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Pop Culture Economics: What Stranger Things Teaches About Market Dynamics

A recent study co-authored by Dr. Julien Picault from UBC Okanagan demonstrates how scenes from popular Netflix series like Narcos and Stranger Things can be used to teach complex economic principles. The paper, titled Teaching Economics with Netflix and published in The Journal of Economic Education, explores how carefully selected clips from these shows can help students grasp abstract concepts such as market control, creative destruction, and inflation. According to Dr. Picault, a Professor of Teaching in the Department of Economics, Philosophy and Political Science, this approach aims to meet students in their cultural space, making economics more relevant and engaging. “Students are already watching this content,” he explains. “Our goal is to use familiar, culturally relevant media to explain fundamental concepts like opportunity cost, supply and demand, or moral hazard.”

Central to this approach is EcoNetflix, a free online platform developed by Dr. Picault in collaboration with colleagues at Marymount University. This resource provides teaching guides built around diverse clips from Netflix originals, films, and documentaries, connecting cultural moments directly to foundational economic ideas. By integrating these media examples into lectures, educators can offer students more context-rich, relatable pathways into complex economic theories, moving beyond dry textbook explanations.

One compelling example comes from the hit sci-fi series Stranger Things. Set in the 1980s, the show often features outdated technology like walkie-talkies, phone booths, and cassette players—all of which have primarily been replaced by modern smartphones. This shift offers a vivid illustration of creative destruction, a concept introduced by the economist Joseph Schumpeter. Creative destruction refers to the process by which new technologies render older ones obsolete, transforming industries and economies. This example raises interesting economic questions: Would purchasing each older device separately today be more expensive than owning a single, multifunctional smartphone? And how do such technological advances affect how we measure inflation through metrics like the Consumer Price Index (CPI)?

Narcos provides another rich teaching opportunity, particularly for illustrating the concept of market control and oligopoly. The series, based on the true story of Colombian drug lord Pablo Escobar, includes scenes where Escobar proposes forming a cartel with rival traffickers. Escobar offers to coordinate operations in one pivotal scene, allowing other kingpins to share in the profits in exchange for mutual protection and reduced competition. This kind of collusive behaviour is a textbook example of oligopoly strategy, where dominant firms cooperate to stabilise prices, limit outside threats, and reduce market uncertainty. Despite the ethical and legal challenges, such arrangements can be highly profitable, highlighting the trade-offs firms often face in competitive markets.

According to Dr. Picault, this approach is efficient because it connects abstract economic principles to real-world scenarios that students already understand through popular culture. By grounding theory in familiar narratives, educators can foster a deeper, more intuitive understanding of the subject, making economics feel more relevant to students’ lives. This approach also supports broader efforts to make economics education more inclusive, reflecting the diverse cultural, geographic, and social perspectives that platforms like Netflix represent.

Dr. Picault’s recent work builds on earlier studies he has authored, which focus on using pop culture to teach economics in innovative ways. His ongoing research aims to show that economics isn’t just a set of abstract formulas but a powerful lens for understanding the world. By leveraging the cultural power of streaming platforms, this approach seeks to make economics not only more accessible but also more engaging and inspiring for the next generation of students.

More information: Julien Picault et al, Teaching economics with Netflix, The Journal of Economic Education. DOI: 10.1080/00220485.2025.2501640

Journal information: The Journal of Economic Education Provided by University of British Columbia Okanagan campus

Nourishing Tomorrow: The Call for Global Diet Sustainability

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Amid the rising trend towards self-reliance and the tightening of trade barriers, a new study by research teams from the University of Göttingen and the University of Edinburgh raises concerns about the potential impact on global diet quality and sustainability. The study published in the journal Nature Food examined how 186 countries can sustain their populations using only domestically produced food. The findings suggest that many nations face significant challenges in achieving self-sufficiency, with potentially severe implications for nutrition and food security.

The researchers focused on seven essential food groups identified by the World Wildlife Fund’s Livewell diet, a healthy and sustainable eating model. Their analysis revealed that only one in seven countries manages to be self-sufficient in at least five of these critical food groups, with most of these nations located in Europe and South America. Contrastingly, regions such as the Caribbean, West Africa, and the Gulf states struggle to produce even a single essential food group at sufficient levels. Six countries, primarily in the Middle East, were found to be unable to produce enough of even one of these core food groups to meet their own needs.

Guyana emerged as a unique case, the only country to achieve complete self-sufficiency across all seven food groups. At the same time, China and Vietnam closely followed, meeting the threshold in six groups each. However, substantial gaps were noted in producing key nutrients, particularly protein sources. For instance, despite Europe’s robust agricultural output, many African countries remain heavily dependent on imports to meet their meat and dairy requirements. The Democratic Republic of the Congo, for example, produces only about 15% of its national demand for meat, highlighting a significant nutritional shortfall.

