Do we need to rethink sustainability in times of great uncertainty?

Sustainability is at a crossroads. Consumers still care about climate and sustainability, but in an era of uncertainty, immediate personal concerns often take precedence. Traditional sustainability narratives, built on sacrifice and moral responsibility, are losing their resonance, urging businesses to rethink their approach. How can sustainability be made relevant and compelling in today’s world?

Today’s world is increasingly shaped by overlapping crises—the climate emergency, geopolitical conflicts, economic instability, rising living costs, and political polarization. Together, these forces create a deep sense of uncertainty, profoundly influencing consumer behavior. Rather than focusing on “the big picture,” which often feels beyond their control, people are prioritizing what feels immediate and personally relevant, such as health, well-being, financial stability, and close relationships.

This shifting mindset makes traditional sustainability narratives, often framed around sacrifice and moral obligation, feel increasingly out of touch. As a result, businesses must rethink what the path to a more sustainable economy looks like. Rather than being about moral persuasion, we see the future of sustainability as being about making the right choice feel effortless, rewarding, and aligned with consumers’ everyday lives and concerns. Simply put, sustainability should work for consumers, not the other way around.

Consumer Trends in an Age of Uncertainty

A growing sense of uncertainty is shifting consumer focus towards immediate and personal priorities, often blending pragmatic decision-making with moments of indulgence. To gain a better understanding of the consumer mindset shaped by this sense of uncertainty, let’s look at a few examples. 

1. Doom Spending
Younger generations, facing diminishing financial security, are shifting spending from long-term investments (such as homeownership) to luxury goods and experiences.

• Financial instability makes traditional milestones feel out of reach and even irrelevant, leading to increased spending on high-status items and experiences that offer escapism and a sense of momentary achievement.
• This trend blends hedonism and nihilism—a response to economic precarity with a “spend it while you can” mindset.
• The rapid rise of Buy Now, Pay Later (BNPL) schemes reflects this trend, enabling consumers to access what they cannot immediately afford while deferring payment to a later date.

2. Seeking Control
Consumers are becoming more selective, avoiding long-term commitments and prioritizing flexibility.

• In developed markets, more than a third of consumers have experimented with different brands, while around 40% have changed retailers in pursuit of better prices and discounts. (McKinsey, 2024).
• The rise of “de-influencing” reflects growing skepticism, with consumers rejecting overhyped products.

3. Expectation of Immediacy
The pandemic redefined convenience, and consumers now expect seamless, on-demand experiences.

• Frictionless payment, flexible delivery, and easy returns are essential.
• Any barriers to convenience lead to frustration and lost sales.

4. The Investment Mindset
While some consumers avoid financial commitments, for example, homeownership, others reframe certain more accessible purchases as assets with long-term value.

• Due to their resale potential, categories like sneakers, luxury watches, and vintage fashion are booming: The second-hand luxury watch market alone is projected to grow from $21.7 billion to $35 billion by 2030, outpacing new watch sales market. 

5. Self-Reliance and Financial Independence
With declining trust in institutions, consumers are taking a DIY approach to financial management, career paths, and well-being.

• Interest in personal finance, side hustles, and alternative income streams is rising.
• According to Barclays consumer research, 23% of Brits are now turning to social media, community messaging apps and online forums for investment guidance. (Barclays, 2024)
• According to a global survey of 10,000 workers by Kantar, 40% Gen Z workers are combining at least two roles (BBC, 2023)

While these trends may appear unrelated or even contradictory, they all stem from a fundamental shift in consumer mindset and their evolving relationship with goods and services. Driven by increasing uncertainty, consumers are increasingly focused on immediate and personal priorities that they feel they can influence. This recalibration of expectations and attitudes challenges us to rethink sustainability and what it means for consumers today.

The Need to Rethink Sustainability

Despite the ongoing shift in consumer mindset, environmental awareness persists. Studies indicate that around two-thirds of consumers still believe urgent action is needed to address climate change (Euromonitor International, 2024). However, our research shows that consumers’ relationship with sustainability is shifting, driven by growing frustration and disillusionment:

• Many feel they have done their part but see little change.
• Skepticism toward corporate sustainability claims is increasing.
• Immediate personal concerns often take precedence over long-term environmental goals.
• Cost and accessibility remain major barriers to sustainable choices.

