Turning Intention into Action in Sustainable Purchasing: Insights from Deloitte & Ad Council

Sustainability is a growing concern among consumers, but a key challenge persists: how to convert expressed environmental values into real buying behaviors. A recent Deloitte and Ad Council report titled Unpacking the Sustainability Dilemma: How Consumer Values Become Choices explores this gap and offers guidance for brands seeking to boost adoption of sustainable products.

The Value-Action Gap in Sustainable Consumer Behavior

• While many consumers state a preference for environmentally friendly products, actual purchase decisions often prioritize price, taste, quality, and immediate value.
• Nelson Kunkel, Deloitte’s sustainability CMO, points out a significant “tension” between individual ideals and the shopping realities in checkout aisles.
• Derrick Feldmann of the Ad Council highlights widespread consumer confusion and skepticism around sustainability claims, especially when made by large corporations.

Key Findings: Price, Trust, and Tangible Benefits Matter Most

• Price Sensitivity: Cost remains a dominant factor; even sustainability-minded consumers often choose lower-priced non-sustainable options.
• Trust & Clarity: Overwhelming eco-labels (non-GMO, green, organic) contribute to consumer doubt and decision fatigue.
• Immediate Benefits: Products perceived to improve personal or family health capture greater market share, making health and wellness a critical entry point for sustainable goods.

Case Study: HOPE Hydration’s Sustainable Water Refill Stations

Jorge Richardson, CEO of HOPE Hydration, illustrates the importance of combining sustainability with convenience and quality.

• Initial marketing focused on sustainability first and convenience second—this strategy struggled to gain traction.
• By reframing their message to emphasize premium experience and community engagement alongside sustainability, HOPE Hydration experienced rapid growth without altering the product.
• Their experience underscores that sustainability drives adoption when paired with clear, tangible customer benefits such as convenience and enhanced experience.

Strategic Recommendations for Marketers

1. Shift from Moral to Business Imperative
   Move beyond solely promoting sustainability as an ethical duty. Instead, emphasize features like taste, value, quality, and performance while integrating sustainability as a value-added brand story.

2. Build Trust Through Education
   Commit to transparent communication and educate consumers on what sustainability terms and claims truly mean.

3. Use Data-Driven A/B Testing
   Experiment with messaging to identify the optimal balance between sustainability emphasis and other desirable product attributes.

4. Focus on Positive, Inclusive Messaging
   Avoid shaming consumers; motivate through highlighting how sustainable choices benefit consumers and their families.

5. Embed Sustainability in Core Brand Values
   Authentic integration of sustainability into innovation, usability, affordability, and luxury helps it resonate as a natural choice.

Conclusion

Bridging the gap between sustainability intention and purchasing action requires marketers to prioritize immediate, tangible value for consumers while gradually building trust around sustainability claims. Brands that successfully weave sustainability into their core value proposition—and communicate it clearly and credibly—can transform consumer goodwill into sustainable growth.

Source: Unpacking the Sustainability Dilemma: How Consumer Values Become Choices, Deloitte & Ad Council, WSJ Executive Perspectives
Published Dec 1, 2025
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