Responsibility is the key criterion for the Devoted. Their happiness requires choices that are in harmony with their internal values.

Phenomenon: Steadfastness
Steadfastness comes from living according to your own values, close communities and an intimate relationship with the environment.

68 %
are women
80 %
live in households of 1-2
31 %
are over 60
The highest
education of
all groups
7 %
are active on Twitter
87.4 %
“I worry about the state of the world and this affects what I consume.”

The Devoted have stuck to their own path with no major deviations, while gaining new, younger adherents.
The group is nevertheless more critical nowadays – for example localism is no longer an adequate guarantee of responsibility.
Awareness of options and appreciation of diversity are on the rise. Autonomy is still increasing in this group with choices becoming more individual.
Emotional balance. Individuals are remaining attentive to their inner feelings and seeking to make time for living. Diet and its emotional impact are also considered. Haste and its accompanying side-effects, such as indiscriminate consumption and self-rewarding, are viewed as undesirable.
Medicinal properties of food. A large part of the budget is invested in food, with a view to bringing food into harmony with the changing seasons and its origins. “The simple aim with regard to food is to eliminate all processing.”
Meaningful enjoyment – good restaurants and intoxicant-free celebrations. Thrift plays a key role in daily consumption to enable investment in experiences.
Preference for local products is on the wane. The Devoted no longer feel that products represent better quality or responsibility simply because they are local.
Communities. The Devoted seek to establish local communities that root them to their home locations.
Is the product or service ecologically or ethically viable?
Is it transparent?

Does it convey significance – is there more to it than maximising profit?
Can it support a sense of community?