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Report: The New Sustainable Consumer

The pandemic will have a huge transformative impact on us as society. Where economic, social, and psychological effects will be felt for generations. But we’ve at least arrived at a point where we are past the shock phase and now can plan for the future. 

Most of the changes we’re seeing right now are actually major transformations into new lifestyle behaviours rather than shorter trends in the market. To keep track of or even participate in and influence these changes, brands need more than ever to create a strategic approach to what is happening.  

The New Sustainable Consumer report is an exploratory foresight report. Our purpose with understanding the New Sustainable Consumer is to create a better understanding of why and how consumers incorporate sustainability issues into their consumption behaviour. We’ve researched a large amount of existing quantitative consumer reports from around the world and selected reports that have been conducted both before and during the covid-crisis, in order to get a broader view on how preferences are transforming. To get even wider perspectives of these changes we’ve also conducted a wide range of interviews with industry experts. These experts have acted as our advisors, they are individuals dedicated to sustainability and add different perspectives to their approach.

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Watch the full report, presented by Editor-at-large Fredrik Ekström: