The Bystander settles for little and plays by the rules, viewing everything new and unusual with suspicion.

Phenomenon: Resistance to change
Security is nowadays sought in a steady life, and any kind of change is irritating and intimidating. Personal empowerment is viewed as minimal and any public expression of opinions is muted. The reflex response is to slam on the brakes.

The largest
individual group
at 25.3 %
64 %
are men
29 %
live in families
90.5 %
“In daily choices I go for the cheapest option”
91.5 %
“Normally I don’t buy a new product before the old one is broken or worn out.”
Using social media
less than average

Explosive growth in the proportion of bystanders is the most dramatic change in the consumer market. The social climate and increased uncertainty in particular have turned Caretakers into Bystanders. More men have noticeably joined this group.

The proportion of Bystanders has grown in the urban areas of southern Finland, even though it was previously best represented in rural localities.

The group is increasingly reserved on questions of responsibility.

Disempowerment. Belief in personal influence has further declined in this group. The world is considered to be in a bad way and an air of resignation is spreading.

Responsibility is a source of irritation. Bystanders are swimming against the mainstream of other groups with respect to responsibility, viewing responsible consumption as difficult and costly. Thinking about responsibility may be irritating when other aspects of life are already difficult.

Slow internalisation. Bystanders are slow to adopt new customs through experimentation. There is a high threshold for trying anything new, but encouraging experiences of developments like online shopping can generate enthusiasm.

Sensitivity to influences. This group is particularly sensitive to shifts in public attitude. It may be moving this way at the moment, but be blown in an entirely different direction by new winds tomorrow. Bystanders are particularly influenced by local values

Local character. There is increasing enthusiasm for supporting local products, with special interest shown in concrete measures that affect the immediate environment.

Is the price of a product or service appropriate?

Is the product or service a sensible choice that works in everyday life?

Will it serve familiarity and security?

Was something even better done before?