Food concepts built on Nordic values

March 8, 2018

How can we use the Nordic set of values to create internationally acclaimed challenger brands?


Nordic Food Branding 2018, organised by brand design agency Kuudes, brings together renowned names in the food and beverage industry in Stockholm today 8 March 2018.

We heard thought-provoking presentations on industry disruptions, predictions on the global growth potential of Nordic brands, and expert views on the importance of consumer insights.

Event speakers:
Maija Itkonen, Gold&Green
Ben Moore, Hunter Gatherer
Inger Myresten, Arla Foods

Welcome to tailor your own Trend safari in Stockholm!

June 9, 2017

In our Trend safari format, we will guide our clients on an inspirational tour in Stockholm to see recent trends and concepts relevant to their field of business.

All Trend safaris are custom made based on the clients needs and wishes, and based on our consumer insights we will create a tour that is relevant to their target group and/or product offering.

Thanks to our deep understanding of Swedish consumers and knowing that Stockholm is ahead of many other cities on picking up trends, we believe this is a good place to start any project.

Call us and schedule a Trend safari for your business!


Finland vs Sweden – Breakfast Event

May 15, 2017

During our Informed Consumer studies, we have noticed that even though there are certain differences between Finnish and Swedish consumption patterns, many of the trends that are seen in Sweden will eventually also appear in Finland.

We are happy to share the findings of the Swedish study and delighted to invite you to our breakfast event at the Helsinki City Museum (Aleksanterinkatu 16) on June 8th 8.30–11.00 a.m.
The program starts at 9.00 a.m.

Registration before June 1st to
The seats are limited!

Presentation language: Finnish


Our Swedish consumer research launch yesterday was a success!

February 15, 2017


Yesterday morning 14/2 we gathered at the beautiful Fotografiska in Stockholm for our The Informed Consumer study launch. It was a full house and the breakfast was perceived successful with two guest speakers, Pär Lager and Tytti-Lotta Ojala, and of course the presentation of our findings from the consumer trend research by the Kuudes team. Thanks also to all the guests!

You can read more about both the Swedish and the Finnish study and their findings on this website, where they are presented in a visual manner with photographs from consumers’ homes. Don’t hesitate to contact us if you want to hear more!

The Kuudes team

Breakfast Event: Launch of Consumer Trends Insight, 14/2/2017 in Stockholm

January 16, 2017


Discover the trends that transform the way we live and consume

Are you interested in the key global trends that are shaping consumers’ lives, and the values and attitudes that drive the everyday consumption choices of Swedish consumers?

We warmly welcome you to our breakfast event where we will release the findings from our unique insight study into Swedish consumers.

Event: The Informed Consumer study release
Time: 8:30-11:00, February 14th
Place: Fotografiska, Stockholm

8:15   Breakfast is served
8:40   Welcome – Annika Mesimäki, Managing Director, Kuudes Stockholm
8:45   The opposite may also be true – the importance of an open mind, innovation and change – Pär Lager, Chairman of the Board & Advisor
9:05   Brand-led innovation – how to use consumer insights to ensure future success – Tytti-Lotta Ojala, Head of Consumer Design, Arla Global Innovation & Marketing
9:25   Release of the Informed Consumer Study – Saara Järvinen, Insight Specialist and Designer, Kuudes Stockholm & Erika Tanos, Innovation Anthropologist, Founder and CEO, Curiosity Shop AB
10:15   Panel discussion with Pär Lager & Tytti-Lotta Ojala
10:30   Mingle with guests and meet the Kuudes team
11:00   Thank you and until next time!

Seats are limited.

Please reserve your place by Monday 6.2. at the latest. We look forward to seeing you at Fotografiska!
Reserve a place now

– The Kuudes team

Vastuullinen kuluttaminen puhuttaa – Our research in the media

November 2, 2016


Vastuullisuus on ajankohtaisempaa kuin koskaan! Tiedostava Kuluttaja -tutkimuksemme uusin päivitys nosti jälleen kulutusvalinnat puheenaiheeksi lehdissä, radiossa, verkkojulkaisuissa ja TV:ssä. Alkukesän aamiaisseminaarimme sekä syyskuisen Helsinki Design Week -vierailumme jälkeen Tiedostava Kuluttaja onkin näkynyt ja kuulunut laajalti eri medioissa.

Our research The Informed Consumer has gotten a lot of attention throughout the media due to both our breakfast seminar in June and our exhibition during Helsinki Design Week in September.

Helsingin Sanomat 2.6.2016
Kysely: Suomalaiset kuluttajat jakautuvat kahtia – joka neljäs ei usko, että valinnoilla voi vaikuttaa

Yle uutiset 2.6.2016
Selvitys: Joka neljäs epäilee, että eettisillä ostospäätöksillä olisi merkitystä

Markkinointi & Mainonta 20.9.2016
Suomalaiset kuluttajat passivoituvat – voiko tässä olla markkinarako brändeille?

