ericsson.

com/
consumerlab

S(AI)fekeepers Less is
more digital

Smart Water

Unbroken
Connection

Natureverse

No rush
mobility
The Enerconomy
Climate Cheaters

New working
climate

Cost Cutters

Life in a Climate-
Impacted Future
10 Hot Consumer Trends

Ericsson ConsumerLab
March 2023
2 Ericsson | 10 Hot Consumer Trends
10 Hot Consumer Trends
Life in a Climate-Impacted Future
1. Cost cutters
Digital services will help
consumers control food, energy
and travel costs in a world facing
an unstable climate situation.
2. Unbroken
connections
Reliable and resilient internet
connection will become more
important with increasing occur-
rences of extreme weather events.
3. No-rush mobility
Strict time schedules may
become a thing of the past as
climate regulations and energy
efficiency change the meaning
of everyday flexibility.
4. S(AI)fe keepers
AI will power services that protect
consumers during increasingly un-
predictable and unstable weather.
5. New working climate
Corporate carbon footprint
constraints, rising costs and ac-
celerated digitalization will shape
work routines of the future.
6. Smart water
Consumers anticipate smarter
water services to conserve and
reuse water due to the possibility
of freshwater scarcity.
7. The enerconomy
Digital energy-sharing services
may alleviate the burden of rising
energy costs in the 2030s.
8. Less is more digital
Digital product replacements
may become status markers
as physical overconsumption
may become expensive and
socially unacceptable.
9. Natureverse
Experiencing nature in urban
areas without traveling could be
standard in the 2030s, in the face
of continued climate change and
potential travel limitations.
10. Climate cheaters
Consumers believe they will find
ways to bypass inconveniences
or higher prices due to stricter
environmental restrictions or
rationing of energy and water.
3 Ericsson | 10 Hot Consumer Trends

Contents
Methodology............................................................................................4
Climate change impacting consumers............................................4
Using connected services to adapt..................................................5
10 Hot Consumer Trends.....................................................................6
Cost cutters........................................................................................6
Unbroken connections...................................................................7
No-rush mobility..............................................................................8
S(AI)fe keepers.................................................................................9
New working climate...................................................................10
Smart water.....................................................................................11
The enerconomy............................................................................12
Less is more digital.......................................................................13
Natureverse....................................................................................14
Climate cheaters............................................................................15
About climate change........................................................................16
About Consumer and IndustryLab................................................16
4 Ericsson | 10 Hot Consumer Trends

Methodology
This report presents insights from Ericsson’s long-standing
consumer trends program, now in its 12th year. The
quantitative results referred to in the report are based
on an online survey of residents in Bangkok, Berlin,
Brussels, Cairo, Dallas Fort Worth, Delhi, Jakarta, Johan-
nesburg, Kuala Lumpur, Lisbon, London, Madrid, Mexico
City, Miami, Milan, Munich, New York, Oslo, Rome, San
Francisco, São Paulo, Shanghai, Singapore, Stockholm,
Sydney, Taipei, Tokyo, Toronto, Vancouver, and Zürich.
The survey was carried out in November 2022.
The sample consists of at least 500 respondents aged
15–69 from each city (15,145 respondents in total),
who are either currently regular users of augmented
reality (AR), virtual reality (VR) or virtual assistants, or
intend to use these technologies in the near future. The
respondents were asked to imagine living in a warmer
2030s world and then evaluated 120 digital service ideas
across 15 areas, ranging from climate related mitigation
efforts in everyday life to ways to handle dire weather
events. From their answers, ten trends were created.
The respondents represent 75 million citizens out of
325 million living in the metropolitan areas surveyed,
which is only a small fraction of consumers globally.
However, we believe their early adopter profile makes
these individuals important when exploring how con-
sumers might use information and communications
technology for daily life in this 2030s climate scenario.

