Understanding consumer perceptions and brand limitations
Climate change is a major issue. Our planet is still warming, necessitating immediate and concrete action. The recent COP26 conference emphasised the importance of taking urgent steps toward the goal of reducing carbon emissions to net-zero by 2050 in order to preserve a liveable climate.
I collaborated with adidas to understand how they can achieve their goal of a circular experience by 2025 through their 3-loop strategy, which emphasises the use of recyclable materials, ensuring they are circular and, where not, can be returned to nature with minimal harm. And, to do so, they acknowledged that they may need to reimagine their entire product cycle, as well as how their customers engage with them and their products.
Over the course of eight weeks, I conducted primary and secondary research to better understand customer perceptions of sustainability and adidas's own limitations to achieve their goals. Understanding consumer purchasing decisions and consumption habits made it evident sustainability is not a priority for most customers. While adidas has the technology and infrastructure to be more sustainable, the bigger challenge is educating and influencing purchasing decisions to more sustainable alternatives.
The question is, what does it mean to be truly sustainable? How many of us are aware of the impact of our everyday actions on the environment? And how many of us take concrete steps toward a more sustainable lifestyle? My aim was to understand how sustainability could be redefined for customers and make it actionable while keeping in mind the goals and objectives of adidas.