Sustainability Starts at Home

Sustainability has become a defining theme for both brands and consumers, but Kaboodle’s research found that the gap between caring and doing is still surprisingly wide. In a recent nationwide study, participants shared their honest thoughts on eco-friendly habits, revealing the motivations and obstacles that influence their behaviour at home.

More than 80% said they actively want to live more sustainably, yet fewer than half felt they were doing enough. Cost and convenience were the most common barriers. Participants admitted they often choose less sustainable options when faced with higher prices or limited availability. As one respondent put it, “I’ll buy eco if it’s easy. If it’s a hassle, I just don’t.”

These findings show that while intent is strong, real change happens only when sustainability feels achievable. People aren’t rejecting green choices — they’re asking brands to make them more practical. Clearer recycling information, affordable refills, and less over-packaging were the most requested improvements.

For companies, the message is clear: big sustainability goals start with small, human steps. A focus on convenience, price fairness, and education can create meaningful impact far faster than broad environmental pledges.

Kaboodle’s study underscores a crucial truth. Progress doesn’t depend on guilt or pressure; it depends on understanding everyday reality. By connecting directly with the people behind the data, brands can design solutions that work for both planet and person.