The study also identified a widespread deficit in nutrient-rich plant proteins, such as legumes, nuts, and seeds. Fewer than half of the countries examined produce enough legumes to meet domestic demand, and only a quarter achieve sufficiency in vegetable production. These findings underscore a critical imbalance, with some regions producing far more than they consume while others rely heavily on imports to cover basic nutritional needs.

Another concerning aspect highlighted by the researchers is the heavy reliance of some countries on a single trading partner for essential food imports, increasing their vulnerability to supply chain disruptions. This dependency is especially evident among smaller and island nations, where more than half of all food imports often come from a single source. For instance, many Central American and Caribbean countries rely primarily on the United States for starchy staples like wheat and maise. In contrast, several European and Central Asian nations similarly depend on a single supplier for legumes, nuts, and seeds.

Dr Jonas Stehl, the study’s lead author and a PhD researcher at the University of Göttingen, emphasised the importance of global trade in ensuring nutritional security. International food trade and cooperation are essential for healthy and sustainable diets. However, heavy reliance on imports from single countries can leave nations vulnerable,” he stated. “Building resilient food supply chains is imperative for ensuring public health.”

The findings from this study underscore the need for a balanced approach to food security, one that recognises the vital role of domestic production and international trade. As countries strive for greater self-reliance, policymakers must also consider the risks of isolation and the benefits of a diversified supply chain, ensuring that food systems remain robust in the face of global challenges.

More information: Jonas Stehl et al, Gap between national food production and food-based dietary guidance highlights lack of national self-sufficiency, Nature Food. DOI: 10.1038/s43016-025-01173-4

Journal information: Nature Food Provided by University of Göttingen

From Click to Build: The Multifaceted Effects of Buy-Online-Assemble-In-Store Strategies

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As digital technology continues to evolve rapidly, companies are increasingly turning to innovative retail strategies to meet the shifting demands of modern consumers. One such approach is the buy-online-and-assemble-in-store (BOAS) model, which allows customers to place orders online, collect their purchases at physical stores, and benefit from on-site assembly services. This hybrid approach aims to blend the convenience of online shopping with the personal touch of in-store experiences. However, despite its appeal, the financial viability of BOAS for firms remains uncertain, primarily due to unpredictable post-processing costs. Furthermore, the broader implications of this model for consumers and the environment are becoming critical areas of interest for researchers and business leaders alike.

A recent study published in the KeAi journal, Sustainable Operations and Computers, by researchers at the South China University of Technology, explores these complexities. The study focuses on a monopolistic firm selling products that require some degree of consumer-led assembly for practical use. Lead author Guanxiang Zhang emphasises that consumer diversity is a central factor in the success or failure of the BOAS model. Specifically, the study identifies two distinct consumer types: professional consumers, who possess greater post-processing skills and prioritise product quality and price, and amateur consumers, who prefer convenience and service quality due to their limited technical capabilities. This segmentation is crucial, as it directly influences a firm’s decision to adopt or avoid the BOAS model.

The distribution of these consumer types significantly shapes a company’s strategic choices. Firms are generally more inclined to adopt BOAS when a substantial portion of their customer base consists of professional consumers, who can manage post-purchase processes more effectively and are less reliant on supplementary services. In contrast, when the costs associated with product handling, travel, and perceived service value are high, businesses may find it less advantageous to implement BOAS. This balance between customer capability and operational cost is critical for firms seeking to leverage this model successfully.

While BOAS can enhance the overall consumer experience, it also introduces potential risks. Zhang notes that the model can reduce consumer surplus in markets with a high proportion of professional consumers, potentially undermining its long-term viability. This paradox helps explain why some companies, like Uniqlo, have faced setbacks after introducing BOAS, struggling to maintain customer loyalty and profit margins. In contrast, firms like TUHU, which specialise in automotive services where professional consumers are more common, have effectively leveraged BOAS to gain a competitive advantage, demonstrating the importance of aligning retail strategies with customer profiles.

From an environmental perspective, the BOAS model presents both opportunities and challenges. Centralising assembly processes within physical stores can reduce waste and energy consumption by minimising the need for excessive packaging and long-distance transport. This approach also reduces the carbon footprint associated with dispersed, individual assembly, aligning with broader sustainability goals. However, this benefit must be weighed against the potential for increased travel emissions if consumers need to make multiple trips for assembly services, highlighting the need for a balanced approach.

In conclusion, while the BOAS model holds promise as a flexible, customer-centric retail strategy, its successful implementation requires a careful assessment of consumer demographics, cost structures, and environmental impacts. As Lipan Feng, the study’s corresponding author, points out, firms must navigate complex pricing dynamics, as introducing BOAS can lead to higher retail prices in online channels, potentially suppressing demand. This nuanced understanding underscores the importance of aligning operational decisions with long-term strategic goals, ensuring that the benefits of BOAS extend beyond mere convenience to encompass financial sustainability and environmental responsibility. As the retail landscape evolves, such insights will prove invaluable for businesses seeking to thrive in an increasingly interconnected marketplace.

