The modern consumer world is characterized by conflicting desires: on the one hand, consumers seek diversity, choice, and global trends. On the other hand, they long for regionality, authenticity, and sustainability. The issue of sustainability also presents a dilemma: the desire to consume ethically often clashes with the need for convenience and price consciousness in everyday life.
Welcome to the tension between global vs. local & ethical consumption vs. convenience—one of the central contradictions of the “Era of Contradictions.”
Global vs. local—the balancing act between diversity and a sense of home
Globalization has made it easier to access products from all over the world. Platforms such as Amazon and Shein are flourishing—in Austria alone, 8 out of 10 people ordered from Amazon last year, and 30,000 packages arrive daily from Asian online platforms.
At the same time, appreciation for local products is growing:
- 73% of consumers say they prefer regional products whenever possible.
- 69% accept a higher price for domestic goods in order to support the local economy and environment.
The “Made in Austria” label continues to be perceived as a seal of quality.
This tension is forcing brands to adapt their strategies: while large companies are increasingly integrating local elements into their products, regional brands are focusing on quality and authenticity.
Ethical consumption vs. convenience – sustainability vs. efficiency
Awareness of sustainable consumption is there – yet a clear pattern emerges: when sustainable alternatives are more expensive or less convenient, the decision often falls in favor of the more convenient or cheaper option.
· 47% of Austrians openly admit that their attitudes do not match their actual purchasing behavior.
Price, availability, and convenience still count for more than ethics:
- 54% say sustainable products are too expensive.
- 19% do not buy sustainably because they cannot find a suitable option.
- 10% say they do not want to put up with waiting times.
This is where the challenge lies for brands: How can sustainability be made convenient? Successful examples show that sustainable products must not only be environmentally friendly, but also practical and affordable.
How brands can respond to this contradiction
To remain relevant, brands must build bridges between desire and reality, idealism and everyday life:
- Hybrid positioning: Global brands with local access and regional storytelling.
- Convenient sustainability: Less effort, more transparency, same functionality.
- Closing the say-do gap: Communication that addresses realistic everyday scenarios and shows how small steps can have an impact.
Brands that find this balance benefit in the long term from stronger customer loyalty and greater relevance in the market.
Conclusion: The future lies in balance
Globalization does not exclude regionalism. Ethical consumption does not have to be complicated. Consumers want the best of both worlds—and they decide based on the situation. Brands that offer them real options, provide clear guidance, and combine convenience with attitude will prevail. Because in the end, it's not the contradiction that's the problem—it's the lack of an answer to it.
In the next part of the blog series, we will look at promotions vs. subscriptions – another central contradiction in the modern consumer world.
