Google: Sustainable behaviours – how UK marketers can make a difference

Google partnered with research partner Ipsos to understand what sustainability means to people in the UK, and empower consumers to shift their behaviours in the right direction.

Sustainable behaviours: How U.K. marketers can make a difference

Rundown: As part of Google U.K.'s strategic insights team, Gerald Breatnach and Liz Cracknell use consumer research and data to provide insight on the biggest questions facing marketers.

Sustainability is a priority for businesses around the world, but consumer needs and expectations on environmental issues vary greatly from country to country.

Over the past year, Google's strategic insights and consumer insights teams worked with research partner Ipsos to understand what sustainability means to people in the U.K. We analysed Google Search data across 16 product categories and conducted in-depth interviews, focus...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands