The conclusion of COP23 in Bonn this November left us with several uncertainties. The main goal was for member states to agree on a rulebook concerning the technical steps for a successful implementation process of the Paris Agreement.
In the preparations for Sustainable Brand Index 2018, we have interviewed a number of our customers to get a clearer picture of what areas we need to improve. Based on this, and our reflections, we have landed in the insight that we need to change the following:
The generation called Millennials is defined differently depending on who you ask. We have chosen to define them as people aged 16-26 years old. Generation Z consists of young people born after the Millennium. So they are today aged 17 and younger.
It is easy to assume that ”all young people are the same”. Often, companies tend just to think that people under 30 are full of themselves and unwilling to work hard. It could, of course, be true in some cases and for certain generations.
Major actors in the transition from a linear to a Circular Economy are of course the companies. According to regular Nordic consumers, companies are largely responsible for creating models for increased second-hand, recycling and also sharing things with others.
The overall decay in trust between people is having large effects on the possibilities for us all to transition towards a Circular Economy. A big part of the circular thinking is based on reusing and sharing products instead of throwing them away.
In Sweden, 25% of consumers claim to co-own a product with other people. The majority of these are referring to a holiday home, a car or a power tool of some sort. The numbers are a even lower in Finland and Denmark.