Great Green Sustainability Study

Business challenge

Here at Impact, we have a focus on sustainability so we wanted to gain a greater understanding of what barriers are preventing individuals from acting sustainably and how these can best be overcome.

What we did

We conducted a self-funded, online completion survey with 2,006 UK respondents and identified four distinct segments comes to being environmentally-friendly, with some doing a lot and others doing very little.

  • Light contributors: Consumers who complete the simpler actions to help the environment
  • Inactive sceptics: Consumers who are not very interested in doing their bit to help the environment
  • Focused achievers: Consumers who are very interested in the environment and are actively doing their bit to help
  • Educated non-doers: Consumer who have the knowledge but do not have the time to implement environmentally-friendly behaviours.
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Through applying the COM-B behaviour change model (looking at an individual’s Capability, Opportunity and Motivation) and recognising different heuristics at play (Social Norms: day-to-day behaviour influenced by social customs; Loss Aversion: losses are twice as powerful mentally compared with gains; Future Discounting: putting more value on the now; and Planning Fallacy: underestimating the time need to complete a task), we were able to identify what barriers each group were facing and then provide actionable recommendations on how they would be able to overcome them.