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.