executive summary

We are living in an unprecedented time period. It is marked not only by the pressing need to transition to a sustainable society, but also by mounting geopolitical tensions and an aging population. All this while digitalization keeps accelerating and changing the way we work, live and think. This growing complexity is but a feature of the transformation that awaits us. In light of all this, individuals often encounter a sense of confusion at what their role is in this societal shift.

In Chapter 2, we reflect on three main shifts that influence consumers:

z From order to chaotic complexity: New concepts and technologies are adding a layer of complexity to everything. More things have to be measured, while global tensions and uncertainties are making change risky. An emerging legal landscape is forcing companies to do better. There is no overarching legal framework at a global level, however, which complicates matters. We are also taking our first steps towards a circular economy, which is leading us into a new paradigm of consumption. z From anonymity to trust and transparency: New tools and channels enable both consumers and producers to better track information about products. In a more complex world, we are demanding that the technology gets put to good use. We want more insight into everything, because everything is better when there is trust. z From profit driven to purpose driven: In a world of inequalities and mental health issues, we are spending more time thinking about how we and people around us can feel better. We are also beginning to fundamentally question a world where carbon emissions are still rising, despite the efforts of some to keep them down. Profit can no longer be the only metric – we must take humans and nature into the equation.

Chapter 3 presents the results of an AI-guided analysis of articles related to sustainable consumption in international news media. The aim of the analysis was to identify different topics and mindsets that exist in relation to sustainable consumption. A key observation is that conversations in this field take a number of different starting points. While a strong focus on consumption choices by individual consumers prevails in Europe, discussions may also start from security considerations, scarcity, a sense of belonging, or questions about who is responsible for driving sustainable transformation. After noting topics that are prominent in different geographic regions, we move on to explore seven recurring themes. The themes touch upon consumer behaviour, business models, and technical solutions to sustainability challenges – but also on thrift as a sustainable virtue, divergent ideas about what ‘local’ means in the context of sustainable consumption, and points where different conceptions of sustainability are at odds with one another. A striking observation is that, although we all appear to like the idea of sustainability, we do not always have a shared understanding of what it means. Chapter 4 revisits the Sustainability Stairway, a conceptual model we introduced in our report on sustainable consumption in 2019 with the aim of visualizing how consumers differ when it comes to attitudes to and knowledge about sustainability. The process of becoming a more sustainable consumer can be thought of as a journey up the stairway: from not being interested in sustainability at all at the bottom of the stairway, via (at the first step) adopting specific sustainable practices that do not require major sacrifices, to (at the second step) more thoroughly adjusting one’s life in a sustainable direction. In this update, we look at each of the steps in the light of recent academic research findings. We also add a third step to the stairway model. This is where we find the engaged sustainability community leaders – people who are actively spreading their sustainability engagement to others. Chapter 4 additionally adopts the perspective of a consumer-facing business that wants to offer its customers sustainable value propositions and presents a suggestion for how the Sustainability Stairway can be used in combination with Science Park Borås’ Circular Business Model Canvas.

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