About us

Sweden’s Environmental Protection Agency, Naturvårdsverket, estimates that approximately 80% of greenhouse gas emissions are a result of household consumption. Medveten Konsumtion (Responsible Consumption) is a non-profit association, based in Stockholm operating throughout Sweden, aiming to raise awareness about the impact of consumption on the environment and those who work in the industries. As our Secretary General, Alexandra Davidsson,  puts it:

“Medveten Konsumtion aims to inspire and help people make more sustainable decisions when consuming.”

By undertaking projects which are very centric to human behaviour, including shopping, celebration, competitions, we aim to drive such awareness.We are doing this in a unique manner and in order to make it easy for people to actually participate in a sharing or a circular economy, we organize different campaigns and events.

Many consumers want to make sustainable decisions, but don’t know how to. At the same time we also see that Earth’s Overshoot Day just continues to happen earlier by the year. Overconsumption is problematic and very real in our culture. Medveten Konsumtion raises awareness across the entire spectrum of consumption – food, travel, living, home, investments. For some handy and practical tips, check out our “Advice” section here.

Photo: Daniel Söderberg, www.greenpix.se

Currently there are two people working at the office: Alexandra Davidsson (right in picture), Secretary General, and Jonna Elofsson Bjesse, Head of Communications.

Our board consists of 11 enthusiastic members, and we have about 90 awesome volunteers all across Sweden who all work for the same goal: a sustainable future.

Additionally, we have about 1700 members in the organisation, whom we mainly communicate with through our monthly newspaper.

Workshops to spread awareness

We use workshops as a way to spread awareness. These workshops are conducted across schools, workplaces and the like. In these workshops we give direct and easy-to-adopt advice on how one can consume more sustainably across different areas (including workplaces) related to private consumption. We are there to give you tools and inspiration, not bad conscience. Rather than saying “don’t do this”, we say instead  “you can choose this instead”. We also give a status report and explain why these issues are important, and we tailor each lecture to every client’s needs. Sound interesting? Book us now! 

On March 23, 2017, Responsible Consumption commented on the government’s report on Circular Economy and gave advice on sustainable consumption in TV4 morning show “Nyhetsmorgon” – the number one morning show in Sweden.


Parts of the text is borrowed from an interview made by One Planet Rating. 

Our projects

White Monday

White Monday is the day for circular economy that always occurs the monday before Black Friday. In 2019 it will occur on the 25th of November.

The whole idea is to share circular alternatives to the linear consumption that Black Friday entails.

White Monday is our largest campaign over the course of the year. It was started in 2017 by a Swedish enthusiast, Henning Gillberg, and we have been on board since 2018 as organizers. This year we are going global.



A swedish initiative to reduce the “stuff-waste” as we call it. We aim to move towards a sharing, or circular, economy where renting, sharing, borrowing, mending, buying second hand is the norm.



Scandinavias largest flea market with over 100 000 visitors. Occurs on the last sunday of may each year. 2019 was the 15th anniversary, and we as an organisation have been in charge since 2015. 


Page Updated: 2019

Our aim

As an NGO we have a unique position of confidence and objectivity in the eyes of the consumers. We have a responsibility to spread awareness towards a more sustainable, fossil free lifestyle. As such we are not here to sell stuff, but to have an impact, which is our main objective.

We want to continue being a front-runner whom consumers turn to for advice. As such it is important that we stay on top of the most recent scientific advances in environmental science, in order to push consumers in the right direction for a sustainable future.