin. Generations Z and Alpha – the customers shaping your future – demand you take more responsibility now. More sustainable ways of doing business are becoming an inevitable licence to operate, to the extent that many young people don’t even consider it up for debate. And from supply chains to compliance, customer loyalty to product development, reputation management to investment, time is getting shorter for businesses who can’t walk the talk on sustainability.

With this landmark piece of research from C Space covering more than 4,000 people across three continents, we’ve identified a new way forward for brands with sustainability. A way that respects and celebrates differences across products, sectors and markets. That recognises that commercial success and sustainability need not be at odds. That doesn’t seek to slot consumers into unhealthy, antagonistic categories. That aims to make connections, build relationships and grow communities. That breaks apart our dysfunctional love triangles. Dysfunctional love triangles? Yes, because this is what relationships on sustainability between brands, consumers and governments have become. Seething maelstroms of finger-pointing and distrust, where everyone else is always to blame.

This ‘S’ word study dismantles these fractured connections and examines the five battlegrounds on which they play out: cost, effort, closeness, trust, and judgement. Offering a refreshing and hope filled perspective - you can find the full report here.