Rethinking convenience: how audiences embrace sustainability compromises

In a world of instant gratification and hyper-convenience, a growing number of consumers are pushing back. From skipping same-day shipping to turning down fast fashion hauls, today’s audiences are choosing long-term benefits over short-term ease. And nowhere is this shift more visible than in sustainability-led decision-making.

Identity in the driver's seat

Electric vehicles (EVs) are one of the most prominent examples of this cultural compromise. While some critics argue that EVs still fall short on performance compared to traditional gas-powered vehicles, what’s really at stake is identity.

For many, petrol and diesel cars carry symbolic weight, tied to ideas of masculinity, freedom, and even patriotism. But brands are working to reframe the narrative.

Yes, sadly energy manliness is a thing: digging, drilling, fracking, big engines, boilers - manly. Energy eff, EVs, heat pumps - not manly.

— Michael Liebreich - @MLiebreich.bsky.social (@MLiebreich) June 13, 2016

In a recent episode of The Audiences Podcast, Pulsar CEO Fran sat down with Jess Francis and Oliver Orlik from McCann Worldgroup to discuss how electric vehicles are being marketed in ways that make sustainability aspirational.

Jess noted that EV truck marketing, especially in the United States, taps into national identity to great success. Trucks remain culturally iconic, and the shift toward electric versions is helping to normalize the idea that sustainable choices can align with core values, not oppose them.

Oliver added that while EV adoption isn’t yet mainstream, the messaging is creating slow and steady cultural change. "This is the cool car that I want," becomes the new benchmark, powered not just by performance, but by purpose. Hear the full clip below:

To listen to the full episode, check out The Audiences Podcast on Spotify or Apple Music.

But what about when a sustainability-focused audience decides to compromise against their wider beliefs?

Making art, making exceptions

Of course, sustainability doesn’t always win out. At our 2023 Audiences of Sustainability event [LINK], Melissa Nassimiha, Insights Manager at Colart, shared insights about how socially conscious artists face a different kind of compromise.

While many artists recycle and shop ethically, they often choose traditional, less sustainable materials like acrylic paints when it comes to their craft. The reason? Quality, longevity, and creative integrity. Hear from Melissa below:

As Melissa put it, their art isn’t an area where they’re ready to give up on quality yet. And that doesn’t negate their broader commitment to sustainability - it simply highlights how values are prioritized differently in different parts of life.

Hand crafted artisan stuff is junk and overpriced, often falling behind in terms stability and quality of materials due to the vast amount of effort required to produce those materials. I can guarantee you the art supplies you use probably aren’t “sustainable and friendly”

— UlyssesHG (@UlyssesHGVT) March 30, 2024

What brands can learn from compromisers

Whether it’s the choice to switch to an electric vehicle or the decision to continue using unsustainable materials in creative practice, one thing is clear: audiences are constantly weighing up competing priorities. These trade-offs often go beyond price or convenience - they speak to personal values, cultural affiliations, and identity. Sustainability isn’t a standalone goal, it’s one lens among many through which people evaluate what’s worth it and what’s not. For brands hoping to connect with these audiences, the challenge lies in recognising the nuance. When does sustainability enhance someone’s self-image, and when does it threaten it? The brands that succeed won’t be the ones who preach perfection - but those that understand where compromise feels natural, and where it feels like a cost too far.

Watch Compromise: Why consumers are avoiding convenience

Curious to explore the psychology behind these trade-offs? Watch the recording of our webinar: Compromise: Why Consumers Are Avoiding Convenience

Held on Wednesday 15th May, this session brought together Katrina Russell (Director at Sign Salad), Oliver Orlik (McCann and founder of sustainable babywear brand NINA), and Oryelle Clements (Associate Research Director at Pulsar).

They explored how brands can earn trust with values-driven consumers, what makes people choose discomfort for a cause, and the cultural context behind shifts in consumption, from natural deodorant to low-sugar diets.

Watch below to learn what it takes to make a sustainable choice feel worth it for audiences.