How do you track shifting consumer preferences in sustainable packaging?

The revealed vs. stated preference gap is real — we actually use behavioral data (retail scanner data, Nielsen or Circana) alongside surveys to see if purchase behavior matches what people claim. For surveys, conjoint analysis works way better than direct questions because people have to make trade-offs, so you get more honest signals. Mintel and Euromonitor also have solid syndicated reports on sustainability attitudes if you want a quick benchmark.