Reference case

Meet the Sustainable Consumer

The sustainable consumer with Region Västra Götaland and Science Park Borås.

In the last few years, focus has shifted from sustainability issues to sustainable consumption and a sustainable lifestyle. The attention surrounding Greta Thunberg and the new, young climate movement has contributed to this. And there is little to suggest that this will not continue.

But how do Swedes view sustainable consumption and lifestyle? What are the different approaches? How do the perspectives and priorities of tech optimists differ from those of style-conscious creators, detoxers and conscious families? Who are the real activists, and what percentage of Swedes can be said to be sustainable consumers?

Region Västra Götaland and Science Park Borås wanted to find answers to these and many other questions in their efforts to contribute to sustainable transition and sustainable innovations. Kairos Future's future report provides a clear picture of just that and was carried out in 2018-19 through a unique combination of expert interviews with researchers and practitioners, trend analysis and data-driven consumer analysis, where qualitative and quantitative analysis of consumer groups in social media was combined with data from large survey-based consumer studies. The approach is called Tribal Close Up.

The report presents 6 sustainability-related micro-cultures in the Swedish consumer landscape, covering around fifty percent of Swedes, and 11 trends shaping the future of sustainable consumption.

"Many people want to know more about the drivers of sustainability among consumers, knowledge that is important for both companies and decision-makers. The report, funded by Region Västra Götaland, is an important part of our innovation work and of great importance for our work on sustainable lifestyles." 

Birgitta Losman Sustainability Strategist at Science Park

Read the full report here.

Subjects: Consumer, Retail & Innovation

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