What sustainability requirements will be placed on furniture and décor in the future? And when will customers stop acting according to rational economic theory? This is an issue that is important to us, and just as important to interior designers, retailers and manufacturers. Götessons has investigated the matter and come up with the following aspects as future important decision points. Happy reading!

What sustainability requirements will end customers place on furniture in the future?

CIRCULAR FURNITURE FLOWS. Highlighted as an important sustainability area by all participants in the study. Demands and interest in reuse are increasing in the market, but customers are at different stages of prioritising this aspect in their purchases. There are geographical differences in the demand for circular solutions in Sweden. Circularity is an important but complex area with many operators involved. It is interesting and likely that reuse, and the willingness to pay, will be valued more highly in the future.

Furniture with a short service life that is discarded early is a major environmental burden and therefore circular furniture flows are an important tool to work with.

MATERIALS. There is an increased focus on the content and origin of raw materials and the use of recycled materials. This area is directly linked to the theme of circularity. It is considered a hygiene factor that furniture does not contain harmful and unnecessary substances, such as chemicals, formaldehyde content, flame retardants and surface treatments. The supplier is assumed to know the content of the product. The origin of the material and material-specific certifications such as FSC and OEKO-TEX are also important. There are more and more questions about recycled materials as components of furniture. Creating a relationship and history with the materials used is important for a wider choice of sustainable products, e.g. if the material is made from waste or other residues.

Closed material flows are important to avoid depleting the planet's resources and are part of the chain of circular furniture flows, as opposed to new production. Industrial symbioses and collaborations, as well as new measurement values, are important tools to move forward in the area.

CERTIFICATIONS Certified furniture creates credibility and makes it easier for the customer to choose a product. The most important third-party certifications highlighted are Möbelfakta and Svanen (Nordic Swan Ecolabel) for the Swedish market.

By certifying their bestsellers, suppliers can clearly show that they are serious about their sustainability efforts.

TRACEABILITY Traceability contributes to credibility and comparability, but information needs to be developed on the basis of a common industry standard if it is to be used to best effect.

Traceability is important for the future and part of the chain of circular furniture flows. It can provide information about the transparency of the materials used, how and where it was produced, and give the furniture a history. It can also facilitate public procurement of pre-owned furniture by making it clear what the furniture contains, thereby ensuring that environmental requirements are met.

SOCIAL RESPONSIBILITY. There are increasing demands to ensure good social conditions in supply chains. Surveying, risk assessment and following-up of subcontractors are highlighted as particularly important if you have your supply chain in high-risk countries. Stricter requirements for social sustainability are likely to become more common in the future, with today's often voluntary guidelines becoming stringent requirements.

The social sustainability perspective of a healthy and sustainable workforce is highlighted and it is important that suppliers create furniture that provides a healthy workplace.

CLIMATE IMPACT. Reducing the carbon footprint is important, and was linked in the study to material selection and circularity, material selection and traceability. It is becoming increasingly important to be able to report on the climate impact of products in a clear and comparable way, based on facts. EPDs and similar product environmental impact statements were highlighted by the sustainability managers who participated in the study.

THOUGHTS ABOUT THE FUTURE. Interest in sustainability is growing in the industry, but mainly by larger companies and public procurers. However, there are different views on how fast this is happening. Many believe that price will continue to dominate and be more important than sustainability aspects in the coming years. However, in five years' time we will see a changing market, with sustainability issues taking greater precedence, as interest is expected to grow. Although the day on which the tipping point for price vs. sustainability will be reached is hard to predict. The need for credible, transparent and fact-based communication is highlighted as particularly important in the future.

Although there are differing views on the pace of change, there is agreement that sustainability issues are becoming increasingly important. Those who do not act today risk losing business tomorrow. This is done while transparency requirements make it easier to compare different suppliers' involvement in the issue. Until the tipping point that sustainability advocates are waiting for is reached, the focus needs to be on finding sustainable solutions that work until a new norm takes hold.

Götessons has initiated and carried out a stakeholder analysis on the customer side of the Swedish market, in order to work with sustainability issues that are relevant and actually make a difference, and to put energy and resources into efforts that will have a high impact. The main objective of the study was divided into two main areas: to identify customers' future requirements and expectations regarding sustainability in the furniture industry; and to identify barriers to sustainable purchasing behaviour among end customers. Around 30 interviews were conducted with furniture retailers, public sector buyers, interior designers and sustainability managers for architectural firms and furniture retailers. The survey was conducted in spring 2021.

Any questions on the subject?
Contact Emma Hagman, emma.h@gotessons.se