In the head of the Consumer
SUSTAINABILITY
Consumer Report 2023
The NXT Sustainable Consumer Report 2023 - The Post Purpose Activists - is a trend report based on quantitative data from a nationally representative sample of 2,405 respondents in Sweden and Denmark. The report is part of Above The Cloud's : Future Series on sustainability and lifestyle behaviours linked to consumption. The report is released for the third year in Sweden, but 2023 is the first year that Denmark also is included in the report.
Client
Above The Clouds
Year
2023
Category
Consumer Report
Trend Report
Sustainability
Type of Work
Research
Insights
Sustainability
Consumers
An important challenge for anyone who wants to drive consumption in a more sustainable direction is how to get their ideas and initiatives to spread.
This means being able to engage the consumer throughout its transformation, as well as being able to adapt its messaging based on different consumer profiles because these value messaging about sustainability in very different ways.
As a brand, to cope with this, an understanding of what drives the consumer to adapt, or not adapt, their consumption to a more sustainable lifestyle is required. What gives status, what creates anxiety, what impresses and what attracts.
Our purpose with Above The Clouds Future Series about the Sustainable Consumer is to create a better understanding for why and how consumers do, or do not, incorporate sustainability issues into their consumption pattern, what influence them and what triggers the NXT Sustainable Consumer.
What you find in the 2023 Consumer Report
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Sustainability Readiness Curve
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Three Sustainability Consumer Profiles
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The Eco-Sexuals
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My Sustainable Dream brand
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Gen-Z Sustainability Status and Anxiety
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Impressive power of knowledge
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Green Washed Away
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Post Purpose Activists and Hero Traps
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The Eco-Authoritarian Leaders
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Analysis and Strategic Worksheets
Power up Brand Strategies through Sustainability and Eco-Decisions
The decisions we make now have the power to rebuild and reshape brands long after the influence of the pandemic, Inflation, and turbulence. One key action is to strategically integrate sustainability within all business functions and find new opportunities to create value for the consumer, employees, and investors. Sustainability is increasingly establishing its role at the strategic board rooms and is no longer viewed upon as a feel-good project. As a change forecaster, Above The Clouds guides you through this shifting landscape by providing expert consumer insight and actionable advise.
Learn to navigate the future
Make sure to book your own presentation of The NXT Sustainable Consumer 2023 – Post Purpose Activists or get in contact for a strategic foresight clinic where we help you pinpoint priority areas and co-create your strategic roadmap. Strategic foresight is the most valuable tool you can adopt to identify and chart a course for future sustainable growth and long-term prosperity.
Price: 5000 SEK
Price Includes a digital version of the 60 pages report The NXT Sustainable Consumer 2023 and a 1-2 hour online presentation for you and your team.
(If your brands is located in Stockholm it is also possible to get the 1-2 hours presentation as an inspirational live presentation at your office)
Consumer expectations are rising and values are changing. Sustainability regulations are trying to keep up. Technology are evolving at a rapid pace, creating new opportunities and challenges. Market fragmentation is everywhere. But even in the midst of so much change, one truth remains - the best brands understand their customers, how to engage and amuse them while still deliver value.
Strategic foresight is the most valuable tool you can adopt to identify and chart a course for future sustainable growth and long-term prosperity.
The NXT Sustainable Consumer Report 2023
There are no shortcuts to perform a successful sustainability brand transformation, they never happen with a single marketing campaign. There is only a roadmap of strategic, creative, and actionable brand decisions that, if executed consistently, put a brand on the path to both sustainability and cultural status, consumer excitement, and business success.
Fredrik Ekström
Sustainable Consumer Readiness Archetypes
Our purpose with establishing the Sustainable Consumer Readiness Index and archetypes, is to create a better understanding for how consumers readiness and approach to sustainability as a life-concept differs between a set of archetypes and profiles. Here you find a description of five different consumer profiles with an in-depth look at the three "green" profiles and their approach to sustainability. Which values govern and what drives them to make more sustainable choices. Description of how big the groups are in Sweden and Denmark and how they differ between population and Gen-Z.
These are the profiles you need to engage with to thrive in the NXT sustainable world. Dedicated Pioneers, Anxious Activists, Eco-Swingers, Sceptical Spectators, Sustainability Zombies
Gen-Z Sustainability:
Status, Anxiety, Eco-Sexuals
The value chart by the younger Gen-Z consumer identifies a form of sustainability status where knowledge of sustainability is something they values highly, seeks to have more of, is impressed by those who teach it, and is attracted to those who have it and live by it. At the same time, they lack the knowledge to make the right choices and worry about being judged by their friends if they do wrong, as well as they genuinely worry about the future of the planet. This paradox creates a paralysing effect where the Gen-Z consumer want to do the right thing, but lack he tools and knowledge to do so, and this could act as a barrier thus paralysed in their sustainability actions.
• Top list of what impresses Gen-Z
• Top list of characteristics that make a brand a dream brand in sustainability
Green Washed Away and Post Purpose Activists
Most of the population feels that they have been subjected to greenwashing in the past year and want to see stricter laws and harsher punishments for brands that harm the planet. Every second consumer can stop buying from a brand that engages in greenwashing and instead support consumption from a brand that openly engages and supports environmental movements.
8 of 10 want to see brands openly engage in environmental movements, reduce their purpose-driven hero preaching and instead focus on what they do here and now.
• Top list of which environmental movements and activities the consumer considers most important that brands support
Eco-Socialism Versus
Eco-Authoritarian Future’s
Around the world, in recent years we have been able to follow a political paradigm shift. On the one hand, it has created a neo-collectivist movement where de-growth and eco-socialism flourish. But on the other hand, we see that only five percent of the population in Sweden and Denmark think that the democratically elected politicians are doing a good job of solving the climate crisis.
Instead, every second citizen states that they could support a more eco-authoritarian leader who alone gains power in to solve the climate crisis.
The time for debate and compromises is over.
Learn to navigate the future
Make sure to book your own presentation of The NXT Sustainable Consumer 2023 – Post Purpose Activists or get in contact for a strategic foresight clinic where we help you pinpoint priority areas and co-create your strategic roadmap. Strategic foresight is the most valuable tool you can adopt to identify and chart a course for future sustainable growth and long-term prosperity.
Price: 5000 SEK
Price Includes a digital version of the 60 pages report The NXT Sustainable Consumer 2023 and a 1-2 hour online presentation for you and your team.
Get inspired by this presentation of the 2022 Report, at Stockholm Fashion District, on Scandinavian MIND Transformation Conference.
