The Smart have found their way to enjoy consumption without getting overwhelmed. They take pleasure in finding ways to create a smart, enjoyable and aesthetic lifestyle, and are very happy with their frugal life.

Demographic
45 %
live in rental apartments
37 %
live alone
12 %
earn less than 100 000 SEK/year
Behaviour
53 %
say that a fair price is essential
70 %
buy used goods with a low price rather than new
43 %
appreciate easiness in cooking

Reasonable rather than responsible. The Smart think that influencing the big picture is hard and don’t want to be seen to take the initiative. They prioritise price and don’t buy certain things, such as organic food. However, The Smart think that one should consume rationally, recycle and avoid food waste. They have a pragmatic approach.
Traditions and steadfastnessThe Smart are traditional in their daily lives. They follow national nutritional guidelines and cook familiar, easy and affordable dishes. Their hobbies are traditional, close to nature and inexpensive. Family is also very important for The Smart and it’s the only community they need.
Happiness in the small things. The Smart are one of the groups that feel the happiest and actively do things to improve their mental health. They enjoy small everyday experiences. They are open-minded, get enthusiastic about new things and are empathetic towards people with different backgrounds.
Deal hunting and pragmatic shopping. The Smart are innovative consumers who are ready to save money to be able to buy what they want. They enjoy shopping but they are extremely careful when they make purchase decisions. They visit stores many times, make comparisons online and wait for the sales. They feel in control.
Price conscious. The Smart make all their consumption decisions based on price and they are the most price-oriented of all the groups. They think that being thrifty is a wise way of consuming and living. They get kicks from saving money and being “reasonable” consumers.

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