EUROPE | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) SWEDEN Atmosfär | Atmosphere 1.7x YOY growth* 18-34 11% 52% 48% Fashioning the Future Female Male 35-54 48% Sweden is leading the environmental broadly. And to mitigate further damage, 2018 2019 55+ 41% movement on a global scale: Considered one people are supporting emerging brands 33 of the most sustainable countries on Earth, that set a new standard for sustainability: Q1 Q2 Q3 Q4 Q1 Q2 35 it accounts for less than 0.2% of total global One company is salvaging wool from local emissions and is aiming to remove fossil fuels sheep farms to produce a limited line of “slow Plast | Plastic in cars by 2030. So it comes as no surprise that fashion” garments that are made to last with people in Sweden are pioneering sustainable high-quality materials. Another company is fashion trends. working with cotton farmers to reduce their 1.1x YOY growth* 18-34 13% 36 60% 40% water and chemical use in denim production. Female Male Recognizing fashion’s astronomical levels 35-54 49% of carbon, water and plastic waste, Sweden The world has always looked to Sweden 34 canceled Stockholm’s fashion week this year for style, and now we can look to them for to draw attention to the industry’s effects on sustainable fashion as well. 2018 2019 55+ 38% the atmosphere and the environment more Q1 Q2 Q3 Q4 Q1 Q2 Bomull | Cotton 1.5x YOY growth* 18-34 10% 33 “Sweden tackles climate change,” Sweden.se, October 5, 2018. 77% 23% Female Male 34 “Sweden scraps Stockholm Fashion Week due to environmental concerns,” Euronews, July 3, 2019. 35-54 55% 35 Lucy Sheriff, “A Small Swedish Startup Wants To Tackle A Hypocritical Fashion Industry - With Wool,” Forbes, May 13, 2019. 36 “Swedish fast fashion promises to go sustainable,” Euronews, July 11, 2019. 55+ 35% Source unless otherwise stated: Facebook data, people ages 18+, SE, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 17