Oslo
Stockholm
Berlin
Vancouver London Brussels
Toronto
Munich Zurich
New York Lisbon Milan
San Francisco Rome Shanghai Tokyo
Dallas Fort Worth Madrid
Delhi
Mexico City Miami Cairo
Taipei

Bangkok
Singapore Kuala Lumpur

Jakarta

Johannesburg
São Paulo
Sydney

Climate change
impacting consumers
Cyber-physical systems. Connected automated homes.
Personal Artificial Intelligence assistants. Merged reality
experiences with lightweight devices that are unnoticeable
when worn. These could all be everyday connected experi-
ences for everyday lives in the next decade. But, as rapidly
as technology progresses, consumers will also see intensified
impacts of another development – climate change.
5 Ericsson | 10 Hot Consumer Trends
Using connected services to adapt
Whereas technical, environmental, and societal change
could unfold quickly in the next decade, daily lifestyles
and needs generally develop at a more gradual pace.
Consumers will still go to work or school, care for friends
and family, have some fun and try to make wages last
until the end of the month. Yet a warmer world may
bring systemic change on a global scale in everything
from food production to energy supply, leading to new
challenges for societies. Today, connected digital tools
help us handle countless daily chores and obstacles,
but how will these services evolve going forward?
We asked 15,145 urban early adopters of AR, VR and
digital assistants aged 15-69 in 30 major cities around
the globe to imagine living in a warmer 2030s world. For
this future scenario, we then asked them to evaluate 15
digital service concept areas ranging from climate-related
adaptation efforts for everyday life to ways to handle dire
weather events. The respondents represent 75 million
citizens out of 325 million living in the metropolitan areas
surveyed, which is only a small fraction of consumers
globally. However, we believe their early adopter profile
makes these individuals important when exploring how
consumers might use information and communications
technology for daily life in this 2030s climate scenario.
It should come as no surprise that tech-savvy consumers
regard the internet and continued digitalization as crucial
for coping with everyday life in a less stable climate. In
fact, 59% of urban early adopters say future technological
innovations will be crucial in solving many of the challenges
posed by climate change. To put this in perspective, 8 in
10 early urban adopters believe there will be 1.5°C or more
global warming in the 2030s, and 54% expect global warm-
ing to have a direct negative effect on their own daily life.
This means using technology to adapt to climate impact in
daily life makes sense for them, and as many as 99 percent
personally want to use at least one of the services that helps
them adapt to everyday climate change effects in the report.
The main driving force for early adopters to use these de-
veloping services is to keep rising costs in check or maintain
personal lifestyle habits. However, once consumers meet
these goals, doing what is best for the environment is the
next strongest motivator. This indicates that, while climate
change is a real and deep worry for most consumers, their
concerns focus on immediate needs and personal economy.
It is also important to note that consumers predict future
trends based on their recent experiences. Consumers glob-
ally have recently been exposed to the Covid-19 pandemic,
extreme weather disasters and geopolitical conflicts, which
have contributed to increased inflation, energy shortages,
failing harvests and supply chain disruptions on an alarming
scale. This leads to worries about fundamental aspects of
personal economy and lifestyle, as reflected in their views
on technology in this report. Consumers expect and demand
more from service providers to help them save costs and
energy, feel safe, make smarter decisions, and enjoy digital
experiences in climate-friendly ways, starting today.
59%
Six in ten urban early adopters say future
technological innovations will be crucial in solving
many of the challenges posed by climate change.
6 Ericsson | 10 Hot Consumer Trends
Trend 1
Cost cutters
Consumers are becoming increasingly aware of how
much less their monthly budget can stretch in this current
financial situation. As societies witness the prices for daily
necessities increase, consumers must decide how to best
economize and bring immediate living costs down.
This situation will likely grow worse in a warmed-up 2030s
world with more frequent and severe weather events.
Research shows that climate change could lead to crop
failures, causing food shortages and a subsequent rise in the
cost of food. Similarly, the increased need for electrification
and renewable electricity, the growth of the global middle
class, and an expanding 8 billion world population are just
a few variables that could lead to greater energy demand
and potentially higher costs. Consumers certainly feel the
pressure as over 60 percent of urban early adopters voiced
their concern about a higher cost of living in the future.
Simultaneously, costs may also become an important guide
for consumers toward more sustainable consumption.
How will consumers cope with this situation in the 2030s?
The majority of urban early adopters believe that digital ser-
vices will provide resilient means to handle daily challenges.
Over 80 percent of urban early adopters believe that
personal electricity consumption monitors will be available
to help cut unnecessary household energy consumption.
Almost half of them would personally use these monitors
63%
More than 60 percent of urban
early adopters worry about higher
costs of living in the future.
in the 2030s to measure energy usage at home and get
alerted if appliances are left on. Likewise, 76 percent foresee
that owning electric cars will become cheaper as they will
be used as batteries to balance the local power grid.
When it comes to reducing food costs, 73 percent of
urban early adopters believe a connected recipe assistant
will be in use in the 2030s and 35 percent say they will
personally use it. They envision the assistant monitoring
food prices and suggesting cost-efficient yet nutritionally
