I read an article about the attitudes of young people in Finland towards responsible consumerism. The article was published in Maailma.net, which is
The future looks surprisingly bright. The research, conducted by 15/30 Research, says e.g. that 74% of our younger generation (15-30) think that companies should have other aims in this world: it shouldn’t be about economic gains only. I so agree, but I’m sure the guys in black suits not so much.
The statistical fireworks continue: in 2010 only 54% thought they can have a say in the world’s development by being responsible consumers. This year the figure is slightly higher at 61%. Pretty ok. However, only 34% are actively aiming to make a difference with their consumption habits.
But here’s the real deal.
A clear majority, 78%, think companies are not quite so ecological and ethical as they say they are.
Young people are not so easy to fool after all, are they? If you give a product a nice, new look, adding a bit of green here and there & invest in a fancy ad with someone famous and beautiful talking about ingredients x, y and z – ka-boom! – the youngsters don’t buy it after all.
Oh this makes me very happy, gives me hope. Welcome, all ye young minds with clear thoughts and a well-built brain!
Check the slides here, only in Finnish.
By the way, are you already familiar with Made-By?
♣ In the meantime: Why does a person live in the North again? It’s almost June and still very cold.
♥ Song of the day: Depeche Mode, Martyr