Our research and insight companies undertake studies on behalf of clients, exploring consumer attitudes and behaviour in relation to sustainability issues and also publish new thinking on topics relating to business and social change. Here we profile two recent examples.

Research case study:
Sustain Ability Challenge

WPP company: The Futures Company London
Client: Unilever


On behalf of Unilever, The Futures Company set out to challenge the belief that living sustainably costs UK households more, and to improve understanding of how people can best respond to the challenge of adopting a more sustainable lifestyle. In a six month research experiment, they invited 12 UK households to take on three challenges:

  • To reduce the volume of food they wasted each month.
  • To reduce water use in the bathroom and when doing laundry.
  • To make more sustainable shopping choices.

The households were given tools and tips to help them complete weekly sustainability tasks which were designed to show that sustainable living can be engaging, aspirational and beneficial.

The results were impressive. These households saved £22 a week on average on their grocery bills and were able to reduce water use. Many of the households who were quite cynical about sustainability to begin with, also felt more empowered and able to make a personal difference.

Unilever is using the findings to further integrate sustainability into its brands and to inspire a larger campaign, launched in partnership with the Guardian, challenging and inspiring the whole of the UK population to ‘Live Better’.

Research case study:
The importance of feminine values

John Gerzema


New research from BAV Consulting’s Brand Asset Valuator, a global consumer insights survey, shows that values traditionally considered ‘feminine’ such as co-operation, long-term thinking, nurturing and sharing and flexibility, are becoming more important to solving some of the major problems we face in modern-day business, government and society.

The findings from the study, encompassing 64,000 people in 13 countries, are elucidated in the book, The Athena Doctrine: How Women (And The Men Who Think Like Them) Will Rule the Future authored by John Gerzema and Michael D’Antonio.

Our research shows that competencies formerly relegated to soft skills, such as inclusion, flexibility, diversity of thought and compassion actually improve a company’s bottom line. Leaders who embrace these skills lead more sustainable companies, increase ROI in their firm’s human capital, jump-start innovation, are more able to retain key talent and improve employee well-being.

John Gerzema is executive chairman and CEO of BAV Consulting.


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