In recent times, inflation has eaten up a lot of Swedes’ wallets. Despite that, the purchasing power is strong for many.
According to the survey The Consumer Compass shows that more than one in two Swedes consider sustainability to be an important aspect when shopping for goods, and as many as 30 percent consider themselves to be neutral on the question of whether sustainability is important.
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Every second Swede believes that sustainable shopping is important. Photo: Sofia Ekström/SvD/TTPensionärer shop least sustainably
Research, carried out by the price comparison site Prisjakt, shows that those who shop least circularly, i.e. those who shop sustainably, are the older generation.
Isabella Ahmadi works as a press contact at Prisjakt, and according to her it seems that the tough economic years have also strengthened purchasing power for many.
– With a couple of tough years in personal finances behind them, Swedes are now increasing their budget for physical goods. Many households have tightened their budgets to cope with increased costs for housing, food and electricity, but now it seems that they can put more money in the shopping pot. It is likely an effect of the subdued inflation and the forecast of a lower interest rate. Tax refunds and salary audits can also give a little extra boost to the wallet, she says News24.
Those who shop least sustainably are the older generation, those aged 65-79. During the first six months of 2024, only 55 percent of the pensioners surveyed shop sustainably, which can be compared with 30-49-year-olds where a full 73 percent shop sustainably.
– The younger generation has gotten to know a colorful second-hand market, which only grows and gets better every year, unlike the older generation who may have a slightly negatively charged image of second-hand. It’s a shame, because today we have a vibrant secondhand market with low prices, which really should be great for a retiree’s wallet.
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Photo: Press image PrisjaktIt determines whether you shop sustainably
It is most common to shop sustainably via digital marketplaces and from private individuals, not from the traditional stores. It is something that needs to be changed, says Ahmadi.
– What also stands out is that the stores that also sell new products have not really succeeded in reaching the second-hand hungry consumers. The most common trading places for circular are shopping on digital marketplaces from private individuals and in physical thrift stores, and there the companies need to catch up and readjust their business plan and reach consumers with their circular goods.
The average Swedish consumer plans to spend SEK 12,573 in the coming months, according to the survey.
– The Swedes are in a time of waiting. On the one hand, there are opportunities to set aside more money for consumption, which may be thanks to subdued inflation, more stable electricity prices and a forecast of interest rate cuts. On the other hand, there is a certain restraint, perhaps precisely because the interest rate has not yet been lowered, says Ahmadi.
The survey was carried out by the analysis company Kantar. 1,000 interviews have been conducted with Swedes aged 18 to 79.
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