Embedded Files
Modul 1
3/11
(1)
The American consumer
The American consumer
Each group must:
Research (via articles or data) and describe your assigned consumer(s): lifestyle, income, values, habits (both consumption and general habits).
Identify what shapes their consumption — e.g. social class, geography, culture, media, or (generational) values.
Present your findings with visuals (charts, ads, or product examples).
Suburban middle-class family
Suburban middle-class family
Couple with two kids, nice house, SUV, busy lifestyle.
Big-box retail, convenience, family-oriented spending, brand loyalty.
Young urban professional (YUPPIE)
Young urban professional (YUPPIE)
25–35-year-old living in a city, tech-savvy, single or in a couple.
Online shopping, subscription services, “experiential” spending (travel, food, fitness).
Rural working-class family
Rural working-class family
Lives in a small town, values practicality and price.
Discount stores, Walmart culture, brand loyalty tied to trust/value.
Retired couple (Baby Boomers)
Retired couple (Baby Boomers)
Empty nesters with stable income, perhaps RV or travel interests.
Health care, leisure, nostalgia brands, stable consumption habits.
Environmentally conscious millennial/Gen Z
Environmentally conscious millennial/Gen Z
Lives in urban areas, cares about sustainability and social justice.
Thrifting, ethical brands, second-hand economy, minimalism.
Immigrant family (e.g., Latin American or Asian background)
Immigrant family (e.g., Latin American or Asian background)
Mix of traditional and new consumption habits.
Balancing affordability, remittances, ethnic groceries, brand trust.
Module 2+3
4/11
(2)
Presentations - consumer groups
Presentations - consumer groups
All groups show their picture and characterize who they are, where you find them, what they are like, how and what they consume etc.
Factors affecting consumers' view on sustainability
Factors affecting consumers' view on sustainability
Lessonplan here
Greenwashing - Greenhushing - Green scandals
Module 4
5/11
Attitudes to sustainability in American consumers
Attitudes to sustainability in American consumers
Text A: Report: US Consumers’ 2024 Sustainability Score Declines
Text B: For Consumers, Sustainability Isn’t Gone, But It Is Changing
Worksheet here
Lessonplan here
Module 5
5/11
Hofstede's cultural dimensions and consumption
Hofstede's cultural dimensions and consumption
Here you find Hofstede's comparison tool
Look up the numbers on the different dimensions for USA.
Ask yourself, do you think an Individualistic society is more or less likely to be sustainability conscious than a Collective society?
Discuss, how can the different dimensions affect how a person/group think about sustainability, the enviroment and climate change?
Quiz & switch - vocabulary exercise with the words from the article.
Now, read this the article distributed in class and reflect on how this might affect our understanding of the Hofstede model. What are the American consumers like according to this research?
Module 6
12/11
America's greenest companies - intro
America's greenest companies - intro
Introduction to assignment - Company Profile with focus on globalisation and sustainability
Pick a company here
Module 7
13/11
Time to work -
Time to work -
America's greenest companies - company profile
America's greenest companies - company profile
Added twist - Pick at least one of the statistics in the article linked and work it into your company presentation.
Module 8+9
16/11
How does tariffs affect your chosen company and what strategies have they adopted to handle the situation? Reserch and add this to your presentation.
Finish your prsentations.
Module 10+11
18/11
Presentations
Presentations
Module 12+13
19/11
Pak opgaven ud
Pak opgaven ud
What must you write about?
What points must be included? Divide the assignment into separate questions/parts.
What models/methods could be used?
What sources could be usefull?
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