More information: Lipan Feng et al, Effects of the buy-online-and-assemble-in-store approach: Implications for firms, consumers, and environment, Sustainable Operations and Computers. DOI: 10.1016/j.susoc.2025.03.001

Journal information: Sustainable Operations and Computers Provided by KeAi Communications Co., Ltd.

Why Credit Ratings Matter for Managing CEO Ambition in Acquisitions

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Recent research has highlighted the powerful influence of credit ratings on the behaviour of overconfident chief executives, particularly when making high-stakes corporate decisions like mergers and acquisitions (M&A). The study, led by Bangor University in collaboration with Heriot-Watt University, Vlerick Business School, and the University of Aberdeen, reveals that a company’s creditworthiness can significantly shape how its leaders act, especially when faced with the prospect of significant financial transactions. This comprehensive analysis, based on data from 916 US firms rated by S&P (previously Standard & Poor’s) between 2006 and 2019, underscores the critical role of credit rating agencies as external monitors of executive behaviour.

Unlike traditional governance structures, which often struggle to rein in the risk-taking tendencies of powerful CEOs, credit ratings offer a more direct and financially impactful form of oversight. Lead author Dr Shee-Yee Khoo, a Lecturer in Finance at Bangor University, explained that the potential threat of a downgrade can make even the most self-assured executives pause before committing to aggressive acquisitions. “Our research shows that when companies risk a credit downgrade, even overly confident chief executives are more likely to think twice before making risky acquisitions,” she said. This reflects that credit ratings influence the cost of borrowing and the strategic calculus behind major corporate decisions.

The study found a clear pattern: overconfident CEOs tend to increase acquisition activity when their companies enjoy rising credit ratings, taking advantage of cheaper debt. However, these same leaders become noticeably more cautious when faced with a downgrade. Specifically, firms led by overconfident CEOs that risked a downgrade from ‘investment grade’ – indicating relatively low default risk – to ‘speculative grade’ – suggesting a higher risk of default – experienced a 15.7 percentage point drop in the likelihood of pursuing acquisitions compared to their more cautious counterparts. This dramatic shift highlights the powerful psychological impact of potentially losing access to low-cost financing.

Co-author Patrycja Klusak, a Professor of Accounting and Finance at Heriot-Watt University, emphasised that this behavioural change underscores the unique role of credit ratings in corporate governance. “The threat of a doubt tempers even the boldest executive impulses,” she noted, pointing out that while overconfidence can drive innovation and bold strategy, it also increases the risk of poorly timed or misjudged acquisitions. For these leaders, the fear of losing their firm’s favourable credit status can be a crucial brake, encouraging more measured decision-making.

Professor Thanos Verousis of Vlerick Business School further noted that credit ratings do more than reflect a company’s financial health—they actively shape executive strategy. “Credit ratings are more than passive indicators for investors,” he explained. They serve as a form of external control that can show how executives think about risk and opportunity, particularly when traditional corporate governance mechanisms fall short. This insight is critical given that many standard governance structures are often insufficient to contain the risks associated with overconfident leadership.

Dr Huong Vu, a Lecturer in Finance at the University of Aberdeen, added that this study provides a more nuanced perspective on how credit ratings influence executive decision-making. “Our research shows that even overconfident CEOs cannot ignore the signals sent by credit rating agencies,” she said, noting that this external pressure can steer them towards more sustainable, value-enhancing investments. This is crucial, as overconfident managers often overestimate their ability to create value, underestimate risks, and favour debt over equity, making them especially sensitive to changes in their firm’s credit status. As M&A remains a vital but risky avenue for corporate growth, understanding these psychological and financial dynamics is more important than ever.

More information: Shee-Yee Khoo et al, Restraining Overconfident CEOs Through Credit Ratings, European Financial Management. DOI: 10.1111/eufm.12557

Journal information: European Financial Management Provided by Heriot-Watt University

Understanding the Global Economic Elite: 10 Key Findings

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The global economic elite holds immense power, shaping markets, influencing national policies, and directing the flow of capital worldwide. But who exactly belongs to this influential group, and how do their backgrounds vary across different countries? A groundbreaking new resource, the World Elite Database (WED), provides fresh insights into this question. Compiled by an international team of researchers, the database covers over 3,500 individuals from 16 countries, representing a third of the global population and more than half of its GDP. It includes a wealth of personal details, such as gender, age, education, and place of birth, providing a rare look into the lives of the people at the helm of the global economy.

While the database reveals significant commonalities among the global elite, it also highlights striking national differences. For instance, the average age of the economic elite varies considerably by region. In the United States, where many established corporations dominate the economy, the median age is 62. Meanwhile, in China and Poland, the median age is notably younger at 55, reflecting the rapid rise of tech entrepreneurs and self-made billionaires in these economies. This generational divide suggests that economic growth patterns and cultural attitudes towards entrepreneurship significantly shape the profiles of national elites.

