Sustainability is no longer a strange concept. However, the process required for achieving it can be confusing and strenuous. As environmental challenges become more urgent with each passing day, working our sustainable decision-making ‘muscles’ became part of everybody’s responsibility. Our preliminary research led us to the behavioural science theory of the intention action gap, which has been supported by studies from IBM and Visa. The intention-action gap refers to the difference between intended and actual behaviour. In this circumstance, even the finest intentions to live a "greener," more sustainable lifestyle are ineffective. A quantitative study discovered that a gap exists for one out of every three people in the United Kingdom.
The average footprint in the UK-based adult is roughly 12.7 tonnes of CO2 per year. And when we split those down into activities, we find that 57% are related to our everyday purchasing decisions! Food, our home, and travel, we emit around 7.2 tonnes of CO2 per person each year. We know that one individual cannot eliminate most of it, but if everyone does their part, we may be able to make a difference toward our goal of lowering world temperatures.