The Mindful Consumer's Contradiction

Published 22 Nov 2021 20

The Mindful Consumer

“The problem with market research is that people don’t think how they feel, they don’t say what they think, and they don’t do what they say.” David Ogilvy

The single biggest issue faced by brands today is that consumers behaviour isn’t aligned with what they tell us they have the intention of doing - the so-called ‘say-do gap’.

Today, consumers are saying they want brands to step up and meet them where they stand on issues such as the environment, health, social equality and act in ways that don’t just pay lip service to the values they care about. Enter The Mindful Consumer

Yet despite the concerns shown by The Mindful Consumer, their purchasing behaviour isn’t changing as much as we are led to believe.

This was the hypothesis for our latest research into the household cleaning category; ‘Keep it clean’. We explored what's really driving purchase behaviour and brand loyalty in the category and what can be done to change behaviour in a more positive way.

In this 20 minutes long presentation, Further's Stephen Cribbett and Research Director Nigel Roth share a preview of the research with NewMR as part of their 'New Thinking' series and offer recommendations on how to better understand The Mindful Consumer.

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