CASE story

Envisioning the future of better living with the next generation

In 2021, Electrolux engaged with thousands of young people around the world to capture their views on the global situation and their hopes and dreams for the future. Their insights will be used to drive product innovation over the coming years to ensure Electrolux continues to shape better living by meeting the needs of young consumers.

Last year, Electrolux CEO Jonas Samuelson published an open letter inviting young people from around the world to apply to join forces with Electrolux and some of the most influential change-makers of today to explore solutions for future sustainable homes. The aim was to learn more about young people’s hopes, dreams and concerns, and to ensure our efforts align with their future wants and needs.

"We want to listen to young people who will be starting up their own homes in the near future," said Jonas Samuelson, Electrolux CEO. "Their desires, choices and behaviors will play a critical role in shaping the evolution of better living – and we want those who own the future to be part of defining it. This is why we take the opportunity to ask them now – to be able to provide solutions tailored to their needs, come 2030."

Better Living 2030 open letter from Jonas

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A better tomorrow – according to the youth of today

Electrolux commissioned a survey of 13,886 young people from 13 countries – all aged between 15 and 20 in 2021. In addition to the survey, interviews were also held with the participants to gain more in-depth responses from them. Participants were asked about their hopes and concerns for the future in the key themes of food, clothing care and wellbeing at home.

The resulting Change-Makers Report highlighted a great deal of anxiety and fear for the future among young people – but also a profound understanding of the challenges facing society and belief that they can be part of the solution.

"I'm so excited about this initiative. We normally focus on the consumers we serve today. But it’s crucial that we listen to the change makers of tomorrow," says Tove Chevalley, Head of the Electrolux Innovation Hub. "Our team will work closely with them and other experts as part of a 'Team of Change-Makers' to push ourselves to define completely new solutions that help people live more sustainably."

Download the Change-Makers Report.

Accelerating innovation with our young team of change-makers

Following an extensive search and hundreds of applications, eight young people from seven countries were selected and are now joining creative sessions led by the Electrolux Innovation Hub to explore solutions for better living, starting with the future of clothes and garment care.

"This is an amazing team of young people from around the world who are really passionate about creating change to help save our planet," says Chevalley. "In the eight or so sessions we had with them in 2021 as part of our 'Future for clothing care' project, they challenged our way of thinking and helped us to define where we want to be in ten years’ time in terms of our products and services."