The Bottom Line

Navigating the Say-Do Gap

02.15.2024 - By BBC Radio 4Play

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It’s easy for people to say they want to buy a particular product, perhaps in the name of sustainability. But how often do individuals actually follow through with these well-meaning intentions? Academics regularly observe a difference between what consumers say they want to do and what they actually do.

The gap can cause problems for businesses when they're trying to figure out how to serve their customers. Evan Davis is joined by a panel of business leaders to discuss how they bridge this divide. Guests:

Andreas Chatzidakis, professor of marketing in the centre for research into sustainability, Royal Holloway, University of London

Jake Pickering, senior manager for agriculture, Waitrose

Marsha Smith, deputy CEO, IKEA UK

Toby Clark, vice president of insights, Mintel Production team:

Producers: Simon Tulett, and Nick Holland

Researcher: Paige Neal-Holder

Editor: Matt Willis

Sound: Hal Haines

Production co-ordinator: Rosie Strawbridge

The Bottom Line is produced in partnership with The Open University.

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