Exploring Consumer Sustainability Mindsets: Insights from Fredrik Ekström

Fredrik Ekström outlines three key sustainability archetypes that are shaping consumer behavior today:

Dedicated Pioneers (12% of the population): These individuals are deeply committed to holistic sustainability. They have a high level of knowledge, firmly believe in its importance, and integrate it fully into their lives. Their choices are driven by strong personal values, and they live by them consistently.

Anxious Activists (28% of the population): This group is focused on measurable outcomes. They want to know the real-world impact of their actions and seek transparency. When they engage with brands, their key question is, “What difference does this make?”

Eco Swingers: The largest group, these consumers believe in sustainability but also balance it with personal image and brand narratives. They see sustainability as important but are also drawn to how brands tell their story.

Understanding these archetypes is essential for brands to communicate sustainability efforts effectively. It’s about aligning with their values and showing real impact.

Want to gain more insights like this? Join the conversation at ISPO Munich 2024 and be part of the discussion on the future of sustainability.
#Sustainability #ISPO #ISPOMunich2024 #GreenMindset #ConsumerBehavior #MarketTrends

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