This time, Finnish consumers have been classified into eight distinct consumer segments, each characterized by their unique values, expectations, and lifestyles. By analyzing the data, six significant trends of change have been identified and are presented in the publicly available version of the report. Despite the challenges faced, Finnish individuals have not withdrawn into themselves; instead, they show a heightened desire for security. An increasing number of Finnish consumers are willing to make compromises and are more creative when determining worthwhile investments. It is crucial for companies to acknowledge the growing divergence among Finnish consumer groups while thinking about their target audiences.