The “Tuhat suomalaista” (“A Thousand Finns”) study, published in February 2025, provides an overview of Finns’ attitudes towards responsibility, environmental issues, and purchasing decisions. Conducted by Iro Research, part of the study surveyed citizens’ opinions on how responsibility influences consumption habits, fears related to climate change, and the role of responsibility in societal discussions.
Responsibility in Purchasing Decisions
The study explored how responsibility impacts consumers’ purchasing decisions, particularly concerning price. 62% of respondents said they would choose a responsible product if its price were the same or nearly the same as a non-responsible one. Additionally, 17% reported always choosing a responsible product regardless of the cost. Women stood out in this regard: 21% of women and 12% of men stated they always buy responsible products. The results indicate that many Finns value products whose responsibility can be verified.
A small portion of respondents (12%) stated they always choose the cheapest product, with no consideration for responsibility in their purchasing decision.
Climate Change and Fears for the Future
Many Finns are concerned about the destruction of their living environment. According to the study, over half of respondents expressed fears about climate change and biodiversity loss. Rising food prices, climate disasters, and the decline of biodiversity were among the key concerns.
The study also identified a group of individuals who are not worried about environmental destruction at all. Their reasoning included skepticism about the severity of climate change, trust in humanity’s ability to adapt, belief in nature’s self-healing power, and the idea that God’s will ensures the preservation of the Earth.
Challenges in Discussions on Responsibility
Among young people aged 18–24, 59% had either avoided discussions or engaged in debates regarding the number of genders and the associated topics of sexual and identity politics. Overall, 35% of respondents found this topic challenging to discuss.
The second most avoided or debated topic was the climate crisis and the negative effects of global warming (29%).
Who carries the responsibility?
The study also examined who should be responsible for ensuring the responsibility of consumer products. Based on the research, most Finns believe that companies and lawmakers should bear the primary responsibility.
- 36% of respondents said businesses should be primarily responsible.
- 25% emphasized the responsibility of Finnish legislators.
- 22% believed that EU lawmakers should take the lead.
For more information:
Tiina Saukko,
+358405095909
tiina@infine.fi
Source: Iro Research, “Tuhat suomalaista” – research, February 2025