balanced meals to cook daily. Around 76 percent think
AI-powered food price optimizers, which help them take
advantage of markdowns on soon-to-expire products in
grocery stores will be in use. Seven out of ten also say that
an app that notifies them when goods are discounted, due
to climate-related damage will be potentially helpful.
Urban early adopters predict consumers will find ways
to use technology to reduce travel and commuting
costs and support sustainable mobility. For example,
8 in 10 believe future commuter passes will give con-
sumers discounts if they change their route and mode
of transport to reduce carbon emissions. Similarly,
three-quarters believe an AI assistant will be in use to
help plan and select activities within walking distance,
to reduce energy consumption and thus reduce costs.
7 Ericsson | 10 Hot Consumer Trends
Trend 2
Unbroken connections
Consumers demand more than just running water, food,
shelter and electricity in a modern world – connectivity
is also seen as part of everyday life, which has proven
essential in previous disruptive events. As they experienced
in the pandemic, connectivity allows individuals to stay
in touch with family and friends and continue school and
work from home. More secure and reliable internet and
communications services make societies and enterprises
more resilient and are considered the second most
popular trend for the 2030s by urban early adopters.
But what if weather events impact connectivity
itself? In dangerous situations, access to cellular
connectivity and the internet is crucial for obtaining
information, getting help and contacting loved ones.
Urban early adopters hope to stay connected in a future
where storms, wildfires, flooding and heatwaves might
disrupt their usual contact with the outside world. Nearly 80
percent believe there will be smart signal locators that guide
people to locations with optimal coverage – even in areas
hit by floods, storms, fires or other calamities. 4 in 10 say
they would personally use such signal locators in the 2030s.
80%
Most urban early adopters think there will be
smart signal locators that show optimal coverage
areas during natural disasters in the 2030s.
Three in four believe mobile operators will offer resilient
subscription plans that continue to provide network connec-
tions in the event of extreme weather events. Nearly 4 in 10
would personally use such a subscription with an app that
can access any available connection or even satellite con-
nectivity when all other networks are down. Today, the latest
iPhones offer satellite emergency services, indicating the po-
tential for such services to become much more widespread.
According to most urban early adopters, future networks
could also help warn and prevent disasters thanks to
sensors in personal devices, cars and public infrastruc-
ture that collectively track climate events and provide
a crowdsourced warning system to nearby connected
users. Personal, local weather warnings that can help
avoid danger could also be part of subscriptions, resulting
in connectivity providers competing for the best local
weather forecasts in the 2030s. About a third say they
would like to sign up for such warning services and as many
would like a rescue service subscriptions, guaranteeing
timely pickup in the event of an unavoidable disaster.
8 Ericsson | 10 Hot Consumer Trends
Trend 3
No-rush mobility
If there is one machine that defines the industrial era
and the fossil economy, it is not the heavy steel mill or
even the car. It is the diminutive wristwatch, an invention
that launched the heavily time-synched work culture
and overall day-scheduled lifestyle that consumers
have lived in for the last 100 years. However, climate-re-
lated demands may usher in a completely different
society-organizing principle than synchronized time: the
availability of energy and its impact on physical mobility.
Seven in ten urban early adopters believe consumers
will have schedulers that plan daily activities based on
fluctuating energy costs rather than time efficiency – a
paradigm shift with the potential to change everything.
Everyday life depends on predictable mobility, such as
getting to school and work on time. But what if that would
change? As many as 4 in 10 say they will use connected
commuter passes that offer bonuses for off-peak energy
travel by the 2030s. Even more of them say they will use
an app that finds the best time to travel based on when
and where they can charge their car at the lowest cost. All
of these add flexibility to the rigidity of 9 to 5 life. When
energy-hour commuting replaces rush-hour traffic, that
hour will occur at different times of the day for different
people, distributing energy use away from peaks.
However, commuting is just one aspect. The rising tide of
mobility constraints could impact all consumer activities and
all locations. Three-quarters foresee a travel planner that
gets them to their destination in the most cost- and ener-
gy-efficient way rather than at a specific date or time. Even
micro-mobility and domestic events are set for fundamental
change. Around 65 percent expect consumers to use AI
planners that schedule activities based on the charge level
of their home battery rather than the preferred date or time.
What, for example, happens if a consumer has booked
something, such as a ticket for an event, but expects to show
up at an unspecified time? Audiences could use cutting-edge
AR and VR technologies that provide more interactive,
sandbox-style experiences in the 2030s. These technologies
will enable immersive virtual experiences where audiences
can see and physically interact with everyone in the event,
just like in the real world. A less linear structure allows
audiences to begin and end the event whenever they
want without missing out. This kind of no-rush market
will undoubtedly exist, given that around a third of urban
early adopters expect to buy connected event tickets that
flexibly adapt the event time to when they can take part.
68%
Most consumers would plan activities
using schedulers that optimize based
on energy costs, not time efficiency.
9 Ericsson | 10 Hot Consumer Trends

