The Informed Consumer study conducted by Finnish design agency Kuudes Kerros in partnership with Curiosity Shop and professor Arto O. Salonen has revealed that the meaning of responsible consumption have changed. New responsible consumption no longer means sacrifice, it’s about contributing to one’s own happiness. Ethical choices are made in order to find inner balance, not as a response to external pressure. This is good news for business as well – consumers are willing to invest in happiness much more than making up for a guilty conscience. More updates coming soon!