Trends Report

The Emotion Of Sustainability

Use Customer Journeys To Contextualize The Emotions That Drive Sustainable Choices

March 9th, 2022
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
With contributors:
Martin Gill , Thomas Husson , Clarissa Skinner , Melissa Chaudet , Rachel Birrell

Summary

Embracing sustainability unlocks business opportunities, but becoming an environmentally sustainable business demands an understanding of the emotions that drive customers to make sustainable choices. Many consumers want to act sustainably but struggle to do so, for both intrinsic (lack of motivation) and extrinsic (price, convenience) reasons. The resulting cognitive dissonance can trigger unease, discomfort, anxiety, guilt, or even depression. To resolve it, companies must design for emotions like feeling confident, trusting, and understood — and contextualize them in the customer journey to help customers bridge the gap between their sustainability intentions and actions.

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