EDM Sustainable Business 2022

SUSTAINABLE BUSINESS 2022
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feel a little embarrassed and usually nothing
we want to talk about. At the same time, one
cannot help but be fascinated by the power
behind it. So what is it about status when
eight out of ten Swedish consumers describe
themselves as associating their self-image
with sustainability? And why is that so important
for brands?
There is a careless, casual use of the word
“status” where expensive items are usually
the way to obtain the same, and consequently
status would only be about surface and
financial success. But nothing could be more
wrong, especially with Gen-Z, where 80 percent
say they are impressed by a person who
teaches them something new and exciting
about sustainability, and 20 percent are physically
attracted to a person living a seemingly
sustainable and healthy life.
The desire to learn more about sustainability
is turning knowledge about sustainability into
a new cultural status symbol. But with these
new patterns and the rapid transformation
of sustainability in society also comes a new
insecurity. Seven out of ten Gen-Z consumers
believe their friends will look down on them
negatively if they don’t make environmentally
conscious choices regarding their consumption,
while nearly nine out of ten Gen-Z
believe their environmental decisions won’t
have a major impact - neither for the better
nor for the worse.
The paradox of being impressed
with knowledge while
feeling like you have no control
over your actions can be
devastating for consumers,
and probably never before
have brands had so much opportunity
and responsibility to
act as sustainability role models
to alleviate this anxiety.
The fear of making the wrong choices, combined
with the feeling of being impressed and
attracted to those with sustainability knowledge,
can create a worry so destructive that
we find ourselves at risk of not living up to the
ideals of success set by our peers and society,
and potentially losing our status as a result. This
can ultimately be both a driver and a barrier for
consumers to transition to a more sustainable
lifestyle.
Consumers will ultimately demand more than
just information about the environmental
benefits of products and brands in order to shift
to a sustainable lifestyle. They also need help
building their self-image with values, results and
stories as they make their sustainable transformation.
They want bragging rights and proof
that they are doing the right thing and not
being judged by their peers.
What to expect in The NXT Sustainable Consumer Report 2022:
1. Insights: The sustainable consumer readiness curve
2. Drivers: Sustainability, status and anxiety
3. Future: Gen-Z, the eco-sexual generation?
4. Future: Brand activism is here to stay
5. Opportunities: My sustainability dream brand
6. Opportunities: Deep dive, three consumer profiles
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