45%
Almost half of urban early adopters
will use personalized weather warning
systems for their safety.

Trend 4

S(AI)fe keepers
Society as a whole needs to be more prepared for all kinds of aim of reaching all people by 2027. If and when
catastrophic weather. As climate change progresses, further evacuation is required, 75 percent also anticipate a
disruption of global weather systems adds complexity and climate-disaster-proof home alarm system that alerts
unpredictability to weather forecasting and, ultimately, the police if burglars break in while they are away.
our daily lives. Individuals who live in areas not normally
To protect themselves from extreme weather, a third
prone to extreme weather can also experience disruptive
consider wearing intelligent extreme weather jackets,
events. In 2021, the heat dome in the northwestern parts
with built-in emergency heaters and inflatable life vests
of the US and Canada boiled sea creatures and heated the
or body sensors that measure how they cope with the
land to the extent that wildfires swallowed whole towns,
heat or cold and alert healthcare providers if needed.
and when the rain finally came, it was so intense that it
caused flooding and landslides. This area was known for Due to financial worries, urban early adopters want to
its natural beauty and pleasant summer temperatures, so find ways to improve their economic situation in light of
most residents had yet to plan for the event or consider climate change consequences and insecurities. By the next
the possibility of any of these events happening. decade, AI services could assist in home improvement
investments, to prepare for extreme weather events,
Imagine if a personalized weather warning system could
according to three quarters of urban early adopters. A
give real-time advice on unexpected weather developments.
third are also interested in using AI services to invest in
Over 8 in 10 urban early adopters believe warning services
green technologies to better protect themselves from
will exist in the 2030s and nearly half want to use such a
the negative financial impacts of the climate crisis.
service for their own safety. In fact, in 2022 an initiative for
early warning systems for extreme weather to save lives and
avoid damage was launched by the UN with the
10
Trend 5
New working climate
Work flexibility has been a hot topic since the pandemic.
As a result, society will likely see many individuals wanting
to keep the flexibility of working at home at least part-
time. In addition, consumers expect the emergence of
new work routines in the 2030s, which are less about
individual preference but rather driven by climate change.
If companies and employees face weather-related cost
increases and stricter corporate carbon emissions re-
porting demands, using new types of digital services will
likely become part of the everyday work routine. Whether
working in an office, a production environment, on the
field or at home, three-quarters of urban early adopters
believe there will be an AI service that schedules their
workday to avoid electricity consumption during peak
hours. On the surface, such a service seems simple, but
in the context of a whole society, it can fundamentally
change how people work. This shift may even eliminate
the concept of ‘weekends,’ and daily activities may revolve
around more flexibly distributed energy use instead.
The evolving workplace also could entail creating
Ericsson | 10 Hot Consumer Trends
energy-efficient personal micro-climates that follow
employees around. A third of urban early adopters believe
they will use air-conditioning systems that track them
to provide personalized cooling and heating. Fitness
could also get real-time work integration. Two-thirds
say office chairs with foot pedals will allow them to
exercise and generate electricity while working.
For the home worker, AR/VR devices could enable
immersive digital presence at work, saving them from
commuting. This innovation is especially valued by those
who are weekly AR/VR users today, with 49 percent
wanting to personally use such a device, compared to 37
percent who do not already use AR/VR. Similarly, over
half of weekly AR/VR users hope to use AR glasses that
completely replace PCs and all other work equipment.
Finally, to maintain the flexibility of switching be-
tween the workplace and home, three-quarters
predict that companies will provide AI assistants
that help them plan commutes, tasks and resources
to minimize their work-related carbon footprint.
72%
Seven in ten foresee company AI assistants
planning commutes, tasks and resources to
minimize work-related carbon footprints.
11
Trend 6
Smart water
Around half of the human population still does not have
regular access to clean, fresh water, a basic human need.
According to Unicef, four billion people experience severe
water scarcity for at least one month each year. While
drought is one of the climate change symptoms leading
to the decline in freshwater, other contributing factors
include urbanization, extensive agricultural irrigation, and
wasteful water use. In some places, aquifers are pumped
out faster than they are replenished. Meanwhile, great rivers
providing water to over one billion people will diminish
as the glaciers that fill them with meltwater recede.
Urban early adopters find the idea of built-in sensors
at home that monitor water consumption beneficial,
given the impending decline in freshwater supplies.
To aid in water conservation, 46 percent say they
will use sensors that notify if a tap is left running or
if there is unusual water usage in the household.
On the other hand, extreme rainfall is equally challenging
for freshwater supplies due to the resulting floods that
contaminate reservoirs and rivers. Almost half of the
urban early adopters expect to use smart water catchers
Ericsson | 10 Hot Consumer Trends
46%
Almost half of urban early adopters say their
household will use smart water catchers on roofs,
balconies and windows that intelligently open
up when it rains to catch and clean rainwater.
on their roofs, balconies and windows that intelligently
open when rains start to catch and clean rainwater.
In some cities like São Paolo, as many as 6 in 10 say
they want to install this technology within 10 years.
Although water rationing exists today, it could become
much more common in the next decade. About 64
percent of early adopters foresee digitally regulated
monthly water allowances for all citizens by the 2030s.
Over half also say it is likely that there will be a market
for mobile apps that let consumers sell their water
allowance to the highest bidder. At the same time, two-
thirds believe there will be nanobot-enhanced water
bottles that purify and desalinate water for drinking.
Around a third would even consider not using water for their
hygiene. Urban early adopters envision, for example, bath-
rooms with odor scanners that disinfect without using water.
Showers, washing machines and dishwashers could also be
replaced by nanobot cleaners that only target dirty spots.
They also see the possibility of clothes made from dirt- and
bacteria-repellent nanomaterials that never need washing.
12 Ericsson | 10 Hot Consumer Trends

