The growth in unemployment is starting to be reflected in Finns’ attitudes towards sustainability – domestic employment is emphasised

The Finnish Commerce Federation has now investigated Finns’ attitudes towards sustainability for the fifth time. During the survey series, the operating environment for consumers has been altered by the pandemic, Russia’s war of aggression, inflation, rising interest rates and weakened purchasing power. In recent years, uncertainty has also been heightened by rising unemployment and escalating geopolitical tensions.

Economic uncertainty is reflected in consumer purchasing. Already 66 per cent of Finns aged 18 to 79 say they often make purchases primarily on the basis of price. Four years ago, the share was 56 per cent. Among those under 35, 87 per cent say they often or always make purchasing decisions based on price.

“Price sensitivity has strengthened primarily among working-age people, while among those over 64, the trend has already slightly reversed. The growing importance of price is not explained solely by low income or financial necessity; it is also evident among high earners and consumers who consider their financial situation to be good,” says Jaana Kurjenoja, Chief Economist at the Finnish Commerce Federation.

Domestic employment rises to the core of sustainability

As unemployment increases, Finns have begun to value companies who employ people and invest in Finland. Those aged 35–64 consider domestic employment and investment to be the most important factor defining a sustainable company. Among those over 64, paying taxes in Finland is considered even more important than creating employment.

The change is also visible in young people. Among 18–34-year-olds, domestic employment has risen alongside climate change mitigation as the second most important criterion defining a sustainable company. For young people, the most important criterion is monitoring and respecting human rights across a company’s entire supply and operational chain. Its importance is particularly emphasised among young women.

“The worsening unemployment situation is reflected in how sustainability is understood. Even young people now place greater emphasis on domestic employment than before. At the same time, the importance of human rights and climate change as sustainability criteria has decreased over the past two years,” says Kurjenoja, describing the shift.

However, there is a clear difference between attitudes and willingness to pay. A total of 73 per cent of Finns would like to favour shops that meet their corporate social responsibility in Finland, meaning companies that provide employment, invest and pay taxes in Finland. However, only 47 per cent are willing to pay a higher price for this.

“Consumers appreciate domestic employment and paying taxes, but this appreciation does not translate to the same extent into a willingness to pay. This contradiction is significant for the retail sector: a large share of retail costs is incurred in Finland, even when the product being sold was manufactured elsewhere,” Kurjenoja points out.

Product safety and consumer protection, on the other hand, can strengthen the position of domestic and European retail relative to Asian e-commerce. Seventy-nine per cent of Finns say they prefer domestic or European retailers due to product safety.

Sustainability is worth paying for – young people’s willingness to pay increases

Despite growing price sensitivity, 71 per cent of Finns say they are willing to pay more for sustainable and recyclable products, such as furniture or electronics. This proportion has barely changed since before the pandemic.

However, trends differ between age groups. Over the past two years, the willingness to pay for sustainable products has decreased slightly among people over the age of 35, but increased significantly among people under the age of 35. At the same time, price sensitivity among young people has also intensified.

“Two seemingly opposing trends are evident in young people’s spending habits. Price drives their purchasing decisions more strongly than before, but at the same time, their willingness to pay for sustainable products has grown. The results serve as a reminder that consumers may value different things in different buying situations,” Kurjenoja points out.

The market for new sustainable products and circular trade are interconnected: high-quality, long-lasting products create a foundation for a functioning secondary market, which in turn can lower the threshold for buying higher-priced new items. Just over 40 per cent of Finns say they have bought an expensive product new because they calculated they could resell it later.

A third of Finnish adults frequently buy pre-owned goods from second-hand shops, flea markets or online marketplaces. For people under 35, the figure is 58 per cent.

For further information, please contact: Jaana Kurjenoja, Chief Economist, Finnish Commerce Federation, tel. +358 (0)40 820 5378
jaana.kurjenoja(at)kauppa.fi

About the study:

The Finnish Commerce Federation has now investigated Finns’ attitudes towards sustainability for the fifth time. The 2026 domestic attitude survey consists of two sections. The first is based on a consumer study designed by Jaana Kurjenoja, and the second was carried out in cooperation with the University of Jyväskylä as part of the METAyCX research project funded by Business Finland. The sample for the data collection, carried out by Kantar Finland, comprised 4,095 adults in mainland Finland.

The international comparison of the survey is based on Statista consumer surveys in Finland, Germany, the United Kingdom and Sweden.