The data also exposes stark contrasts in educational backgrounds. A master’s degree is the most common level of education among the elite in most countries, except in Argentina, Italy, and the UK, where a bachelor’s degree is more prevalent. Surprisingly, only 5 per cent of Sweden’s economic elite hold doctoral degrees, compared to 35 per cent in Germany, which leads the pack, followed closely by Poland, China, Switzerland, the US, and Finland. Moreover, the field of study plays a critical role, with economics dominating most countries. However, engineering holds a slight edge in China and Finland, reflecting these nations’ focus on technological and industrial innovation.

Birthplace also plays a critical role in shaping the pathways to power. Nearly half of the elite in China come from small villages, which contrasts with the more urban origins typical of many Western nations. Additionally, just 1% of China’s economic elite were born abroad, compared to 20–36% in countries like the United States, Denmark, Switzerland, and Chile. The UK stands out even more dramatically, with 45 per cent of its elite born outside the country, highlighting the impact of its long history as a global trading power and its enduring connections to former colonies.

Overall, the World Elite Database provides a fascinating window into the lives of the people who hold the reins of the global economy. It reveals the surprising diversity and the persistent commonalities among the world’s wealthiest and most influential individuals. As this unique resource grows, it promises to offer even deeper insights into how power, privilege, and opportunity shape the global economic landscape.

More information: Felix Bühlmann et al, Varieties of Economic Elites? Preliminary Results From the World Elite Database (WED), British Journal of Sociology. DOI: 10.1111/1468-4446.13203

Journal information: British Journal of Sociology Provided by Lund University

SFU Study Highlights Workplace Culture as Crucial for Open Mental Health Conversations

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A recent study from Simon Fraser University challenges the widely held assumption that organisations have little influence over whether employees disclose mental health concerns. Despite the prevalence of mental health issues, with World Health Organisation data indicating that 15 per cent of adults experience such challenges, many organisations still see disclosure as a profoundly personal choice beyond their control. This perspective persists even in workplaces with established mental health programmes and resources, where support is often seen as secondary to an employee’s comfort with disclosure.

However, this assumption is directly contested by the study’s lead author, Zhanna Lyubykh, an assistant professor at the Beedie School of Business. “That’s just not what we saw in the data,” she asserts. Organisations can do a lot to encourage employees to disclose. Much comes down to employee perceptions of how their disclosure will be managed, within an organisation’s control. According to the study published in Human Resource Management, employees were 55 per cent more likely to disclose mental health concerns when they perceived their organisation as genuinely supportive. This finding challenges the notion that disclosure is a fixed, individual decision, instead positioning it as a dynamic response shaped by workplace culture.

The study highlights the crucial role that organisational support plays in fostering open communication about mental health. Lyubykh emphasises that a supportive workplace goes beyond simply avoiding discrimination or stigma. It is a place where employees feel their concerns will be heard and addressed meaningfully, and where accessing available supports feels straightforward and beneficial. This perspective reframes mental health support as a collective responsibility, directly tied to workers’ day-to-day experiences rather than just formal policies.

Much of this comes down to what Lyubykh describes as “social supports” — the subtle, often unspoken signals within a workplace that shape how safe employees feel discussing mental health. These signals include how managers and colleagues talk about mental health, how previous disclosures have been handled, and whether those who come forward receive meaningful support without undue bureaucratic hurdles. “People notice things and log them, sometimes consciously, sometimes not,” she explains. “Did a colleague who recently disclosed a mental health concern get sidelined for a promotion? Are open, supportive conversations about mental health happening regularly? Did it take a co-worker an unreasonable amount of time and paperwork to access the support they needed, only to find it lacking?”

This more profound understanding of workplace culture extends beyond mere policies to the lived realities of employees. Lyubykh’s research, which included two extensive survey-based studies, examined both employees’ willingness to disclose and the actual rates of disclosure and the impact of perceived support on broader organisational outcomes. The results were precise: low disclosure rates and poor perceptions of support were linked to higher absenteeism, increased anxiety, and lower overall performance, directly affecting an organisation’s bottom line. On the other hand, workplaces perceived as supportive saw tangible benefits, including reduced turnover, higher morale, and improved productivity.

With so much at stake, Lyubykh encourages organisations to assess and improve their workplace environments actively. She suggests adapting existing employee surveys to include specific questions about mental health, providing a concrete benchmark for tracking progress over time. “Organisations have both the responsibility and the power to make meaningful change,” she argues. “Change starts at the leadership level, where culture is shaped and reinforced. By creating environments where employees feel genuinely supported, organisations can not only reduce turnover and absenteeism but also foster a culture of trust and openness that benefits everyone.”

