BACKGROUND
This project was for a client in the consumer goods and sustainability space. The goal was to help the brand make sense of a stubborn gap in their category: why so many consumers say they'll pay more for sustainable products, but so few actually do.
I did it by building the piece around that tension directly, using data to frame what the gap reveals and what it means for brands trying to earn genuine sustainability credentials rather than just communicate them.
The result was a sharp, evidence-led article that gave their audience something more useful than another roundup of green trends.
