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Sustainability is a smaller priority for Danes

May 13th, 2020

Danes prioritize sustainability to a smaller extent because of the corona crisis. At the same time, the Danes expect to prioritize self-indulgence and experiences after the corona crisis. This shows a study conducted by Advice in collaboration with Userneeds.

In collaboration with Advice, Userneeds is behind the study “Crisis Consumer Trends”, which provides insight into how the corona crisis affects the consumption habits of the Danes. The study shows, among other things, that the Danes’ view on sustainability are influenced by the corona crisis. There is a decrease from 58 percent before the corona crisis to 43 percent of the Danes, who agree with the statement “next year I expect my general consumption to be more sustainable”.

Ralf Lodberg, partner and CCO at Advice, says: “It is clear to see that we are not currently prioritizing sustainability to the same extent as before the crisis, and I think that is the expression of the closer values ​​that are now at the top of the shopping list. In addition, due to the crisis, more consumers today are perhaps concerned about their finances and therefore tend to choose cheaper solutions, which may not always harmonize with sustainability.”

Besides the fact that the Danes do not prioritize sustainability to the same extent as before, the study also shows that the Danes will prioritize self-indulgence and experiences when the crisis has passed. The result shows that every fifth will visit restaurants more often and 19 percent will spend more money on cultural experiences. In addition, 11 percent will spend more money on personal care, and 27 percent will spend more money on travelling in Denmark.

Maria Rasmussen, Director and Consumer Expert at Advice, comments: “The numbers speak their clear language, we are ready to get back into the Danish country when the worst crisis is over, and therefore the industries that have been impacted the most will now probably also experience extra support from consumers, once the world looks a little more normal again.”

Furthermore, only 6 percent expect to spend more money on clothing and other the like after the corona crisis, and about 14 percent expect to spend less money than before the corona. Maria Rasmussen does not necessarily believe this is true, as it may look different when we meet the outside world again. Further, more consumers expect to shop more locally in the future.

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