The Uncompromising enjoy things of beauty that have been made with care. Less is more in their lives.

Phenomenon: New quality
The Uncompromising formerly sought to simplify their choices on the understanding that price was a guide to quality, but they have suffered disappointment and no longer believe that high prices even signify better raw materials. Quality also no longer merely means a product that has been carefully designed and manufactured. Ethical considerations are also now associated with the concept.

Demographic
66 %
are over 50
The highest income
of any group
75 %
are homeowners
Behavior
82.2 %
“I mostly buy exactly what I want and don’t let others influence me”
33 %
buy interior products at Stockmann
84.2 %
“I try to favor local products”

This group has made a surprising leap with respect to responsibility, and is now ready to compromise its own comfort for the sake of values.
Some priorities have been reassigned and the Uncompromising are no longer making choices based on merely superficial considerations.
There are now more women in this group, which remains the one with the highest income.
Ethical quality. The group is increasingly critical, with greater awareness and less susceptibility to greenwashing. Luxury products no longer necessarily deliver quality, and their premium appeal is lost if they fail to meet requirements.
Influencing – especially via social media in matters of personal significance. The Uncompromising are now seeking information on products and also sharing it with others. They are challenging brands, defending the weaker party and marketing what they find. The group has found its voice – possibly in reaction to changes in popular attitudes.
Relevance. A clear diary is the greatest luxury, and time should not be wasted on irrelevancies. The Uncompromising seek to focus on things that matter, and they are not afraid to tackle projects of personal importance.
Health and personal expertise. Health has become much more important, but it is also being questioned. Authorities are no longer absolute and nutrition is increasingly important.
Sustainable products. A 15 year-old bookcase or a sofa that has been reupholstered three times is a big hit at home. Similar durability is expected in everything, and even the short lifespan of electronics or clothing is a source of irritation.
Are quality criteria met in terms of aesthetics, ingredients and manufacturing?
Is the product or service ecologically and ethically sound?
Does the information travel through expert networks?
Does it support a lifestyle where less is more?