The NXT Sustainable Consumer Report

The NXT Sustainable Consumer 2022 is a quantitative research and foresight report of consumers in Sweden. It provides you with tools to thrive in a time of transition, outlining areas where the consumers hearts and anxieties are right now, strategies for success and three consumer profiles you need to be talking to, and how to speak with them.

This report is based on quantitative and qualitative research from Above The Clouds Future Series about the NXT Sustainable Consumer.

As a change forecaster, Above The Clouds guides you through this shifting landscape by providing expert consumer insight and actionable advise.

 

With the NXT Sustainable Consumer Report you will find tools and insights to power up your 2022 brand strategies through Sustainability and Eco-Decisions.

What you will find in The NXT Sustainable Consumer Report 2022

  1. Insights: The Sustainable Consumer Readiness Curve

  2. Drivers: Sustainability, Status and Anxiety 

  3. Future: Gen-Z The Eco-Sexual Generation?
  4. Future: Brand Activism is here to stay

  5. Opportunities: My Sustainability dream brand 

  6. Opportunities: Deep dive, Three Consumer Profiles  

 

We have to change how we interact with nature

People’s values are becoming more infused in their shopping habits. Consumers are more environmentally and socially conscious, turning to brands that not only talk about responsibility—but demonstrate it by inviting the consumer to transform with them.  

This was our mantra for change. To guide us in the transformative phase we created a manifesto that stated our approach to sustainability and directed us to start doing stuff. Our belief was that we needed to act rapidly rather than analytical, and that only by doing stuff we could change in the speed we needed.

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Well it doesn't matter anyway ...

Question: "How well does this statement fit you?I feel that my environmental choices disappear in a black hole that does not create any major impact, neither for the better nor for the worse. "

86 %

Gen-Z

78 %

TOTAL

From Insights To Activations 

We have to power up our brand strategies to future-proof our business with new and innovative strategies for branding and sustainability. It’s almost irrelevant how strong brands have been in the past. Resting on an old loyalty base is not an option when preparing for a future where loyalty is elusive, and consumers make seismic changes on demand.

We as humans, are transforming from Sustainability-Zombies into Eco-Swingers and Anxious Activists, and we balance this transformation on equal parts hope and anxiety. 

Fredrik Ekström 

THE GREEN SHIFT

This movement means that 8 out of 10 consumers identifies themselves as being a person where sustainability is part of their self-conception and in different ways trigger positively on sustainability initiatives.

DEDICATED PIONEERS

7 %

ANXIOUS ACTIVISTS
They feel that ethics and sustainability are the real deal!

 

Great Knowledge about the environment. 

 

Enthusiastic about possibilities for change.

At the forefront with holistic perspectives on globalisation, gender equality, health, and sustainability

Strongly believe that we need to consume slower, buy fewer products, and products that last longer

36 %

Afraid and worried about the planet and our society at large.

 

There’s an anxious feeling of hopelessness.

They feel that we all need to do something now and that it needs to be something drastic to guarantee results

 

They expect brands to take a leading role in activism and take actions that show results and engage with them.

ECO- SWINGERS  

37 %

Want to look good in front of others and show that she is ‘in-the-know.

 

Sustainability is for real and something they should take very seriously.

Want to do good but need help to swing in the right direction.

Feeling that their actions disappear in a black hole of collective actions that doesn’t create any major impact, neither for the better nor for the worse

 

They swing back and forth with their consumption, they also see sustainability as a strong opportunity to include when building their personal image

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Sustainability and status 

The word “status” effects people, it makes us feel a little embarrassed and usually nothing we want to talk about. At the same time, one cannot help but be fascinated about the power behind it. So, what is it that really gives status, or cultural capital, when 8 out of 10 Swedish consumers identify themselves as being a person that connects their self-conception with sustainability?

The impressive power of knowledge 

There has been a change in our view of status where the NXT sustainable consumer is impressed by people who teach them something new and unexpected about sustainability. And the more dedicated and knowledgeable in sustainability, the more impressed they become. But even in sustainability zombies (which actively distance themselves from the climate crisis), 1 in 4 is impressed by new knowledge about sustainability.

Question: Would you be impressed if a person taught you some new, unexpected and interesting knowledge about sustainability?

Dedicated Pioneers

86 %

Anxious Activists

78 %

Eco-Swingers

Spectators

Sustainability-Zombies

63 %

27 %

24 %

Would be Very impressed or quite impressed by learning something new about sustainability from someone they know.

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“We will probably see a future - Tinder effect - around sustainability, since 1 in 5 of Gen-Z - the eco-sexual generation - have felt attracted to another person because they seemingly live a sustainable and healthy life”

The Eco-Sexual Generation

Question: Have you ever been: Attracted by someone because they live a seemingly sustainable and healthy life?

18 % Gen - Z 

35 % Dedicated Pioneers 

The increased focus on sustainability that has been raving the last year, creates a new form of status symbols where knowledge about the environment give high status and impress peers. A Sustainable and healthy Life is turning people on and considered as positioning a person as being attractive.

 

The Eco-Sexual preferences will act as a future driver for the obvious dedicated pioneers and Gen-Z  but also for eco-swingers and spectators when trying to build an attractive image and position themselves as living a sustainable lifestyle. This will increase the demand for knowledge and stories about sustainability.

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What to do to impress ...

Press pause on your NXT growth campaign and start to read up on sustainability, because real change has to begin with authenticity and people view brands as friends and they get impressed by brands that have stopped over production and don’t encourage unnecessary consumption. Have changed their business to be more sustainable in general and that are knowledgable about the latest research, technology and R&D.   

Question: Which of the following characteristics of a friend IMPRESSES YOU THE MOST?

48% To have stopped consuming unnecessary products.

 

31% To have changed his life to become more sustainable in general.

 

30% To have knowledge about the latest research on the environment and climate.

 

28% To have knowledge and understand new technologies for sustainable development.

 

26% To have created a product / project / company that does something good for the environment.

 

20% To have invested in projects / companies that do something good for the environment.

Power up Brand Strategies through Sustainability and Eco-Decisions.

The NXT Sustainable Consumer Report 2022 cuts through a bit of the fog around sustainability and shed lights on the journey were on as people and brands.

It is a quantitative research and foresight report of consumers in Sweden. It provides you with tools to thrive in a time of transition, outlining areas where brands can win, strategies for success, and three sustainability consumer profiles you need to be talking to during 2022, and how to speak with them.

What will you find in The NXT Sustainable Consumer Report 2022

  1. Insights: The Sustainable Consumer Readiness Curve

  2. Drivers: Sustainability, Status and Anxiety 

  3. Future: Gen-Z The Eco-Sexual Generation?
  4. Future: Brand Activism is here to stay

  5. Opportunities: My Sustainability dream brand 

  6. Opportunities: Deep dive, Three Consumer Profiles  

 

In an environment where fewer than one in ten brands grow each year, it is important to have a sharp and differentiated brand positioning. And In the gaping void from the lack of trust in institutions, brands have never had more opportunity and responsibility to act as cultural and sustainability role models.

With a blend of trend research, consumer insights, brand strategy and conceptual activations Above The Clouds help breathe new life into brands purpose and craft brands that stand for something, that share an enthusiasm and passion, that engage people, and ultimately stand out from the competition.

 

Our  Insight reports enables brands to position themselves uniquely against the competition, establish thought-leadership and disruptive thinking that creates insights, build reputation and increase awareness through strategic PR, content and brand development.