the future of stuff?
What was done
In 2016, Alice Labs worked with 4 global brands to understand consumers’ changing relationship to physical goods.
As part of the Stuff in Flux project, Alice Labs also collaborated with SITRA, the Finnish Innovation Fund, to produce a sustainability specific publication on the study findings.
The work involved studying consumers in three continents by using multiple methods:
- Qualitative exploration, consisting of in-depth interviews and hack fests
- Quantitative exploration, consisting of a seven-market study
- Collaborative work, consisting of two workshops with key individuals from the participating companies
Amongst consumers, fast consumption is increasingly seen as old-school or “passé,” particularly among the leading-edge consumers. The desire to acquire items as trophies of economic success gives way to a desire to possess items that tell a story about one’s personal knowledge, experience and acquired skills.
The impact of the work has been wide ranging; from input to strategy processes, to informing new sustainable sub-brand positioning, to providing inspiration for new circular service development. The open-source version of the project is used across the globe in sustainable innovation circles.