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Josefina Sallén
Expert cirkulära affärsmodeller
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Avsnitt 5: Sustainable consumer behaviour – does that really exist?
Welcome to this episode of Business with Impact. Today, we’re diving deep into the world of consumers and their evolving preferences towards sustainability. Joining us is Robby Boyer, Research Manager, Sustainability Analytics at RISE, in conversation with Karin Gardström, Product Engineer at Voyado, working with AI-generated customer experiences.
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About this episode:
Did you know that consumers are more likely to choose products branded as circular over those labeled as second-hand, pre-used, or even new? Or that they prefer buying second-hand items if they are as accessible as new products?
Together, Karin and Robby share insights from the latest research and discuss the current trends in consumer behavior and sustainability.
We explore how the best way to promote circularity is by designing products that people want to keep, maintain, and repair. This approach requires a profitable business model tailored to these products.
We also delve into the role of policy-making in shaping sustainable consumer behavior, how to effectively market sustainable products to different consumer segments, and the growing trend of consumers shopping less and moving away from traditional retail stores. Additionally, we’ll discuss how servitized products can meet consumers’ desires for variety and newness.
About our guests
Robert Boyer, RISE
Robert Boyer is the Research Manager and Senior Researcher in Sustainability Analytics at RISE Research Institutes of Sweden.
In collaboration with colleagues from around the world, Boyer has published research in diverse areas, connected by an overarching theme of sharing and other cooperative strategies for sustainability. His focus at RISE is developing methods and tools to simplify circular decision making. He is the coordinator of the European Commission-financed project Consumer Demand for Circular Urban Living (www.cdcul.eu), which examines willingness to pay for shared-access spaces and facilities in European residential buildings.
He was also the coordinator of the RISE interdisciplinary initiative for Sufficiency Lifestyles, which leveraged over SEK 40 million in external funding for research projects related to low-consumption living.
Karin Gardström, Voyado
Karin Gardström has over 20 years of experience in system development and product management, with a particular focus on sustainability and omnichannel solutions within retail. Karin is passionate about combining technical expertise with sustainability goals to create solutions that promote responsible consumption.
In her role as Product Manager for Omni-Commerce and Sustainability at Voyado, Karin leads efforts to enhance digital solutions that integrate both online and in-store commerce, creating a seamless and engaging experience for customers across all channels.
With a solid technical background in product development, Karin has a deep understanding of how technological innovations can support both sustainability and efficiency within retail.
