The topic of sustainability is nothing new. It’s a topic that will most likely never go away…that is, until the day we get it right and it becomes just the way we do things. Today, on the conscious quest to eat, shop, work, and live more sustainably many tend to stumble when confronted with making “the better choice.” And while many brands shuffle to offer exactly that, consumers are often left questioning the impact that their choice really made. On a mission to explore what sustainability means, we’ve asked our Senior Advisor of Future Research and PhD Candidate, Elin Rudberg, to share her thoughts on the topic. In this post, Elin focuses on Sweden and acknowledges the complexities of sustainable consumption.

Iconic Swedish beer brand Eriksberg has succeeded in the Swedish market. With several new launches and extensions, the brand has continued to grow and expand across the beer landscape. However, expansion sometimes comes with the price of incoherence within the look and feel of ranges.

This week, NINE attended the Sthlm Tech Fest 2017. Bustling with tech-heads, start-ups, and innovators of all sorts, the yearly event not only reinforced how much Stockholm’s “Unicorn City” status continues to grow, but also how much challenging the conventional, and designing with “human” at the heart of it all leads to great innovations. Here are some highlights of what we saw and what we learned!

This week, on a bright and sunny day on the island of Gotland, our energy-packed Client Director, Sebastian Tarkowski gave a thought-provoking talk at Svenska Retursystems Food Waste Seminar in Almedalen. Here, Sebastian talked trends, industry responsibility, and how need-based innovation is the key to success!

NINE is excited to embark on a new collaboration with Lindex to map out and improve omni-channel customer journeys!

We are excited and honoured to yet again be entrusted with repositioning and redesigning the iconic Swedish beer brand, Falcon.

Some exciting research projects are coming our way during the fall for a range of clients, and we’re looking for freelance anthropologists and ethnographers to be part of our project teams!

With a story that dates back to a small rented unit in Kumla, Lithells carries a long history of making great sausages. But, a lot has happened since then, and consumers aren’t the same as they were way back when.

We are proud to announce that Grönstedts Le National just won gold at FAB Awards. Read about it here or see the full case!

We are proud to announce that Hinoki just won Best of Show at The Dieline Awards, and you can read all about it here!