The Sustainable Optimists

This project is a consumer research study into the post-materialist segment known as the Sustainable Optimists.

They are characterized by a critical approach to decision-making, with a focus on improving society. They value quality over quantity in relationships, preferring a small, close-knit circle of friends and family over large, superficial networks.

They feel most at ease in nature, often seeking outdoor environments for walking, reflection, and calm. This connection to nature is essential to their well-being, as they tend to feel confined indoors for too long.

They also value cultural and creative activities such as singing, dancing, and crafting, and are inspired by museums, from the Rijksmuseum to Voorlinden.