Close the Intention-Action Gap
If your investments in sustainability and social impact aren't translating into sales, growth or internal buy in, we can help you identify the gap.
Understanding the Gap Between Purpose & Performance
Most brands want to do the right thing. But, there’s often a gap between what you’re investing in and what actually drives behavior change, revenue, and business performance.
You see the opportunity clearly, but:
Teams aren’t aligned
The business isn’t buying it
Leadership won’t fund it
Your customers or consumers aren’t responding as expected
Those gaps have a cost - lost revenue, slower growth, wasted investment and missed market opportunity. We call this the intention-action gap. We can help you identify it, quantify it and close it!
Step 1
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
2.Mapping the Journey & Ecosystem
Once the biggest gap has been identified we go deeper - using interviews, immersion and ethnographic research. We'll map out the ecosystem that connects all of your key stakeholders together — 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 causing misalignment and impacting decision making and behavior across your consumer journey or customer ecosystem.
Step 3
3.Crystalizing The Problem & Right to Win
Insight - without purchase intent - 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.
The result: We isolate the factors that differentiate your from the competition in the category (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, pain points and bottlenecks that characterize your consumers, customers and key stakeholders.
Team Collaboration & Alignment
As well as clear articulation of the propelling problem, right to win and size of the prize...our approach ensures cross functional team buy-in and alignment as part of the process.
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.
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Frequently Asked Questions
Everything you need to know about closing the intention-action gap
Because most organisations don’t have a sustainability strategy problem — they have an intention–action gap between strategy and execution. Using our 5C assessment and Gaia, we identify where delivery is breaking down and quantify the lost revenue, growth and commercial impact.
If your sustainability or brand purpose strategy isn’t driving measurable results, the intention–action gap already exists. We quantify the gap so you can clearly see the commercial opportunity, revenue upside and cost of inaction.
Not to get started. We combine available data, stakeholder insight and behavioural analysis within our 5C framework to identify the highest-impact commercial gaps quickly and credibly.
You’ll get initial clarity fast through our AI-powered 5C assessment, with deeper insights developed through stakeholder and behavioural analysis. Most organisations unlock actionable, revenue-driving opportunities within weeks.
Because executive alignment rarely translates into aligned incentives, ownership or execution across teams. We diagnose where ESG, marketing and commercial priorities are misaligned, and show exactly what’s blocking progress and performance.
A clear, evidence-based diagnosis of where execution is breaking down across your company, culture, category and customers. You’ll understand what’s happening, what it’s costing, and where to act to unlock measurable business growth.
We don’t create more strategy — we identify why your current strategy isn’t delivering results. Then we translate that into a clear, quantified commercial opportunity you can act on immediately.
Yes — we quantify the commercial impact of your intention–action gap so you can clearly demonstrate the ROI, revenue potential and business case to secure internal buy-in.