Fazer research: The majority of Finns wish to see more kindness in the world

This year, the beloved Karl Fazer Milk Chocolate celebrates its 100th anniversary. To mark the occasion, Fazer charted Finns’ views on kindness. According to the study*, Finns do and experience kind deeds in their daily life but more kindness is needed.

“Kindness is an important theme for Karl Fazer Milk Chocolate because if not for a friendly favour, this beloved milk chocolate wouldn’t exist,” says Markus Hellström, Managing Director at Fazer Confectionery.

According to the study commissioned by Fazer and conducted by IRO Research, 88% of Finns believe that the world needs more kindness. Young respondents, in particular, agree with the statement (92%).

“You can start by doing good deeds yourself because kindness is something you can learn. Even the smallest selfless gesture can communicate to others the thing that we all need: I see you and you are valuable!” emphasises psychotherapist Emilia Kujala.

The best way to add good to the world is to pay it forward. “It has been even scientifically proven that witnessing a selfless act increases motivation to do good deeds,” says Kujala.

How kind a people are we?

According to the recent study commissioned by Fazer, Finns feel that they cultivate kindness on a regular basis, and 70% of respondents say that they do kind deeds every week. A slightly greater share (76%) feel that they have been treated kindly within the past week. In all, 64% of the respondents think that kindness is part of Finnish identity, and especially those over 55 feel this way (70%).

Half of the respondents (51%) think it’s important for them that others perceive them as a kind person. The global situation is also reflected on the thoughts on kindness because approximately 60% of Finns feel that the significance of kindness has increased in this age. Young people aged 18–24, in particular, agree with the statement (69%).

Finns identify poet, spouse of the President of Finland Jenni Haukio as a prime example of kindness (21%). Other public persons who were considered as role models of kindness include, with almost similar scores, musicians Juha Tapio (9%), Elastinen (8%), and Diandra (7%), as well as ice-hockey professional Marko “Mörkö” Anttila (7%).

According to the study, people want to see good deeds emphasising the different sectors of sustainability from companies and organisations. Respondents mention transparency, justice, looking after people and the environment, and helping those in need.

The Karl Fazer Milk Chocolate anniversary encourages to do good

During the 100th anniversary year of Karl Fazer Milk Chocolate people are encouraged to do kind deeds.

“It’s everyone’s responsibility to be kind to one another. We hope that many people will join and spread the kindness during this anniversary year. Kindness generates kindness, and little streams make big rivers,” reminds Markus Hellström.

The beloved milk chocolate will also be decorated with a new wrapper. Inside he wrapper, you can find ideas of acts of kindness for taking part in the Karl Fazer Milk Chocolate kindness challenge.

Research highlights:

• According to the majority (88%), the world needs more kindness, this was especially the opinion of young people aged 18–24 (92%). Up to 63% fully agreed that the world needs more kindness.

• Of the respondents, 70% say that they do kind deeds every week. Those over 65 years of age do the least kind deeds according to their own opinion (57%). The age group that says they do the most kind deeds is 35–44 (80%).

• A greater share of people, 76%, feel that they are treated kindly. Of young people (aged 18–24), 91% feel that they had been treated kindly in the past week whereas the share was the lowest with those aged 45–54 (72%).

• In all, 64% feel that kindness is part of Finnish identity, especially those over 55 (70%) agree with this statement, whereas young people agree least with this.

• For younger age groups of 18–24 (64%) and 25–34 (63%), it is more important that others find them kind than it is for older age groups (43% of those aged over 65). Almost one in three (29%) respondents aged 18–24 fully agreed with the statement that it is important for others to think that they are kind.

• Of all respondents, 60% think that the significance of kindness has increased in this age, this was especially the opinion of young people (aged 18–24) 69%.

Fazer charted Finns’ views on kindness. IROResearch Oy conducted the “Tuhat suomalaista” (1,000 Finns) survey by collecting data online via the company’s own national consumer panel. To make the sample representative of the entire Finnish population, it was weighted by age and gender, as well as the type and region of the respondent’s place of residence. The total number of respondents was 1,000. The data was collected between 14 and 22 June 2022.The maximum statistical margin of error is approximately + 3.2 percentage points.
 

Further information:

Liisa Eerola, Head of Communications, liisa.eerola@fazer.com, tel. +358 44 710 8860

The Fazer media phone line is open Mon–Fri from 8 am to 4 pm, media@fazer.com, tel. +358 40 668 2998

Images: www.fazergroup.com/media – Public Image Bank - Finland - Fazerin Sininen 100

Campaign website: https://www.fazerinsininen.fi/,  to read an article on kindness by Emilia Kujala, among other things. 

Fazer Group

Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. Our mission, Food with a purpose, builds on our strong 130-year heritage, consumer first approach and innovations to create the sustainable food solutions of the future. With our dedicated team of professionals, we focus on fast-moving consumer goods and our direct-to-consumer business in the Nordics, Baltics, and beyond with exports to some 40 different countries Fazer’s operations comply with its Code of Conduct that is based on the Group’s values and the UN Global Compact. In 2021, Fazer Group had net sales of 1.1 billion euros and employed approximately 8,000 people.

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