Trend 7

The enerconomy
Switching to renewable energy sources is one of the most wind turbines at home will be commonplace in the 2030s.
cost-efficient ways to reduce greenhouse gas emissions
Since access to energy is an essential everyday need,
and replace fossil fuels, according to the sixth UN IPCC
urban early adopters predict that consumers will have
report. At the same time, increasing clean electricity
an energy bank; a way to save up for energy-intensive
demand and finding ways to save and consume our
activities or times of scarcity, just like a savings account
energy smarter are necessary to decarbonize society.
in a bank. One-third would like an online energy savings
In an era when access to energy could become restricted, account where family members can pool and save energy
it is understandable that urban early adopters demand resources for holidays or trips. Almost as many want a
power-saving technologies, such as app-controlled home neighborhood backup battery that uses AI predictions to let
batteries that balance energy use and reduce expenses. neighborhoods pool energy use in the event of disruptions.
Around 53% of those worried about climate change
If energy can be saved just like money, why not use it as
would sign up to use this in the future while four in ten
money? Over 6 in 10 believe consumers will be able to pay
want a household AI energy system attached to the
for goods and services in kWh using mobile apps in the
battery that informs them of the remaining balance.
2030s. Furthermore, over half think there will be ‘potluck
Urban early adopters also see opportunities to generate energy party’ apps that let consumers gift the energy
electricity and make money. Three in four believe selling needed for a party, instead of bringing a physical gift.
energy from AI-controlled small solar panels and micro

65%
Energy could become a currency as 65 percent
of urban early adopters predict consumers
will be able to pay for goods and services
in kWh using mobile apps in the 2030s.
13 Ericsson | 10 Hot Consumer Trends

34%
Dematerialization of consumption habits could
accelerate as one-third of urban early adopters
believe they will personally use shopping apps that
suggest digital alternatives to physical products.