More information: Zhanna Lyubykh et al, Facilitating Mental Health Disclosure and Better Work Outcomes: The Role of Organizational Support for Disclosing Mental Health Concerns, Human Resource Management. DOI: 10.1002/hrm.22310

Journal information: Human Resource Management Provided by Simon Fraser University

Seeking Purpose in Work? The Journey May Be Tougher Than You Think

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A decade-long study of snowsport instructors has offered fresh insights into what it means to pursue a career driven by passion rather than profit. As more workers move away from traditional nine-to-five roles in favour of more flexible and meaningful careers, this research, published in the International Journal of Research in Marketing, explores the experiences of those who have left conventional jobs to follow their love for snow sports. It reveals that while the allure of turning a beloved hobby like skiing into a career is strong, the reality can be challenging, demanding significant personal and financial sacrifices.

Dr Marian Makkar, a senior lecturer in marketing at RMIT University and co-author of the study, noted that many participants abandoned their routine day jobs in search of a more fulfilling path. “Escaping the daily grind in search of a more meaningful career was the main motivation, but it didn’t come without sacrifices,” she said. The study found that while these instructors often gain a profound sense of personal growth and fulfilment, they also face financial instability, physically demanding work, and a life of near-constant travel.

The participants in the study, who worked in countries like New Zealand, Japan, and Canada, described a lifestyle centred around their passion for snow sports. They moved from one winter to the next, carrying their lives in just one or two bags, including their essential gear. This nomadic existence required a minimalist approach, a stark contrast to the relatively stable lives of digital nomads, who often aim to reduce their working hours to maximise leisure time. Unlike digital workers who rely on laptops and Wi-Fi, snowsport instructors are deeply tied to the unpredictable rhythms of the seasons and the physical demands of their craft.

Financial sacrifices were a recurring theme in the study, with many instructors earning just enough to sustain their lifestyle. Some participants eventually returned to more conventional jobs, finding the financial instability and physical strain too demanding as they aged or sought more permanent roots. One instructor recalled a conversation from their university days: “You could be a CEO, earn $300,000 a year, and take a month off to ski,” their professor said. “Or,” they responded, “I could ski every day and still afford to eat and pay my rent. That’s really all I need.” This sentiment captures the trade-off many face when choosing passion over profit.

Makkar noted that this pursuit of meaningful work reflects a broader shift in the modern workforce. As employees increasingly prioritise personal growth and life satisfaction over financial gain, employers are challenged to adapt. “For employees, there’s never been a better time to demand flexibility or consider leaving conventional roles for careers that offer more meaning,” she said. However, the study also warned that companies resisting this trend may struggle to retain talent, potentially facing a productivity dip.

Ultimately, the study highlights the rewards and challenges of turning a passion into a career. While the path may be unpredictable and financially uncertain, it offers a profound sense of purpose for those willing to embrace the risks. Makkar observed, “Happiness can be fleeting, but the sense of accomplishment and personal growth that comes from pursuing meaningful work can provide long-term satisfaction.” For many, this trade-off remains worth the sacrifices, even if it means choosing a less stable but more fulfilling path.

More information: Ann-Marie Kennedy et al, Eudaimonic consumption careers, International Journal of Research in Marketing. DOI: 10.1016/j.ijresmar.2025.03.007

Journal information: International Journal of Research in Marketing Provided by RMIT University

Finding Common Ground: Sustainable Solutions for Climate, Economy, and Justice

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As the scientific community continues to uncover the profound impacts of climate change, one theme has become abundantly clear: its consequences are not distributed equally. Disadvantaged communities worldwide often bear the brunt of climate-related disruptions, from extreme weather and food insecurity to deteriorating public health. At the same time, these communities can face significant costs when implementing climate solutions, creating a complex landscape where the push for a sustainable future can inadvertently deepen social inequities. However, recent research from the University of Michigan offers a cautiously optimistic view, suggesting that climate action can be pursued in a way that simultaneously advances social justice.

Led by Peter Reich, a professor at the U-M School for Environment and Sustainability (SEAS) and director of the Institute for Global Change Biology, the study explores the potential for climate policies to deliver both environmental and social benefits. Reich emphasises that the narrative of inevitable sacrifice for low- and middle-income nations moving toward renewables is inaccurate. “There is a common perception that poorer countries must follow the same polluting path that wealthier nations once took to achieve economic growth,” Reich explained. “But we’re seeing examples of nations managing to decarbonise while simultaneously improving well-being and reducing income inequality.”

The study, published in the Proceedings of the National Academy of Sciences, sought to synthesise findings from hundreds of research articles and extensive Intergovernmental Panel on Climate Change (IPCC) reports. Rather than attempting to rank countries based on their climate performance, the research team aimed to uncover broader insights into whether it is possible to pursue climate mitigation in an effective and socially just manner. The data revealed several encouraging trends. For instance, the team identified thirteen low-to-medium-income countries that have increased their use of renewable energy while simultaneously boosting average incomes and reducing inequality over the past three decades.

However, the researchers also acknowledge the significant challenges that remain. Large-scale renewable projects like hydroelectric dams can come at a steep social cost. For example, Indigenous communities have at times been displaced from their ancestral lands to make way for such developments, highlighting the need for careful planning and consultation to avoid further marginalisation. This tension, where climate mitigation can inadvertently lead to new forms of inequality, was a significant inspiration for the team’s work. They aimed to build a more comprehensive framework for understanding the complex interactions between climate action and social equity.

