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Bridging the Green Gap

Over the last three years, Truth has conducted quantitative research studies exploring consumer attitudes and behaviours associated with climate change. For this study, we conducted a 15-minute survey with just over 2,000 people in the UK.

It’s within this context we see that climate change is still considered increasingly urgent. Most people want to do more but we find there are significant barriers to people taking action – also known as the ‘Green Gap’. The Green Gap highlights the gap between our intentions and actions on sustainability-related issues.

Using this data, we’ve identified four key barriers that prevent consumers from taking action. More importantly, we’ve been able to apply Behavioural Science Theory to help inform a ‘toolkit’ of ways to overcome these barriers.

We hope you find this toolkit useful – if you have any questions or would like to discuss any of this in more depth, don’t hesitate to get in touch.

Download the full report now.


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