More and more young people in Finland, especially teenage girls and young women, want to buy ethically and sustainably produced products and services. Although enjoyment and brand recognition are currently more dominant criteria in young people’s decision-making than in adults decisions, in the future this age group will increasingly make their purchasing decisions based on ethical and environmental considerations.
‘Buy Finnish’ has been the core message of the Association for Finnish Work for over a century. The idea is that preferring Finnish products and services creates more jobs in Finland. It is based on input-output research calculations about how services or products produced in Finland affect national economy and employment. The content of the message has not changed over time, but one might ask, if it is still relevant and accurate.
Companies operating in Finland buy about 190 billion Euros worth of products and services annually. A little over 70 percent of the products and services are Finnish. More than 80 percent of Finns feel that companies should mainly buy Finnish products and services. If the degree of domestic content of purchases made by companies were to rise by one percent, it would mean an increase of up to 1.9 billion Euros in Finnish purchases.
Finns are most inspired by nature when decorating their homes, according to a survey commissioned by the Association for Finnish Work. Recycling of materials also provides inspiration, especially for female decorators. Nature is also the inspiration behind the Association for Finnish Work’s KOTI – The Mindscape of the Finnish Home exhibit at the Habitare expo, which has been executed in collaboration with the Association’s member companies.
The Made by Finland campaign, shared between the Association for Finnish Work, its members and partner organizations, calls for all Finns to discuss their own work and to share their stories of Finnish work. The campaign will be launched with an emotional campaign film directed by Klaus Härö.
Starting this Wednesday, the unprecedented KOTI exhibit space comprising a total of 360 square metres will be on display at the Habitare Trade Fair. The KOTI concept, developed by the Association for Finnish Work, shows the versatility of Finnish know-how. The stand has been built and decorated with products from 74 Finnish businesses.