Despite these challenges, Reich argues that the broader picture remains hopeful. “There’s a persistent belief that transitioning to renewable energy will stifle economic growth or lead to widespread hardship in poorer countries,” he said. “But our findings challenge this view. We’re seeing real-world cases where investments in renewables are not just compatible with economic progress but are actively improving quality of life, reducing pollution, and lowering income inequality – a true ‘win-win-win’ scenario.”

Yet, Reich believes this optimism should not let wealthier, high-emission nations off the hook. Countries like the United States are still responsible for decarbonising rapidly if global climate targets are to be met. “Every decade of delay increases the economic toll of climate change,” Reich noted, pointing out that the costs of inaction continue to mount even as the price of renewable technologies falls. “We aren’t wide-eyed idealists,” he concluded. “The international community hasn’t solved this problem yet and won’t do so overnight. But there is a credible path forward – one that can slow and eventually stop climate change while enhancing environmental justice and, in many cases, saving money.”

More information: Peter Reich et al, Mitigation justice, Proceedings of the National Academy of Sciences. DOI: 10.1073/pnas.2411231122

Journal information: Proceedings of the National Academy of Sciences Provided by University of Michigan

Green Shoppers Value Style and Brands, with Finnish Consumers Favouring Simplicity

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Researchers recently examined the purchasing behaviours of green and non-green consumers in Finland, Sweden, and the United Kingdom, aiming to understand how attitudes towards sustainability align with broader consumer profiles. The study considered factors influencing buying decisions, including income level, product quality, local production, price, brand appeal, and fashionability. By comparing these factors, the researchers sought to reveal the underlying motivations that drive green purchasing behaviour and the barriers that prevent broader adoption of sustainable choices.

Finland emerged as a distinctive leader in green consumption, setting itself apart with a unique subgroup known as modest green consumers. Unlike their premium counterparts, these modest green shoppers place a high value on ecological awareness but are less concerned with brand prestige, fashion trends, or product quality. This group, found exclusively in Finland, tends to be older, with lower average incomes, and predominantly female. This demographic reflects a mindset where sustainability is prioritised over status, possibly linked to the country’s agrarian roots and a cultural emphasis on resourcefulness.

Interestingly, the distribution of green consumers varies significantly across the three countries. In Finland, slightly more than a quarter of all consumers prioritise greenness in their purchasing decisions, roughly split between premium green consumers, who care about sustainability and quality, and the more frugal, modest green segment. The share of premium green consumers in Sweden is notably smaller, at just under one-fifth. In contrast, only 12% of consumers in the United Kingdom fall into this category, highlighting a significant disparity in green consumer engagement.

Professor Terhi-Anna Wilska, the principal investigator, observed an intriguing trend: “It is interesting that green consumers today often care about brands and fashionability, even though their overall share remains relatively small.” She also highlighted the uniqueness of the modest green group in Finland, suggesting that this mindset may be rooted in the country’s agrarian heritage, where older generations continue to prioritise ecological values over more modern, status-driven concerns. This finding suggests that cultural background and historical context significantly shape consumer attitudes towards sustainability.

Despite this strong green awareness in Finland, many consumers remain indifferent to ecological considerations. Slightly over one-fifth of all Finnish consumers fall into the non-green category, displaying little concern for the environmental impact of their purchases. Surprisingly, this figure is even higher in Sweden, where more than a quarter of shoppers ignore sustainability in their buying choices. In contrast, the United Kingdom has a smaller share of non-green consumers, with fewer than one in six adopting this approach, indicating a potentially more widespread cultural acceptance of sustainability, albeit on a smaller scale.

The study challenges some conventional assumptions about the barriers to green consumption. According to Wilska, “It is a general belief that most consumers would prefer to buy ecological products, but that practical constraints like price and lack of knowledge stand in the way. However, our findings suggest that for a significant portion of consumers, the barrier is more about attitude than practical limitations – a point that warrants further investigation.” This insight shifts the focus from purely economic or informational barriers to a deeper consideration of cultural values and consumer mindsets, suggesting that promoting sustainable consumption may require more than just making green products affordable and visible.

More information: Terhi-Anna Wilska et al, Profiles of green and non-green consumers: A three-country study, Cleaner and Responsible Consumption. DOI: 10.1016/j.clrc.2025.100260

Journal information: Cleaner and Responsible Consumption Provided by University of Jyväskylä – Jyväskylän yliopisto

Rethinking Employee Evaluations: How Two-Point Scales May Cut Racial Bias

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The plumber has just left after patching that stubborn leak in the basement. Moments later, your phone pings with a request to rate their service. It’s a familiar scene: if the job wasn’t terrible, do you rate it three, four, or five stars? According to new research from the University of Toronto’s Rotman School of Management, this seemingly straightforward decision can carry unintended consequences. Multi-point rating systems, like the familiar five-star scale, are not just prone to subtle, often unconscious racial bias but can have significant financial impacts on non-white workers.

