Half of the Nordic population has been deprived of nature
Environmental degradation and climate change mean that one in two Nordic residents feel that they have lost important nature for them. Nordic consumers are willing to make sacrifices in their lifestyles to help restore nature. But they are hindered by greenwashing and the buy-and-throw economy. They want companies and politicians to act to make it easy to make the right choice.
This is shown in the latest Nordic consumer survey "Nordic Consumer Sustainability Index" (Opinion, commissioned by Nordic Ecolabelling). It is one of the largest consumer surveys on sustainable lifestyles in the Nordic region. Environmental degradation and climate change are in the top three as one of the biggest challenges, according to the 4,500 Nordic consumers who participated in the survey.
More and more consumers have lost precious nature, and 85% are willing to change their lifestyle to restore nature. 95% have already reduced their environmental impact, for example cut down on unnecessary purchases, repaired and bought more second hand.
"Our unsustainable consumption leaves behind devastated rainforests, plastic in the oceans and environmental toxins in nature. There is a great deal of untapped potential among consumers, which we hope that both companies and politicians will take advantage of by making the more sustainable choices easier. It is urgent to act and the Convention on Biological Diversity is clear about how we can safeguard the environment, climate and nature," says Christian Quarles van Ufford, Marketing and Communications Manager at Ecolabelling Sweden.
Hindered by "buy and throw away" and greenwashing
Nordic consumers find it challenging to find products that are better choices for the environment. Another barrier is greenwashing as 85% believe that companies exaggerate the environmental performance of products, 78% feel that products are marketed as "green" without a proper explanation.
Consumers believe that companies need to make better quality products, ensure competitive prices and simplify recycling and repair. Politicians should do more to stop greenwashing, for example by introducing tougher fines.
"Today, a jungle of green label-like symbols abounds and we hope that the new EU parliamentarians will soon pass new EU rules against greenwashing," says Christian Quarles van Ufford.
The EU wants to strengthen consumer power, partly through new EU rules on the lifespan and repair of products. Partly through clear rules to stop greenwashing and how environmental claims in marketing are to be checked and proven, so-called green claims. An EU audit shows that half of the environmental claims audited were misleading and half of the ecolabels lacked verification.
Nordic consumers want to restore nature
Key challenges:
- Health care 48%.
- Environment and climate change 35%.
- Crime rate 31%.
38% consider the loss of nature and biodiversity to be among the most critical issues.
- 1 in 2 consumers have experienced the loss or deterioration of natural areas or nature experiences that are important to them.
- 85% want to partially change their lifestyle if it can help restore nature.
- 56% refrain from unnecessary purchases (44% in 2022).
- 42% repair instead of buying new (33% in 2022).
- 37% buy second hand instead of buying new (37% in 2022).
- 85% think that greenwashing should be fined.
- 87% think that products should be documented and approved by an independent third party before they are marketed as green.
- Seven out of ten feel that they help protect the environment when they choose Nordic Swan Ecolabelled products.
- 97% of Nordic consumers recognise the Nordic Swan.