Turning Consumer Intention into Action for Sustainable Purchasing: Insights from Deloitte and HOPE Hydration

Sustainable purchasing remains a complex challenge: while many consumers express concern for the environment, actual buying behaviors often prioritize price, quality, and convenience over sustainability claims. A recent Deloitte and Ad Council report, Unpacking the Sustainability Dilemma: How Consumer Values Become Choices, delves into this gap and offers actionable insights for brands.

The Sustainability Intention-Action Gap

Research shows a clear disconnect between consumer values and purchasing decisions. Nelson Kunkel, Deloitte’s Chief Marketing Officer for sustainability, explains that although individuals want brands to align with their environmental values, these ideals frequently give way to other purchase drivers at the point of sale. Derrick Feldmann from the Ad Council notes that price sensitivity remains a dominant factor.

Moreover, consumers often find sustainability claims—such as "non-GMO," "organic," or "earth-friendly"—confusing or untrustworthy. This overload of messaging can overwhelm shoppers, making it difficult to discern genuine benefits.

Health and Wellness: The Key to Sustainable Product Adoption

Data indicates that sustainable products perform best when linked to direct personal benefits, especially health and wellness. In purchase scenarios comparing conventional versus sustainable options, consumers willing to pay a premium often cite health motivations. This insight suggests that brands can enhance appeal by connecting sustainability to tangible personal value rather than abstract ethical reasoning.

Case Study: HOPE Hydration’s Market Success Through Value-Driven Messaging

Jorge Richardson, CEO of HOPE Hydration, shared how their initial focus on sustainability alone did not accelerate adoption of their water refill stations. By pivoting their marketing to highlight convenience and offering a premium experience alongside sustainability, they achieved rapid growth. Their strategy demonstrates that sustainability must be integrated with immediate, practical benefits—convenience for consumers, revenue opportunities for venues, and engagement visibility for advertisers—to truly scale.

Recommendations for Marketers

• Shift from Moral to Business Imperative: Nelson Kunkel emphasizes promoting sustainable products by highlighting features like taste, quality, and value, embedding sustainability into the brand narrative authentically over time.
• Build Trust Through Clarity and Education: Simplify sustainability claims to reduce confusion and bolster consumer confidence.
• Use Data to Connect Values and Behavior: Employ A/B testing and analytics, as HOPE Hydration does, to identify which messaging best resonates with target audiences.
• Avoid Shaming Consumers: Derrick Feldmann warns against using guilt as a marketing tactic. Instead, show how sustainable choices benefit consumers and their families directly.

Conclusion

Bridging the gap between sustainability intention and consumer action requires more than good intentions; it demands a strategic focus on delivering clear, immediate customer value. Companies that embed sustainability as a core element of product innovation while emphasizing tangible benefits are more likely to succeed in transforming ecological concern into sustainable purchasing behavior.

Sources:

• Unpacking the Sustainability Dilemma: How Consumer Values Become Choices, Deloitte and Ad Council, Dec 2025.
• Insights from Nelson Kunkel, Deloitte Sustainability CMO.
• Interview with Jorge Richardson, CEO of HOPE Hydration.

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