Our Top Stories
A ‘carbon capable’ population: Research from The Conversation suggests that the UK public has significantly improved its knowledge, attitudes, and behaviour regarding climate change over the past decade. For example, the number of respondents who reported knowing “a fair amount” or “a lot” about the issue increased from 66% in 2008 to 80% in 2022. The study also found that 81% of UK citizens agree that “significant lifestyle changes” are required to meet climate goals. The next step is to turn this awareness into action, inspiring behaviour change amongst an educated population. [The Conversation]
Segmenting consumers to drive action: Laura Höpfl and her team at the University of Stuttgart have been investigating the most effective ways to target consumers and accelerate climate action. Public survey and interview results allowed the researchers to split personas into five groups: Socially Sustainable, Responsible Savers, Unconcerned Spenders, Comfort-Oriented, and Skeptical Consumers. Each group was receptive to different factors, with some responding positively to sustainability benefits, and others to hedonistic benefits. This variability continues to raise the demand for individualised interventions, with more personalised experiences leading to a greater likelihood of sustained behaviour shifts. [Nature]
Business Spotlight - Gruppo Tonazzo
Gruppo Tonazzo, an Italian legacy meat producer which began as a butcher shop in 1888, has announced that by the end of the year, it will divest its meat business to solely focus on plant-based proteins. This decision has been driven by the strong demand from its customers to reduce its impact on the environment and people’s health. CEO Stefano Tonazzo has called this decision “a gesture of great responsibility towards the environment and the nutritional well-being of future generations”. [Green Queen]
The Big Picture
About Reewild
At Reewild, we’re all about Building Greener Behaviours, and since our inception we’ve been developing innovative tools and solutions that help to further this goal.
Whether it’s helping people to monitor and reduce their carbon footprint, running campaigns that reward participants for making greener choices, or empowering consumers to make their grocery shop cheaper, easier, and greener - our purpose remains laser focussed. To inspire and cater to the 76% of people who recognise the need to take action on the climate but don’t follow through due to competing priorities.
To support this community, our goal is to reframe climate action in a way that eliminates trade-offs and builds in genuine personal benefits – such as time and money savings.
Our ambition is to inspire a green revolution in consumer habits, influencing business practices in the process, and building a more sustainable future for all.
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