Markkinointi & Mainonta 20.9.2016
Digitoimiston tutkimus on työkalu – “Emme voi jäädä vanhan tiedon varaan”

Myynti ja markkinointi 20.6.2016
Kestävä kehitys kiinnostaa modernia kuluttajaa

Helsingin Ekonomit -lehti 6/2016
Kuluttamisen vastuullisuudesta merkityksellisyyteen

Design Forum Finland 13.10.2016
Miten tehdä designia, joka liikuttaa massoja?

2.6.2016 YLE:n Ykkösaamu
2.6.2016 YLE Puheen iltapäivä
2.6.2016 YLE Radio Suomi
2.6.2016 Radio Vega Radiohuset

2.6.2016 TV-Nytt

Vierailemme Luomuelintarvikepäivillä!

October 5, 2016

Tiedostava Kuluttaja -tiimimme vierailee 6.10.2016 Luomuelintarvikepäivillä Vanhalla Ylioppilastalolla. Esityksestämme selviää, kuinka luomuleipä pelastetaan ja millä eväillä menestyskonsepti leivotaan. Lisäksi meillä on tapahtumassa neljää suomalaista luomukuluttajaprofiilia konkretisoiva näyttely. Vielä on aikaa ilmoittautua mukaan, ohjelmassa paljon muitakin kiinnostavia puheenvuoroja luomuun liittyen!

Ilmoittaudu ja katso ohjelma Luomuelintarvikepäivien sivulla

Esityksemme on suomeksi.

You still have time to visit The Informed Consumer Exhibition!

September 6, 2016

Kuudes_Kerros_Tiedostava_kuluttaja_avajaiset4.pngThe exhibition was set up and opened yesterday with a great party.

This week the exhibition at Kaapelitehdas is open as follows:
WED 7th of September at 11 a.m. to 8 p.m.
THU 8th of September at 11 a.m. to 7 p.m.
There will be a presentation of the research results on Wednesday at 5 p.m. – 6 p.m. The exhibition is in English, but the presentation is in Finnish.
Do stop by and discover the interesting consumer habits that concern both yourself and your target groups! Our research team will be present during the opening hours, and we are very interested in discussing with you how the research results can be applied to your business.

Location: Turbiinisali, Kaapelitehdas (Tallberginkatu 1, 00180 Helsinki)

See you there!

Read more about the exhibition on the Facebook event



The Informed Consumer Exhibition goes Helsinki Design Week

August 15, 2016

The exhibition lets the visitor dive into the world of different consumer groups by photographs and installations. The event is part of the Helsinki Design Week programme. The biggest design festival in the Nordic countries, Helsinki Design Week, is organised from the 1st to the 11th of September 2016. This is a great opportunity to learn about yourself as well as your target group. Welcome to get inspired!

The opening party with a presentation of the research results will be held on Monday 5th of September from 5 p.m. to 8 p.m. You can sign up by e-mailing:

Opening hours:
(TUE 6th of September closed)
WED 7th of September 11 a.m. – 8 p.m.
THU 8th of September 11 a.m. – 7 p.m.
The researchers are present on both days, and on Wednesday there will be a presentation of the research results at 5 p.m. – 6 p.m.

Location: Turbiinisali, Kaapelitehdas (Tallberginkatu 1, 00180 Helsinki)

The Exhibition is in English, but the presentations will be in Finnish.
Read more about the exhibition on the Facebook event


Study released!

June 1, 2016

The meaning of responsible consumption have changed and left consumers divided.

The Informed Consumer study conducted by design agency Kuudes Kerros and professor Arto O. Salonen has revealed that consumers have been dividing into two clear groups. On the one hand, the majority of consumers have faith in their ability to make a positive change and believe that sustainable consumption is easier than ever, but on the other hand, a growing number of insecure consumers have become even more cautious as a result of the declining economic situation.

Finnish consumers have stopped sacrificing, instead they’re investing in happiness.

New responsible consumption no longer means sacrifice, it’s about contributing to one’s own happiness. Ethical choices are made in order to find inner balance, not as a response to external pressure.

This is good news for business as well – consumers are willing to invest in happiness much more than making up for a guilty conscience.

Here is an example from a research team member, “feeling meaningful is about having a role in a bigger entity than yourself: when I buy a Fair Trade product I know my actions have an influence all the way to the farm. And feeling meaningful is much more important now than all those experiences I could buy with money saved by buying cheaper products.”

An in-depth and broad study on consumption motives

The latest update from the study published in 2014 has been released on 2 June 2016.

The research consisted of a nationwide quantitative study (1023 persons), refined with nine in-depth qualitative interviews and scenario methods that help to define future developments. The study provides concrete information on the values, attitudes, criteria and information sources that guide informed consumption. The consumers were divided into eight groups: The dreamer, The bystander, The caretaker, The ambitious, The autocrat, The uncompromising, The devoted and The curious.

Kuudes Kerros is currently starting a similar in-depth research project in Sweden.
The results will be published early in 2017.