Making a positive impact on the environment is one of the most important movements of our generation. There is no doubt that significant changes need to happen to the behaviors of manufacturers and of consumers. The continuous corporate announcements demonstrate that manufacturers are starting to evolve their practices, but consumers have been slow or reluctant to alter their everyday routines.
We need to bridge the gap between culture and behavior with positive reinforcement to see consumers make a major environmental impact. Fundamentally, behavior cannot change with a deep understanding of culture; and culture will not change without a deep understand of motivations. Meaningful connections between culture and behavior need to be developed in order to evolve behavior in a way that helps the wellness of our lives and our planet.
Realsight is committed to help marketers understand the real motivations and ways to drive positioning, package and product eco-innovations that can help evolve behavior; from immediate small steps to a roadmap that will lead to even greater changes. These eco-innovations will vary greatly by industry, category and brand, but we all need to start with the 40,000 foot view as behavior does not take place in a vacuum.
Instead of using familiar survey and ethnography methods, Realsight will soon be piloting work using our patent-pending approach, quantitative anthropology. Our goal is to help business and people through a more complete consumer view of decisions and a deeper understanding of motivations. We hope to shrink the seemingly large gap between business and people as we all work toward one common goal: creating a positive impact on society.
When it comes to the environment, it's what people do that matters.
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