Trend 8

Less is more digital

The feeling of guilt over a massive shopping splurge is
a common sentiment for many individuals. Today, most
consumption revolves around physical goods. While
virtual goods consumption does exist, the adoption
primarily occurs in virtual gaming worlds when gamers
make in-game purchases or when users buy clothes or
other items for their characters on social media platforms.
Fast forward to a warmer world in the 2030s, producing
physical goods could be more challenging due to supply
chain disruptions, leading to increasing costs. Aside from
necessities such as food, clothes, and housing, can consum-
ers replace part of physical goods consumption with digital
alternatives? The answer is ‘yes’ based on the opinions
of urban early adopters. Specifically, 72 percent believe
a shopping app that suggests alternative digital items to
replace physical shopping needs will be in use in the 2030s.
For example, people can buy digital toys for their children
or adopt a digital pet. This digital ownership is particularly
popular among AR/VR users, as more than a third of them
indicate they will personally use this type of service in the
2030s. Furthermore, 64 percent believe a connected AI will
prevent consumers from making unnecessary purchases,
perhaps by increasing visibility to what they already own or
simply questioning the need. Over a third also predict they
will personally use the connected AI service in the 2030s.
Packaging is another area that urban early adopters
believe will be more digitalized in the 2030s as the public
becomes more interested in resource-efficient solutions.
For example, 75 percent think AR/VR devices will help
eliminate branding and product information on packages
with digital versions, and 4 in 10 say they would personally
use this kind of low-environmental impact packaging.
Beyond physical products, physical mobility may also be
digitalized. Having to go to the gym in bad weather may
no longer seem like a good idea if consumers could just as
well work out from home. Around 77 percent of urban early
adopters believe using AR/VR glasses to attend fitness
classes from anywhere will be possible in the 2030s.
14
Trend 9
The natureverse
Research shows that nature – whether it’s ‘green spaces’
(forests) or ‘blue spaces’ (rivers, lakes, or sea) – not
only provides benefits for physical well-being but also
improves mental health. In the UK, ‘blue space’ therapy
is even prescribed by doctors to treat mental health
issues, with promising results. However, enjoying nature
can become challenging for urban dwellers. In a warmer
world, travel could be dangerous in areas with extreme
weather, and rising travel costs and environmental
concerns may also be limiting factors. Therefore, it is not
surprising that early adopters want technology solutions
that can bring them closer to nature without traveling.
In the 2030s urban early adopters might start thinking of
nature as an experience rather than a location. Two thirds
believe consumers will embrace VR boats that digitally
bring them to the sea to listen to the sound of waves
and feel the warmth of the salty air. Around 73 percent
foresee families using AR glasses to go on safaris from
39%
Four in ten urban early adopters want to
personally use a virtual travel service that lets
them experience nature reserves and mountain
trails in real time as if they were there.
Ericsson | 10 Hot Consumer Trends
their living rooms and 65 percent foresee people taking
a tour with VR-equipped bodysuits that simulate the full
experience of skiing or skating. A VR-equipped bath can
allow consumers to experience swimming in a lake using
minimal water. At the same time, virtual travel services
can enable consumers to experience nature reserves and
mountain trails in real time as if they were there. The need
for and enjoyment of natural experiences will still be high
in the 2030s. But, if consumers cannot go into nature, they
will have the possibility to bring nature to them instead.
Another area that urban early adopters believe technology
can help is bridging the learning opportunity gap between
those who can easily access nature and those who cannot
while minimizing the damage we impose on nature when
observing and learning about it. For example, 76 percent be-
lieve an AR/VR classroom will allow students to learn about
and experience nature without having to go there physically.
15
52%
Over half of urban early adopters predict online hacking
apps will enable them to tap into neighbors’ water or
electricity supply illicitly, pointing to the continued need
for trustworthy and secure information technology.
Trend 8
Less is more digital
When the UN Secretary-General Guterres said, “We are on a
highway to climate hell, with our foot on the accelerator” in
his opening speech at the 2022 Climate Change Conference
(COP27) he was using powerful imagery of short-term
indulgencies that have adverse effects in the future.
Discounting the future is, unfortunately, perfectly normal
human behavior. One classic example is the belief that a
dollar today is worth more than a dollar tomorrow. Similarly,
many consumers instinctively discount future climate
effects. Hence, urban early adopters believe consumers
will use technology to maintain the cruising speed of their
