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Selected insights on target audience: Flexitarians in Finland

• 36% of flexitarians have a low annual household income
• Social justice has more importance to flexitarians than to the average consumer
• 37% of flexitarians are in the early majority of innovation adopter types
• A relatively high share of flexitarians think that climate change is an issue that needs to be addressed
• 54% of flexitarians remember seeing ads on social media

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Finland
• Gender of consumers in Finland
• Level of education in Finland
• Share of consumers in Finland in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Finland live
• Communities where consumers live in Finland
• Accommodation type and home ownership in Finland
• LGBTQ+ status of consumers in Finland

• Most important aspects of life for consumers in Finland
• Top 10 interests of flexitarians in Finland
• Top 10 hobbies and leisure activities of flexitarians in Finland
• Top 10 sports activities of flexitarians in Finland
• Top 10 sports followed by flexitarians in Finland
• Pets living with flexitarians in Finland

• Agreement with statements in Finland
• The 10 most important issues facing Finland according to flexitarians
• Political attitudes of consumers in Finland
• Innovation adopter types based on statements towards innovation by consumers in Finland
• Economic situation in Finland as percieved by flexitarians
• Perceived personal economic situation of flexitarians
• Agreement with statements regarding economic concerns of flexitarians

• Type of media consumers in Finland have been using in the past 4 weeks
• Top 10 social networks used by flexitarians
• Top 10 channels where flexitarians in Finland remember coming across digital advertising
• Places where consumers in Finland have come across non-digital advertising in the past 4 weeks