Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Four Nations, Twelve Tomorrows
University of Borås, Science Park Borås.
Kairos Future.
Kairos Future.
Kairos Future.
Show others and affiliations
2025 (English)Report (Other academic)
Sustainable development
According to the author(s), the content of this publication falls within the area of sustainable development.
Abstract [en]

What kind of sustainable future do Europeans want? And what do they believe is possible? This report explores that question by presenting twelve distinct scenarios for 2035, each describing a possible path toward a more sustainable society. Survey responses from 2,358 individuals across France, Germany, Spain, and Poland reveal a fascinating and sometimes surprising picture of how people today relate to longterm change.While views differ across countries, the study uncovers striking similarities. Incentive-based solutions are consistently more appealing than those based on bans orrestrictions. Scenarios like Radical Circularity and Production Close to Home receive strong support across the board, suggesting a clear appetite for solutions that combine environmental responsibility with tangible economic and social benefits.Conversely, scenarios that suggest increased surveillance, loss of ownership, or the exclusion of lower-income groups – such as AI Coaches for Sustainability, We Own Nothing, or Climate Consumption for the Rich – are met with wide spread skepticism. Respondents value independence, equity, and transparency, and are wary of futures where technology or wealth become gatekeepers to sustainability. Importantly, respondents demonstrate thoughtful engagement with these scenarios. Many emphasize the need for fairness and shared responsibility, while also pointing to the complexity of balancing environmental, social, and economic factors. Skepticism around political will, economic disruption, and the role of elites is frequent-but so is a desire for meaningful, systemic change. Finally, while perceived likelihood often lags behind desirability, people are ready to think critically about the road ahead, but imagining new pathways is fundamentally difficult. The responses form a map not of what will happen, but of what could -and perhaps should - guide Europe’s transition in the years to come.

Place, publisher, year, edition, pages
2025.
National Category
Environmental Studies in Social Sciences
Research subject
Textiles and Fashion (General)
Identifiers
URN: urn:nbn:se:hb:diva-34060OAI: oai:DiVA.org:hb-34060DiVA, id: diva2:1988034
Projects
Textile & Fashion 2030The European Union.
Note

Produced by the government assignment Textile & Fashion 2030 at the University of Borås. Co-funded by the European Union. The report Four Nations, Twelve Tomorrows is the sixth publication in the field of demand and sustainable consumption at Science Park Borås. The work is part of the innovation environment's efforts toward a systemic transition to a circular economy.

Main authors: Olivier Rostang, Kairos Future and Birgitta Losman Sustainability Strategist and Project Manager, Science Park Borås.

Project contributors: Olivier Rostang, Birgitta Losman, Lisa Lanå Bolin, Jörgen Jedbratt, Anett Aldman, Erik Bresky, Lena-Marie Jensen, Jonas Larsson, Erik Valvring, Adrian Zethraeus.

Available from: 2025-08-10 Created: 2025-08-10 Last updated: 2025-09-24

Open Access in DiVA

fulltext(1350 kB)65 downloads
File information
File name FULLTEXT01.pdfFile size 1350 kBChecksum SHA-512
b7d8a8272db11b3bf5cde32457caf6858b34a9dac58abe3b879d46d7dfdf29cfd7a03759c78335dfe80aff7e2d29b933262471ccb24a979ea325d0714f0a0a25
Type fulltextMimetype application/pdf

Authority records

Losman, BirgittaBresky, ErikAldman, AnettJensen, Lena-MarieLarsson, JonasZethraeus, AdrianValvring, Erik

Search in DiVA

By author/editor
Losman, BirgittaBresky, ErikAldman, AnettJensen, Lena-MarieLarsson, JonasZethraeus, AdrianValvring, Erik
By organisation
Science Park BoråsFaculty of Textiles, Engineering and Business
Environmental Studies in Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 66 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 364 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf