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Navigating the Say-Do Gap

How do businesses respond when there's a misalignment between consumers' intentions and actions? Evan Davis explains what the value gap is and hears how businesses try to cross it.

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.

Available now

41 minutes

Last on

Mon 19 Feb 2024 11:30

Broadcasts

  • Thu 15 Feb 2024 20:30
  • Mon 19 Feb 2024 11:30

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