STOCKHOLM, Sept. 21, 2021 /PRNewswire/ -- 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 for a
better and 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
will actually solve the climate crisis.
Based on the results from the study,
Electrolux is exploring possible solutions for
better living together with their new team of
change-makers consisting of eight young people
representing seven countries from around the world, eager to drive
positive change. The team
also includes members such as Orsola de
Castro, co-founder of Fashion Revolution, and other
established players. The change-makers team is working in
sessions together with Electrolux Innovation Hub, a dedicated
research- and design team with a mission to explore possible
solutions for future sustainable homes. Insights from the
survey and the change-maker sessions will then be
used by Electrolux in its strive to create new
innovations.
"We believe there's a big opportunity in
combining different perspectives in order
to shape a better future. That's why
we want to involve young minds already today, as the
actions we take today will define the future they 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, or actually
take lead, in creating solutions for the future home",
says Tove Chevalley, Head of Electrolux Innovation
Hub.
Not only does the next generation see themselves as the
future leaders, 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
while young people are willing to do their part, they
also feel frustrated over the failures of the previous generation –
6 out of 10 agree young people have to take care of what
previous generations have messed up, and a majority (57%) feel
that young people try to make themselves heard but 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 to their future homes, young
people focus on sustainable solutions for 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
in food, and would 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 of the future generation, we need to
move the focus from smart homes full of cool features and
gadgets, to a discussion of a home that is built to enable
sustainable living. It is clear that this generation's
focus on sustainability is highly present when they
are thinking about their future
living. Sustainability is our first priority in
everything we do at Electrolux and inviting young
people to take part in shaping future
living helps us move beyond conventional thinking and see new,
more sustainable solutions", says Tove Chevalley at
Electrolux.
About the 2030 targets
The study is part of realizing
the Electrolux Group's vision and bold 2030
targets for a better and
more sustainable living. Focusing on better eating,
better garment care, better home environment, and better company,
the targets widen the scope of Electrolux commitment
to sustainability. It enables the company to contribute in a more
meaningful way in bringing solutions to global
challenges.
Selected findings:
The future of food and 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%) and cook 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 clothes and clothing care
In terms of future sustainable clothing
habits, young people most commonly pointed to
investing in high-quality clothes
(67%) and taking care of and repairing
their clothes to 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 of well-being at home
When it comes to young people's view well-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 by analysis firm United Minds on
behalf of Electrolux, including a quantitative survey as well as
in-depth interviews. The quantitative digital survey was
conducted amongst 15–20-year-olds in
13 countries (Argentina, Australia, Brazil, Chile, France, Germany, Israel, Poland, Sweden, Thailand, UK,
USA, Vietnam) including 1 000 respondents in
each market (a total of 13 886 respondents). Respondents were
provided by the survey panelists provider CINT.
17 in depth-interviews were performed
amongst 15–20-year-olds including all 13 markets. Data
collection took place between the 19th of February-16th of
March 2021.
Read the full
study at https://www.betterlivingprogram.com/bl-2030/en
CONTACT:
For further information, please contact Electrolux Press Hotline,
+46 8 657 65 07.
This information was brought to you by Cision
http://news.cision.com
https://news.cision.com/electrolux/r/young-people-trust-in-themselves-to-lead-the-change-towards-a-sustainable-future---only-1-out-of-10-,c3418474
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
|