In this episode, we talk to Tom Tamlander, a research scientist at VTT (Technical Research Centre of Finland), about how consumer behavior drives sustainability transitions.

He explores key enablers and barriers—capability, opportunity, and motivation—that shape ‘readiness’ for change. Insights include sustainability attitudes across demographics, from eco-conscious ‘boomer women’ to younger families striving for greener habits.

We also discuss digital product labelling, sustainable health tech, and circular fashion, plus how tailored messaging can make sustainability mainstream.