Drawing on data from a real-world home maintenance matching service, researchers at Rotman found that white workers received higher average ratings than their non-white counterparts. The numbers reveal a troubling pattern: white workers earned top ratings 86.9% of the time, while non-white workers only achieved the same score 83.4% of the time. Though this gap may seem minor, it significantly affects earnings and career prospects over time. Even a slight difference in ratings can lead to substantial financial losses when pay is directly tied to average ratings, as is often the case in gig economies where workers rely on customer reviews for their livelihoods.

In the pay structure of the service studied, workers’ earnings were directly tied to their average ratings, meaning a slight but consistent rating disadvantage translated into significant financial disparities. The researchers estimated that under this system, non-white workers ended up earning just 91 cents for every dollar made by white workers. This pay gap arises not from explicit discrimination but from the cumulative effects of subtly biased evaluations, which can profoundly impact over time. As Katherine DeCelles, a professor of organisational behaviour at the Rotman School, explains, “While the objective difference, on average, between white and non-white worker ratings is very small, it matters because of the impact it has on income, highlighting the importance of structure and organisational design for racial equality at work.”

Unlike overt racism, which might involve a customer refusing to hire a non-white worker outright, these subtle biases are more problematic to identify and address. They often manifest even when individuals do not consciously intend to discriminate. Embedded within seemingly neutral rating systems, this bias can be especially insidious because it influences financial outcomes without being immediately apparent, making it challenging for platforms to detect and correct. However, the research suggests that simple changes in rating design can help counteract this problem.

For instance, when the platform being studied switched from a multi-point scale to a simpler, two-choice system — asking customers only if they would use the contractor again (essentially a thumbs-up or thumbs-down) — the racial gap in top ratings virtually disappeared. New workers who joined the platform after this switch saw no significant racial differences in earnings for similar jobs, indicating that simplifying rating structures can effectively mitigate these biases. Further experiments, using real-world data and controlled online simulations, reinforced this finding, showing that participants with subtle biases produced more equitable ratings when given only two options, rather than a range of subjective choices.

Given the growing importance of digital rating systems in the gig economy, the researchers recommend that platforms adopt simpler, two-choice rating structures and regularly audit their systems for bias. They also suggest alternative methods for customers to offer nuanced feedback that does not directly impact worker pay, ensuring fairer treatment for all workers. As Prof. DeCelles notes, focusing on whether a job was good or bad, rather than asking customers to quantify quality on a scale, can help strip out the subtle, often unrecognised biases that can affect ratings — and, by extension, livelihoods.

More information: Katherine DeCelles et al, Scale dichotomization reduces customer racial discrimination and income inequality, Nature. DOI: 10.1038/s41586-025-08599-7

Journal information: Nature Provided by University of Toronto, Rotman School of Management

The Hidden Waste of Healthy Foods: How Perception Shapes Disposal Choices

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Despite growing efforts to reduce food waste, healthy foods are discarded at disproportionately high rates, mainly due to widespread consumer misconceptions. A recent study published in the Journal of Marketing reveals a critical insight into this issue: consumers are significantly more likely to throw away healthy foods nearing expiration than less healthy items. This tendency is driven by the mistaken belief that more nutritious foods spoil faster, even when this is not necessarily the case. This perception influences purchasing, storage, and disposal behaviours, ultimately contributing to greater waste of nutritious items.

The study, titled “To Dispose or Eat? The Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods,” was conducted by Christine Kim from Hong Kong Polytechnic University, Young Eun Huh from Yonsei University, and Brent McFerran from Simon Fraser University. It explores the profound influence that perceived healthiness exerts on food disposal decisions. According to the researchers, consumers often equate healthiness with perishability, assuming that foods marketed as fresh, organic, or minimally processed are inherently more fragile. This false association drives them to discard these items sooner, even when they remain safe to eat.

Christine Kim, one of the study’s lead authors, explains that this misconception extends beyond expiry dates. It shapes broader consumption patterns, influencing everything from initial purchase decisions to the likelihood of consuming leftovers. “We find that healthy foods are often judged as more perishable, even when they aren’t,” Kim notes. This bias leads consumers to demand steeper discounts on healthy items as they approach their expiration dates, further reducing the likelihood that these foods will be sold before they spoil. This behavioural pattern not only inflates household food waste but also undermines the financial viability of healthier food options, making them less attractive to retailers and consumers.

Moreover, the study highlights the impact of these biases on leftover consumption. When faced with a choice between consuming healthy and less healthy leftovers, consumers are often quicker to discard the former, viewing them as riskier. This tendency reinforces a cycle of waste that disproportionately affects nutritious items. The researchers argue that this pattern reflects a deep-seated cultural bias that equates healthiness with fragility and risk, despite the lack of scientific evidence to support this view. The result is a troubling paradox: the foods most beneficial to our health are also the most likely to be wasted.

