What is the Informed Consumer like in the 2020s?

The Informed Consumer is an extensive study focusing on the values, attitudes and motives of consumers. At Kuudes, we use it as a practical segmentation tool when designing strategies and innovative product and service concepts that create competitive advantage for our clients.

Kuudes has studied consumer behaviour for over a decade. We believe that in-depth insight is the foundation for making successful business. In addition to data and demographics, it is crucial to understand the values and everyday challenges that guide people in their decision-making.

The Informed Consumer study was updated already for the third time in Finland. The change from year 2016 is clear. Finns are now divided into nine types of consumers based on their values: whether they value permanence or are vulnerable to change, whether they emphasize individuality or the common good. You can read more about the different groups below.

Sustainability is now mainstream. The theme has become more significant to an increasingly diverse group, not just to pioneers. In food, naturalness and lack of additives have become more significant to the whole population. At the same time, our busy lives increase the demand for solutions that make everyday life easier. Well-being is a trend above others. In addition, certain groups are now experiencing digital exhaustion, fear about the state of the world, sustainability fatigue and many other phenomena.

If this tickled your brain, download The Informed Consumer study report below.

Download study

Nine types of consumers in Finland

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Individualism, The Unconcerned

Stability, The Satisfied

Significance, The Steady

 

Stability, The Bystanders

Photos: Silla Virmajoki and Kuudes

Interested? Please contact

Jari Danielsson

CEO, Kuudes Nordic

+358 40 730 9612

Päivi Korte­niemi

Strategy Director

+358 40 715 5262

Sini Hynynen

Head of Insight

+358 41 5349853