Young people trust in themselves to lead the change towards a sustainable future - only 1 out of 10 believe in adults
STOCKHOLM,Sept. 21,2021 -- Young people are not only willing to drastically change their lifestyle in order to save the planet.They also see themselves as sustainable advocates and leaders towards a more sustainable future,according to a new global study from Electrolux revealing the thoughts of almost 14,000 young people around the world.
As part of Electrolux's vision and bold 2030 targets fora betterand more sustainable living,the company has conducted a large study set out to examine young people's views on sustainable living now and in the future. The study finds young people mainly trust in themselves (37%),scientists (27%),and influencers (17%) to lead the change towards a sustainable future,while only one out of ten believe adults will take on the responsibility. Four out of ten (43%) also believe young people willactually solvethe climate crisis.
Based on the results from the study,Electroluxisexploringpossible solutions for better living together with their new team of change-makersconsistingofeight young people representing seven countries from around the world,eager to drive positive change.The team alsoincludesmemberssuch asOrsolade Castro,co-founder of FashionRevolution,and other established players.The change-makers team is working in sessions together with Electrolux InnovationHub,a dedicated research- and design team with a mission to explore possible solutions for future sustainable homes.Insights from the survey and thechange-makersessionswill then be used by Electrolux initsstrive to create new innovations.
"We believe there's a bigopportunityin combiningdifferent perspectivesin order toshapea better future.That's why wewanttoinvolve young minds already today,as the actions we take today will define the futurethey will live in.As the study shows,young people have a very determinant and proactive mindset when it comes to sustainability,it's their future at stake and they want to be part,oractually takelead,in creating solutionsfor the future home",saysToveChevalley,Head of Electrolux Innovation Hub.
Not only does the next generation see themselves asthe futureleaders,49 percent see themselves as sustainable advocates actively trying to influence others to live more sustainably already today. A majority (57%) is willing to drastically change their lifestyle in order to save the planet. But whileyoung people arewilling to do their part,they also feel frustrated over the failures of the previous generation – 6 out of 10 agree young peoplehave totake care of what previous generations have messed up,and a majority (57%) feel that young people try to make themselvesheardbut no one listens.
The keys to sustainable living – according to the youth
Education about sustainability issues (73%) and green innovations (69%) are stated as the most important solutions in order to transition to a more sustainable society,according to the study. When it comes totheirfuturehomes,young people focus onsustainablesolutionsfor food,water,and energy,which is more important to them than smart features without a clear sustainability aspect.
They are also willing to invest time and energy infood,andwould prefer to produce their own food and spend time on plant-based cooking rather than having time-efficient solutions like ready-to-eat meals or not cooking at all.
"To meet the needs ofthe future generation,we need to move thefocusfrom smart homes full of cool features and gadgets,to a discussion of ahome that is built to enable sustainable living.It is clear that thisgeneration's focus on sustainability is highly present whenthey arethinking about their future living.Sustainabilityisourfirstpriorityin everything we doat Electrolux andinvitingyoung peopletotakepartinshapingfuture livinghelps us move beyond conventional thinking and see new,more sustainable solutions",saysToveChevalleyat Electrolux.
About the2030 targets
Thestudyispart ofrealizing theElectrolux Group's vision and bold 2030 targetsfora betterand moresustainableliving.Focusing on better eating,better garment care,better home environment,and better company,thetargetswidenthe scope of Electrolux commitment to sustainability. It enables the company to contribute in a more meaningful wayinbringingsolutions to global challenges.
Selected findings:
The future of foodand cooking
The most important things young people want to do in their future home is to produce their own food (36%),compost or recycle all food waste (34%)andcook tasty plant-based food (34%). Only 12% want to eat ready meals instead of cooking themselves,12% believe they will eat lab produced meat,9%said that they will eat protein based on insects and only 10% believe they won't have to cook at all in the future.
The future of clothesand clothing care
In terms offuture sustainable clothing habits,youngpeoplemost commonly pointedto investing in high-quality clothes (67%)andtakingcare of and repairing theirclothesto make them last longer (65%).26% believe they will be wearing virtual clothes by 2030 and 27% sees renting their clothes would be a sustainable behavior practiced in 2030.
The future ofwell-being at home
When it comes to young people'sviewwell-being at their future home,they see smart systems mainly as a tool to provide advice and support in their daily lives. They want it to give health advice (36%),exercise routines (34%),dietary advice (33%) as well as guidelines and recommendations for a sustainable life (32%). They also see its role in protecting from outside toxins (35 %).
About the study
The study was conducted byanalysisfirm United Minds on behalf of Electrolux,including a quantitative survey as well as in-depth interviews. Thequantitativedigital survey was conducted amongst15–20-year-oldsin 13countries(Argentina,Australia,Brazil,Chile,France,Germany,Israel,Poland,Sweden,Thailand,UK,USA,Vietnam) including 1 000 respondentsin each market (a total of 13 886respondents). Respondents were providedbythe surveypanelistsprovider CINT. 17 indepth-interviewswereperformed amongst15–20-year-oldsincluding all 13 markets. Data collection took place between the 19th ofFebruary-16th of March 2021.
Readthe full studyathttps://www.betterlivingprogram.com/bl-2030/en
CONTACT:
For further information,please contact Electrolux Press Hotline,+46 8657 6507.
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The following files are available for download:
https://mb.cision.com/Main/1853/3418474/1470879.pdf
Better Living 2030_phase 2_eng
https://news.cision.com/electrolux/i/better-living-2030-collage,c2956751
Better Living 2030_collage
https://news.cision.com/electrolux/i/tove-chevalley,c2956752
Tove Chevalley
