Close the Intention-Action Gap
If your investments in sustainability and social impact aren't getting any traction, we can help you find out why.
Closing the Gaps: Transforming Purpose into Profit
Most brands and businesses want to do the right thing. But that doesn't always mean they're doing the right things. Sometimes those good intentions just aren't landing. You can see the big picture (and the opportunity) so clearly, but teams aren't aligned, the business isn't buying it and leadership won't support it — despite all the data.
Sound familiar? If so, then the chances are there's an intention-action gap. We can help you find it, quantify it and close it.
Step 1
Finding the Gap
We'll start by undertaking a complimentary AI driven 5C landscape assessment (company, culture, category, consumer and competitor) to identify where your biggest intention action gaps are — inside and out.
The result: An initial assessment of the intention action gaps preventing your brand or business from commercializing sustainability — along with a strategic recommendation on how to close the biggest gap — quantifying that lost opportunity.
Step 2
Mapping the Journey & Ecosystem
Once the biggest gap has been identified, we go deeper. Using interviews, workshops and ethnographic research we map out the ecosystem that connects all of your key stakeholders together — capturing their needs, drivers, expectations and pain points — bringing the human insight and nuance that machines will always miss.
The result: A clear map of the most significant drivers, barriers, pain points and bottle-necks that are influencing behavior across your consumer journey or customer ecosystem.
Step 3
Establishing Your Right to Win
Insight without ROI doesn't get buy-in.
In the final stage, we deploy Implicit Association Testing (IAT) to measure the unconscious associations, barriers and drivers influencing how people perceive and buy your brand. This isn't opinion polling — it's the very latest in neuroscience and behavioral research.
We isolate the factors that differentiate your from your competition (and determine whether or not people will buy) and then using all the data and insights that have been collected - articulate the propelling problem that your brand or business is uniquely positioned to solve.
What You Get
Research & Deliverables
Data Dashboard & Report
Qualitative and quantitative data with confidence levels that you can prioritize and adjust to identify your biggest intention-action gap.
Experience Map
An overview of the barriers, drivers, pressure points and bottlenecks that characterize your key stakeholders and influence their behavior.
Team Collaboration & Buy-In
A clear articulation of the problem to solve, path to alignment, right to win and size of the prize.
Get Started
Discovery Call
Book a discovery call and we'll get started on your landscape assessment. In the meantime if you have any questions or want to get a sense for what your biggest intention-action gaps might be — Ask Gaia.
Not Quite Ready?
Subscribe
Get the latest articles, research, reports, case studies and insights on closing the intention-action gap direct to your inbox twice a month.
No spam, ever. Unsubscribe anytime.
Frequently Asked Questions
Everything you need to know about closing the intention-action gap
Because most organizations don’t have a strategy problem — they have an Intention–Action Gap. The issue sits between what’s been agreed and what’s actually happening in the business. Using our 5C assessment and Gaia, we pinpoint exactly where execution is breaking down and what it’s costing you commercially.
If your sustainability strategy isn’t driving measurable business outcomes, the gap already exists — and it’s already costing you time, revenue and internal momentum. We quantify that gap so you can see the size of the opportunity immediately.
Not to get started. We combine available data with stakeholder insight, behavioural analysis and our 5C framework to identify the highest-impact gaps quickly and credibly.
Initial clarity comes pretty much in real-time through our AI-driven 5C assessment, with deeper insight developed through stakeholder and behavioural analysis. Most organizations gain actionable clarity within a few weeks.
Because alignment at the top doesn’t translate into aligned incentives, ownership or priorities across teams. ESG, marketing and commercial functions are often working to different goals. We map these breakdowns to show exactly where progress is stalling and why.
A clear, evidence-based view of where action is breaking down across your company, culture, category, consumer and competitors. You’ll understand why it’s happening, what it’s costing, and where to focus to unlock commercial impact.
We don’t create more strategy. We diagnose why your existing strategy isn’t delivering and translate that into a clear, quantified commercial opportunity you can act on
Yes. A core part of the process is quantifying the commercial impact of your Intention–Action Gap so you can clearly demonstrate the value and secure internal buy-in