Crucially, traditional sustainability narratives, rooted in sacrifice and moral responsibility, no longer resonate with many consumers. Economic uncertainty has reshaped priorities, making guilt-based messaging ineffective.

This forces us to rethink sustainability, not as a cause that relies on goodwill and self-sacrifice, but as a seamless part of everyday life, naturally aligning with existing consumer values.

Understanding the Real Drivers of Sustainable Consumption

Our recent collaboration with Laurea explored the barriers and accelerators of the circular economy, revealing key insights into consumer behavior (in Finnish: Webinaari 11.2.2025 Kuluttajakäyttäytymisen kestävyys – CEGO – Circular Economy GO).

One of the most striking findings was the fundamentally pragmatic approach many Finnish consumers take toward consumption and sustainability. As one interviewee put it:

“It just makes sense to think about how materials are used and how to reduce waste.”

However, ideological or technical discussions, such as responsibility narratives or circular economy principles, can sometimes alienate consumers. While environmental concerns often linger in the background, purchasing decisions are primarily driven by perceived personal value and everyday concerns. This essentially means that practical considerations, such as getting better quality at a lower price, take precedence over abstract sustainability ideals.

Crucially, our study suggests that definitions of quality are evolving, with increasing emphasis on not only longevity, but also usefulness, i.e., how well a product fits consumers’ needs and lifestyles in the long term. This shift presents an opportunity for businesses willing to rethink their approach. Repairability and resale value, for example, could become more explicit markers of quality in the future.

However, to fully capitalize on this shift in the consumer mindset, businesses must go beyond functionality and also tap into the emotional dimensions of consumption, elevating sustainable choices by aligning them with new ideals, aspirations, and status markers. This means considering not just material sustainability but also cultural sustainability, i.e., designing and marketing products in a way that create lasting value for consumers and encourages them to care for and retain these items over time.

What This Means for Businesses

To thrive in this changing landscape, businesses must rethink how they position sustainable products and services. Key strategies include:

1. Adapt to Consumer Reality – Stay attuned to shifting behaviors, recognizing the influence of economic uncertainty and social change.

2. Reframe Sustainability as Smart and Desirable – Move away from guilt-based messaging and position sustainability as a superior choice in terms of durability, affordability, and convenience.

3. Engage Consumers Without Judgment – Avoid moralizing consumption. Meet consumers where they are and provide solutions that align with their lifestyle. Change takes time.

4. Move Beyond the ‘Green Consumer’ Stereotype – Don’t rely on a niche audience willing to make sacrifices. Instead, make sustainable choices effortless and beneficial for the mainstream.

5. Redefine and Innovate Quality – Consumers prioritize quality, but its definition is shifting. Longevity, repairability, and resale value can become key indicators of smart purchasing.

The Future of Sustainable Business

The future of sustainability is no longer about moral persuasion. It is about embedding sustainable choices into everyday life in a way that makes them the obvious, more valuable option. Consumers are driven by practicality, convenience, and personal benefit, and businesses that align sustainability with these priorities will thrive. This means shifting away from guilt-driven messaging and instead presenting sustainable products and services as high-quality, durable, and economically sound choices.

Ultimately, businesses that seamlessly integrate sustainability into their core offerings, without adding complexity or sacrifice for consumers, will lead the way. The goal should be to integrate sustainability into consumers’ lives effortlessly, rather than expecting them to adapt to it.

Photo: Mikko Ryhänen

References

Barclays (2024) https://home.barclays/insights/2024/10/finfluencers-the-rise-and-risks-of-investment-content-creators/

BBC (2023) https://www.bbc.com/worklife/article/20230302-the-rise-of-the-gen-z-side-hustle

Euromonitor International (2024) https://www.euromonitor.com/press/press-releases/november-2024/two-thirds-of-consumers-worried-about-climate-change-as-cop29-debate-heats-up-in-baku-euromonitor-international

McKinsey (2024) https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer