Social Media causes unnecessary consumption among youth

Press release

Many people aged 18-30 buy sustainably to showcase it on social media. At the same time, many in the same age group report that influencers on various platforms cause them to consume unnecessarily. For the younger generation, one of the most important drivers for more sustainable consumption is to strengthen their self-image. This is shown in Stena Recycling’s new report, Circular Voice.

There is no doubt that consumers consider themselves environmentally conscious. Only ten percent of respondents say they do not care about making sustainable and environmentally friendly choices. In the youngest age group, between 18 and 30 years, the figure is even lower. In Sweden and Finland, it is as low as five percent.

A blonde woman in an orange shirt rests her chin on her hand, looking upward thoughtfully against a dark blue background.

To motivate the younger target group to make these sustainable and environmentally friendly choices in store shelves or online, there are several factors for both companies and organizations to consider:48 percent of Finns say that a strengthened self-image is an important driver for sustainable consumption
29 percent in Poland get information and inspiration about sustainable and environmentally friendly alternatives through social media
One in four in Poland states that it is important that their choices make other people’s perception of them more positive.
23 percent of Danes consume more sustainably to be able to show it on social media
23 percent of Swedes say that influencers drive them to more unnecessary spontaneous purchases

For most respondents in the survey, price and lack of belief in how sustainable the product really is are the highest barriers to choosing a more environmentally friendly and sustainable alternative. 52 percent say it is too expensive. 33 percent do not trust that the product or service is really more sustainable.

“That social media is important for the younger target group is perhaps not so surprising, but that so many of those between 18 and 30 years choose green alternatives to be able to showcase it on social platforms stands out. The price tag is of course important for almost all consumers. Here it is important to find ways to convey messages that can disprove the perception that green is always more expensive. For companies, a transition to a circular economy is often both more resource- and cost-efficient,”

says Gisela Lindstrand, Head of Sustainability, Brand & Communications at Stena Metall.

About Stena Recycling

Stena Recycling is a leading recycling company and a full-service partner for developing sustainable circular solutions for all types of businesses. With dedicated employees and extensive facilities across seven countries, we create long-term solutions every day for both our customers and society as a whole. By keeping resources in circulation, Stena Recycling plays an important and central role in the transition to a circular economy.

About the Survey

5,000 consumers aged 18-65 in Sweden, Norway, Denmark, Finland, and Poland participated in the survey conducted by Ipsos in May 2024.

What is important to you when choosing products and services presented as more sustainable and environmentally friendly?

	Total	DK	NO	PL	SE	FI
That what I buy maintains the same quality as other alternatives	36%	36%	46%	33%	40%	24%
That others’ perception of me becomes more positive	9%	8%	5%	21%	8%	6%
That my self-image is strengthened by doing something good for the environment	27%	15%	10%	46%	19%	45%
That the choice I make contributes to a healthier planet	51%	50%	50%	53%	55%	45%
That the choice I make positively impacts social sustainability in the manufacturing process	35%	33%	34%	41%	39%	27%
Other reason	2%	3%	3%	1%	1%	2%
I don’t care about making sustainable or environmentally friendly choices	10%	10%	12%	7%	9%	11%
Unsure/don’t know	8%	9%	8%	8%	6%	8%

What is important to you when choosing products and services presented as more sustainable and environmentally friendly?

	18–30 years DK	18–30 years NO	18–30 years PL	18–30 years SE	18–30 years FI
That what I buy maintains the same quality as other alternatives	37%	49%	35%	38%	27%
That others’ perception of me becomes more positive	15%	7%	25%	12%	12%
That my self-image is strengthened by doing something good for the environment	22%	16%	38%	22%	48%
That the choice I make contributes to a healthier planet	46%	52%	47%	52%	44%
That the choice I make positively impacts social sustainability in the manufacturing process	38%	38%	38%	42%	25%
Other reason	4%	2%	1%	3%	2%
I don’t care about making sustainable or environmentally friendly choices	8%	6%	9%	5%	5%
Unsure/don’t know	8%	8%	8%	5%	8%

Do social media and influencers affect your consumption habits in any way?

	Total	DK	NO	PL	SE	FI
I get information and inspiration on social media about sustainable/environmentally friendly alternatives to products and services I already use	16%	13%	13%	20%	17%	19%
I consume more sustainably (e.g., through second-hand or sustainable/environmentally friendly alternatives) to showcase it on social media	12%	9%	7%	15%	15%	14%
Influencers inspire me to shop more second-hand	10%	10%	10%	9%	11%	13%
Influencers drive me to make more unnecessary spontaneous purchases	11%	9%	12%	9%	13%	11%
Influencers inspire me to consume fewer goods and services	8%	7%	6%	8%	7%	11%
Social media is a source of information and makes me more aware of my environmental impact – but I haven’t changed anything yet	12%	11%	10%	14%	12%	14%
I am not influenced by social media	48%	53%	52%	44%	47%	42%
Other reason	2%	2%	2%	1%	2%	2%
Unsure/don’t know	9%	8%	10%	11%	7%	7%

Do social media and influencers affect your consumption habits in any way?

	18–30 years DK	18–30 years NO	18–30 years PL	18–30 years SE	18–30 years FI
I get information and inspiration on social media about sustainable/environmentally friendly alternatives to products and services I already use	23%	19%	29%	27%	25%
I consume more sustainably (e.g., through second-hand or sustainable/environmentally friendly alternatives) to showcase it on social media	23%	11%	16%	19%	19%
Influencers inspire me to shop more second-hand	18%	23%	12%	19%	19%
Influencers drive me to make more unnecessary spontaneous purchases	19%	22%	13%	23%	20%
Influencers inspire me to consume fewer goods and services	14%	9%	10%	10%	15%
Social media is a source of information and makes me more aware of my environmental impact – but I haven’t changed anything yet	18%	15%	21%	16%	17%
I am not influenced by social media	29%	32%	30%	29%	18%
Other reason	2%	2%	1%	2%	2%
Unsure/don’t know	8%	8%	9%	6%	7%

What, if anything, can prevent you from choosing more sustainable and environmentally friendly alternatives?

	Total	DK	NO	PL	SE	FI
It is too expensive	52%	53%	58%	47%	56%	47%
It is too difficult to find out which products and services are sustainable	33%	34%	30%	41%	24%	37%
I do not trust that the product or service is sustainable/environmentally friendly	33%	30%	36%	38%	31%	28%
I do not believe I can make a difference anyway	17%	13%	16%	25%	14%	16%
I believe I can make a difference but do not think it is my responsibility	10%	9%	7%	12%	9%	11%
If no one sees or knows, I do not care about choosing the more sustainable option	7%	6%	5%	9%	6%	8%
Other reason	2%	3%	2%	1%	1%	2%
Not applicable, I always choose the more sustainable option	5%	5%	4%	3%	6%	7%
Unsure/don’t know	8%	8%	9%	11%	7%	6%

What, if anything, can prevent you from choosing more sustainable and environmentally friendly alternatives?

	18–30 years DK	18–30 years NO	18–30 years PL	18–30 years SE	18–30 years FI
It is too expensive	60%	59%	53%	52%	42%
It is too difficult to find out which products and services are sustainable	34%	33%	42%	28%	35%
I do not trust that the product or service is sustainable/environmentally friendly	32%	30%	43%	29%	26%
I do not believe I can make a difference anyway	14%	15%	29%	14%	19%
I believe I can make a difference but do not think it is my responsibility	15%	12%	10%	10%	16%
If no one sees or knows, I do not care about choosing the more sustainable option	12%	9%	9%	9%	10%
Other reason	1%	3%	0%	3%	2%
Not applicable, I always choose the more sustainable option	3%	3%	5%	7%	4%
Unsure/don’t know	4%	6%	7%	6%	6%