The sustainability say-do gap: A big challenge-but an even bigger opportunity

The sustainability say-do gap is nothing new. Year after year, data confirms its persistence. For example, while 65% of consumers say they want to buy from purpose-driven brands that champion sustainability, only about 26% actually follow through, according to Branding Strategy Insider.

What’s less widely known, however, is that products marketed as sustainable are consistently outperforming expectations. The 2023 Sustainable Market Share Index reveals that these products accounted for nearly a third of the growth in the consumer packaged goods (CPG) sector from 2013 to 2023 — and that trend has continued, even amid inflation.

This contradiction can be frustrating and misleading, tempting brands to conclude that consumers don’t truly care about sustainability. But that’s far from the truth. In fact, behavioral data suggests the opposite: consumers do care — but their actual decisions are influenced by how options are presented in real-world contexts. This is where behavioral research, empowered by technologies like Virtual Shopping, comes into play—bridging the gap between intention and action by allowing us to observe and analyze consumer behavior in a realistic environment.

Build a sustainable offer people actually want to choose

To close the say-do gap, start with the product itself. Sustainability, while important, won’t win over shoppers on its own. Your product still needs to deliver on the fundamentals: performance, value, and usability. The trick is integrating sustainability seamlessly into an offer that’s already desirable.

Behavioral insights confirm that people make decisions quickly, often based on instinct and first impressions — not idealistic intentions. So, sustainability needs to be presented in a way that supports intuitive, positive associations.

Take Dove’s refillable deodorant: it merges sleek design with reduced plastic waste, making sustainability feel premium, not punitive. Or Unilever’s “Dirt Is Good” campaign, which reframes sustainable washing habits as empowering rather than restrictive. These brands succeed because their sustainable positioning is aligned with behaviorally proven drivers: ease, appeal, and emotional relevance.

The behavioral takeaway? Don’t rely on guilt. Make sustainability the easier, better-feeling choice — and it will stick.

Clarity and credibility win the shelf

Once the product delivers, your next challenge is to communicate that value in a way that resonates at the point of decision. In behavioral research, we know that consumers rarely read in-depth claims or conduct side-by-side comparisons. Most decisions are made in seconds — which means clarity and specificity are non-negotiable.

Generic claims like “eco-friendly” or “green” often fail to land because they lack actionable meaning. On the other hand, specific, quantifiable claims like “85% less plastic” or “saves 1,000 liters of water per pack” grab attention and foster trust. These are the types of messages that behavioral pack testing repeatedly shows to be effective in fast-paced retail settings.

Just as critical is the truthfulness of your claim. If you say your packaging is “100% recyclable,” but the cap isn’t, you risk losing credibility. Transparency beats perfection — especially when consumers sense that a brand is being forthright.

Behavioral research helps refine both the wording and the placement of claims, ensuring they are noticed, understood, and remembered — ultimately moving the consumer from intention to purchase.  But it’s not just the packaging that matters—category positioning is equally important. Sometimes, the smart move is to place your product among other 'green' options, while in other cases, doing the opposite may yield better results. A decision tree, combined with behavioral methodologies integrated into a Virtual Shopping environment, can precisely pinpoint actual decision-making behavior—rather than relying on stated assumptions.  

Get it right through relentless iteration and behavioral validation

Creating effective sustainable packaging isn’t a one-shot effort. Iteration is not only expected — it’s essential. Every version of your pack is a chance to learn, refine, and get closer to the optimal design that closes the say-do gap.

And here's where behavioral research shines. Instead of relying on what consumers say they like, pack testing rooted in behavioral methods shows what they actually do. By replicating real shopping contexts and decision moments, you uncover how attention flows, which claims get seen first, and what ultimately drives purchase.

This process doesn’t have to be slow or expensive. When streamlined well, modern pack testing frameworks allow for quick iteration cycles. Tools like Predictive Eye Tracking — used in early design phases — can flag potential visibility issues or visual confusion before going into more costly tests. As highlighted in this blog, these technologies can be embedded in agile research workflows to guide early-stage concepting and help narrow down to top-performing options fast.

In short: iterate until you get it just right. Then test again to be sure. Behavioral research — especially when supercharged with AI - powered predictive tech — empowers you to move with confidence, without compromising speed or budget.

In conclusion: Make sustainability a no-brainer through behavioral insight

The say-do gap isn’t a sign of consumer apathy — it’s a sign of behavioral complexity. People want to do the right thing, but they don’t always have the time or clarity to follow through.

By embedding behavioral research throughout your product and pack development — from offer creation to message design and iterative testing — you can align what people want to do with what they actually choose.

In the end, the brands that win are those that make sustainability feel natural, accessible, and rewarding — not just noble. Behavioral insights help you get there faster, smarter, and with real-world confidence.

Interested in learning more about product innovation? Read Can a premiumization strategy help in the time of inflation ?

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