Den Nygröna Människan – Jordbruksverket

In 2012 I wrote a report for Jordbruksverket (The Swedish Board of Agriculture) where I made a qualitative micro study to describe the contemporary green movement we are seeing proliferating in the western (and global?) middle classes. I describe it as a highly political but still not traditionally political; that is, it is not left or right, but a mainstream consumer movement uniting everyone for the sake of the planet. Hence, the movement has runs less risk of being stigmatized in one or the other camp but will remain a unite cause growing even stronger.

See the report attached as PDF and a related linked chronicle at Jordbruksverkets website: