Southern Europe vs Northern Europe

On this Blog the rise of 'New Idealism' amongst Europe's twentysomethings has already been discussed. Further proof will be collected once the search into the heart and mind of Europe's twentysomethings gets started. But Kairos Future (a commercial research institute) has also presented some info on 'New Idealism' as a driving force of this generation: "In Europe, the young Spanish and Italians are the most inclined to buy goods from companies that are environmentally friendly". Their report shows that in Scandinavia there's a weaker link between thought and action. An outcome that most people won't expect as the region is famous for its advanced environmental performance. But then again, the mentality of Europe's somethings is strange enough quite unknown to many organisations (companies and governments alike). Did you for instance know that " young Danes are more inclined to treat themselves with some everyday luxury than the EU average and are much less interested in saving their money instead of spending
it"? Well now you do!