Want to boost green thinking? Apply a little behavioural science

Today, businesses ignore sustainability and green issues at their peril. According to nearly 40% of our survey respondents (60% in France and 43% in China), consumers today would like to see companies reduce their carbon footprint on products and services. The issue is more important, they say, than designing cheaper, better value or more reliable products. But consumers themselves have a big role to play in reducing greenhouse emissions—not simply in the product choices they make, but in being aware of their own behaviour, especially regarding energy consumption. Encouraging citizens to become greener has not always been easy.

Enjoy in-depth insights and expert analysis - subscribe to our Perspectives newsletter, delivered every week