EXPERIMENT 1.0 FINDINGS: a qualitative exploration into typical clothes-shopping mindset.

What.

An ongoing qualitative exploration into typical clothes-shopping mindsets.

To identify opportunities for people to make more sustainable decisions.

An opportunity to test consumer perception in regards to point-of-sale labelling as a tool to support consumers to navigate complex shopping decisions.

Why.

When measuring people’s values, we see deep concern for environment and society.

When witnessing people’s actions, clothes-shopping decisions are not typically aligned with that concern.

If we want consumer behaviour to change (critical for systemic change), we need to look beyond surveys and explore clothes-shopping in context, to understand the rationale that leads to habitual consumer actions, and identify opportunities for new habits to form.

How.

A robust pilot study conducted in April 2021 gave rise to the following two hypotheses, and further unanticipated insights.

HYPOTHESIS 1: The earlier in the shopping journey, the more potential to encourage sustainable decisions.

HYPOTHESIS 2: Alone, point-of-sale sustainability information is not an effective way to encourage sustainable decisions.

 

Impact.

We want to use these findings to:

  • Guide the industry towards efforts that change shopping habits as effectively as possible

  • Support brands that wish to pioneer new shopping mindsets and narratives

  • Support individuals to make shopping decisions that secure long term wellbeing for all

  • Provide an ever-evolving source of qualitative data insights into shopping mindsets and behaviours

About.

EXPERIMENT 1.0 is an exploration into labelling as a tool to support consumers to navigate complex shopping decisions. Over 2 years of research has been conducted across labelling, certification, systems & methodology and consumers communications.

For our clothes-shopping mindsets study we have collaboration with Sussed founder Shaunie Brett, who specialises in crafting sustainable shopping journeys and healthy shopping mindsets, through consumer psychology, brand strategy and experience design.

More information.

We’re seeking funding to run further rounds of sessions to validate the findings and broaden the sample.

For more information or to offer your support please contact jodi@otherday.co.uk and please copy shaunie@sussedconsulting.com

 

WHAT CONSUMERS SAY

HYPOTHESIS 1: The earlier in the shopping journey, the more potential to encourage sustainable decisions.

“It’s before the beginning [of the shopping session] and needs to be something that people already have educated, taken in their mind.”

“It would be for influencers to wear more sustainable clothing. Because that's what motivates a lot of people when shopping, that's where they get style ideas from.”

“Definitely that top, that first step. And then from there, I know that I'm in a safe umbrella.”

HYPOTHESIS 2: Alone, point-of-sale sustainability information is not an effective way to encourage sustainable decisions.

“I'd go, 'recycled polyester, that’s a new one’ … but it wouldn't play enough [into my decision making process] for me to do or not do something.”

“Even though I know my values are leaning more towards the sustainability side … I have to be real with myself ... I'm just going to look for the cheapest option that's going to get the job done.”

“I haven't thought about if that's sustainable or not, because I've been thinking about the fact that I need to buy this top.”