In this episode of New World in the Making, I sit down with Richard Cope, founder of EcoVox, to take apart one of the most persistent myths in business: the idea of the "green consumer."

Richard has spent more than two decades researching what people actually do, not what they say they'll do, when sustainability shows up on a shelf, a menu, or a price tag. And his conclusion is sharp: the green consumer, as most brands imagine them, doesn't really exist. People aren't refusing to buy sustainable because they don't care. They're refusing because the proposition has been built on assumptions that were wrong from the start.

What Richard offers instead is more grounded and more hopeful.

We talk about:

Why the "green consumer" segment most businesses chase is largely a fiction
What people actually care about when they buy: the Me Economy, Healthy Habitats, Closer Communications
Why the green premium is collapsing, and why that's good news, not bad
How guilt-led climate messaging is alienating nearly a third of society
The values that genuinely unite people across the climate debate
Why corporate humility, transparency, and even apology matter more than perfect campaigns
Fashion resale, balanced diets, small wins: where behaviour change actually happens
The agility gap between startups and big brands, and who's really moving the needle
How AI, labelling, and regulation are quietly reshaping the point of purchase
What Richard thinks the next decade looks like, and what surprised him most along the way

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About Richard Cope and EcoVox

Founder, EcoVox Consumer Insights Researcher with 20+ years tracking how people actually behave around sustainability

→ Learn more about the EcoVox's last report at this webinar, June 4th at 2PM GMT: https://register.gotowebinar.com/register/6574896370885199447

→ Connect with Richard on LinkedIn: https://www.linkedin.com/in/richardcope-ecovox/

→ Learn more about EcoVox: https://www.ecovox.co.uk/

⚠️ DisclaimerAll content shared in this episode is for educational and informational purposes only. Nothing discussed should be considered financial, investment, or legal advice. The views expressed by the guest are their own and do not necessarily reflect my personal views or positions. Listeners are encouraged to do their own research and form their own conclusions.

Thank you for listening and for being part of the new world in the making.