current lifestyles if society tries to put its foot on the brake on
their behalf. In fact, 72 percent believe they will use digital
technology to bypass environmental restrictions, regulations
or norms for their short-term personal gain in the 2030s.
In 2022, Spain restricted public building temperatures
to 19°C for heating and a minimum of 27°C for cooling,
indicating that restrictive measures are indeed coming.
For the next decade, 7 in 10 believe that consumers
will be able to manipulate home air-conditioners and
heaters using a remote-controlled mini heater and
cooler to achieve more comfortable temperatures
than the regulated range. Concerningly, a third see
themselves breaking the (future) law in this way.
Likewise, over 6 in 10 urban early adopters believe
there will be apps for unofficial waste collection
Ericsson | 10 Hot Consumer Trends
services that allow people to discard harmful waste
cheaply. They also believe apps will be able to cover
consumers’ digital tracks when buying non-sustain-
able luxury goods or driving around for fun.
Climate cheating like this may become illegal. Urban early
adopters who choose not to cheat say it is primarily because
of the risk, although almost as many are motivated to
abstain in order to protect the environment. While potential
climate cheaters may ignore legal risks, they recognize that
cheating may come with a stigma. Today, social media
is full of people boasting about their jet-set lifestyle. But
almost 6 in 10 say that in the 2030s, automated social
media bots will post AI-generated images of them walking
around the neighborhood, while in reality, they are flying
off on holiday, turning the current trend on its head.
However, wanting to cheat on climate restrictions is not
about denying the fact of climate change. Around 95
percent of urban early adopters, whether they consider
themselves climate cheaters or not, know climate change
is a reality. The difference, instead, is how they discount
the effect it will have on them. A quarter of climate
cheaters believe their daily life will be better due to climate
change, compared to only 5 percent of non-cheaters.
16
About climate change
The Paris Agreement aims to substantially reduce global
greenhouse gas emissions to keep the rise in global temper-
ature this century to 2°C while pursuing efforts to keep it to
1.5°C. At the same time IPCC in its 6th Assessment report
Impacts, Adaptation and Vulnerability states that if global
warming transiently exceeds 1.5°C in the coming decades or
later, many human and natural systems will face additional se-
vere risks, compared to remaining below 1.5°C. Therefore, 1.5
degrees is both a political goal and a limit to avoid irreversible
tipping points where climate change becomes self-reinforcing.
To stay below this limit seems increasingly challenging as
global emissions are nowhere near reduction, let alone in
the speed and magnitude needed to keep with 1.5 degrees.
According to the 6th IPCC Assessment Report, The Physical
Science Basis, the best estimated global average rise in
temperature will be 1.5°C for the four low and intermediate
emission scenarios and reach 1.6°C of warming for the highest
emission scenario during 2021-2040. This tells us that we
need to intensify our climate mitigation efforts, but also to
focus more on adaptation to a more challenging climate.
About Consumer and IndustryLab
Ericsson Consumer & IndustryLab explore the future of
technology for consumers, enterprises, and a sustainable
society. We deliver world-class market research, action-
able insights, and design concepts to drive innovation
and sustainable business development. We provide a
scientific fact-based analysis regarding environmental,
social, and economic impacts and opportunities of ICT.
Our knowledge is gained from global consumer,
enterprise, and sustainability research programs,
Ericsson | 10 Hot Consumer Trends
Based on current developments, we are heading for 1.5
degrees in a not-too-distant future. A 1.5°C warming
will lead to increased frequencies of higher average
temperatures and extreme heat waves. Some regions will
experience more severe and frequent agricultural draughts
and wildfires, while some will see new storm patterns and
heavier precipitation resulting in flooding and landslides.
With further increases in global average temperatures of
warming such effects will be even more frequent and intense.
And already between 1°C and 2 °C of global warming we
may have passed critical climate tipping points impacting
for example glaciers, coral reefs and sea currents.
The global mean temperature in 2022 is currently estimated
to be about 1.15°C above the pre-industrial average. The
past eight years are on track to be the eight warmest on
record, with extreme heatwaves, drought and devastating
flooding affecting millions and costing billions this year, as
reported by the WMO Provisional State of the Global Climate.
including collaborations with leading customers, industry
partners, universities, and research institutions. Our
research programs cover in-depth studies and over
100,000 interviews with consumers, working people
and decision-makers each year, in 30 countries – sta-
tistically representing the views of 1.1 billion people.
All ConsumerLab reports can be found at:
www.ericsson.com/consumerlab