The authors recommend several strategies for marketers and policymakers to address this challenge. For instance, retailers could consider packaging designs that communicate the durability of healthy foods, challenging the misconception that these items spoil faster. Likewise, consumer education campaigns could be developed to correct these misunderstandings, encouraging more accurate perceptions of food freshness and safety. Dynamic pricing models that account for these biases might also prove effective, providing incentives for consumers to purchase and consume healthy items before they expire without resorting to deep discounts that cut into profit margins.

Ultimately, the researchers stress that tackling these misconceptions is not just a matter of reducing waste but also a crucial step toward promoting healthier diets and more sustainable food systems. As Kim concludes, “This isn’t just a sustainability issue. Reducing waste of healthy foods can also make healthier diets more accessible and affordable for consumers.” By addressing the psychological barriers leading to premature disposal, marketers and policymakers can contribute to a more sustainable and health-conscious society, aligning public health goals with broader environmental objectives.

More information: Christine Kim et al, To Dispose or Eat? The Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods, Journal of Marketing. DOI: 10.1177/00222429241299392

Journal information: Journal of Marketing Provided by American Marketing Association

Survey Suggests Companies Benefit from Staying Out of Political Controversies

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While customers often appreciate companies that share their values, less is known about how they respond when businesses take explicit positions on politically divisive topics. This question has become particularly relevant as more firms face pressure to engage with social and political issues, often from their customer base and workforce. A recent study published in the Strategic Management Journal seeks to fill this gap by examining how individuals react to different forms of corporate political communication. It considers the impact of taking a clear ideological stance and the potential benefits of staying apolitical or remaining silent. The findings offer valuable guidance for businesses seeking to navigate these complex dynamics.

The research was conducted by Tommaso Bondi of Cornell University, Vanessa C. Burbano of Columbia Business School, and Fabrizio Dell’Acqua of Harvard Business School. The team sought to better understand how companies choose to engage, or not engage, in political discourse to influence public perception. Importantly, the researchers wanted to differentiate between firms that explicitly declare a neutral, apolitical stance and those that remain silent—two approaches that, while seemingly similar, may elicit quite different responses from the public.

As Burbano explains, this distinction is critical for corporate strategists: “It’s not necessarily the same for a company to explicitly say, ‘We’re not going to engage in politics,’ versus simply staying silent. These are potential strategies, but they may be interpreted differently by the public, depending on the context.” This subtle difference can significantly affect brand reputation, particularly when consumers increasingly expect transparency and authenticity from the companies they support.

To test these ideas, the researchers conducted two survey-based vignette experiments between November 2020 and January 2021, a period marked by intense political polarisation in the United States, including the presidential election and the Capitol riots. The first experiment manipulated respondents’ perceptions of hypothetical companies by varying the firms’ expected political leanings (left, right, or centrist) and their chosen communication strategies. Whether they took a clear political stance, explicitly declared neutrality, or decided to remain silent. In the second experiment, the researchers added another layer, exploring whether firms’ stances were accompanied by promises of financial support, potentially amplifying the impact of their political messaging.

The results of the studies were revealing. For deeply polarising issues, the researchers found that companies adopting overtly partisan stances risked a backlash that generally outweighed any positive response from like-minded consumers. This effect was powerful for firms perceived as traditionally neutral, where even a mild political statement could sharply alter public perception. In contrast, companies that communicated a deliberately apolitical stance generally received more positive evaluations, especially among Republicans and Independents, suggesting that a clear, nonpartisan message can be a safer choice for brands hoping to maintain broad appeal.

However, the researchers also discovered that staying silent does not necessarily preserve a company’s neutral image. Bondi notes that context is critical here: “Silence might not always be perceived as neutral. If you’re a tech company in Silicon Valley or an oil firm in Texas, people may still assume a political alignment based on your industry or geography.” This means that, in some cases, explicitly stating an apolitical position can be more effective in maintaining a balanced brand reputation than saying nothing.

Interestingly, the study also found that when it comes to less polarising issues — where public opinion is more homogeneous — firms can benefit from aligning their messaging with the majority view, especially if a financial commitment backs this stance. This approach can strengthen positive perceptions, as it signals conviction and a willingness to act on stated values, reinforcing the message’s authenticity.

Overall, the study’s findings suggest a cautious path forward for companies navigating the increasingly fraught terrain of political communication. For many businesses, explicitly adopting an apolitical stance may offer the best path to preserving customer loyalty and brand trust in a divided marketplace. As Burbano reflects, “If there’s a way to shift public perception from viewing your company as ideologically aligned to one that prioritises customer welfare and broader societal good, our research suggests that this is likely the most sustainable long-term strategy.”

More information: Tommaso Bondi et al, When (not) to talk politics in business: Experimental evidence, Strategic Management Journal. DOI: 10.1002/smj.3684

Journal information: Strategic Management Journal Provided by Strategic Management Society