It’s time to make sustainability more human

Consumption isn’t working. We need to reinvent it.

Despite efforts to connect people with sustainable consumption, it’s still not mainstream. Recent research from Accenture Song’s Sustainability Studio — the first phase of a two-year study — identifies a Relevancy Gap between the way that organizations and people approach sustainability.

Three out of five people do not strongly resonate with the idea of living sustainably.

This lack of relevancy places a low ceiling on the impact of sustainability efforts, making it difficult for organizations to drive meaningful human connections and widespread action.

In a new study, we didn’t start with ‘the S word’. Instead, we started with what matters to people.

We set out to understand what makes sustainability relevant and actionable to people across the globe. To do so, we put aside notions of what ‘sustainability’ means, who is interested in it and who isn’t, what sustainable behaviors look like, and what needs to be solved.

The research encouraged many people to adopt new or strengthen existing sustainable habits and identities.

Click the link to read the full report “Our Human Moment”

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