Pre-pandemic we switched to reusable and recyclable. Post-pandemic our focus on sustainability has amplified, reflecting the time we had to think during lockdowns and a changed view of the way the world ‘should be’. What we’re not seeing yet, though, is consumers putting their money where their mouth is. Instead there’s a widening “say-do” gap – consumers say they care about sustainability but they don’t do what is needed for sustainability. Informed by omnibus research and our lived experience as researchers, this blog identifies three clear reasons for this gap.