Fredrik Ekström at Above The Clouds takes us on a deep dive into the Swedish “sustainability consumer”, where a new type of sustainability status symbol provides hope, but also anxiety. It’s attractive but produces a fear of being judged by your peers for doing something wrong.

These paradoxes are amplified by how brands communicate sustainability and create opportunities, while requiring major responsibility as consumers request new communication-methods.

THE NXT Sustainable Consumer Report 2022 is a quantitative and qualitative study about how Swedish consumers view sustainability, communication, and values. It highlights hidden areas where brands can improve, and through the model “The sustainable consumer readiness curve”, it dives into three consumer profiles that we should interact with, as 8 out of 10 Swedes identify as a “sustainable consumer”. It also discusses how to successfully interact with them.

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