In the last ten years, consumption in Sweden has increased by 25 percent according to Statistics Sweden. The increase has occurred in all consumption categories and in all household categories.

Actually, it is not surprising that Swedish consumption is increasing, as the average Swede is happier to consume more.

In the Swedish population as a whole, the relationship between consumption and happiness is about as strong as the relationship between happiness and employment, happiness and civil status, or between happiness and active leisure.

We are especially happy if what we buy matches our personality. More and more industries are taking advantage of digital footprints to personalize market communications and develop products and services.

Everything to increase our happiness, right?

A prerequisite for increased consumption is the purchasing power of Swedes. It has been strengthened by growing wealth and greater indebtedness.

Increasing the loan-financed consumption through low interest rates and amortization was the policy that "saved" Sweden from the 2007-2008 global financial crisis.

Creditworthy consumers have been able to increase their assets by lending and thus taking advantage of rising property prices and rising prices in the world's financial markets, while less creditworthy consumers have been able to use more short-term SMS loans, bank loans and installment purchases to realize their dreams.

Swedish consumers find it difficult to estimate how much they spend on goods and services.

For example, since 2010, they believe they have reduced their consumption of furniture and furnishings by 4 percent, while sales statistics show an increase of more than 20 percent.

On average, the Swedish consumer spends just under SEK 60 per year on the repair of home electronics, computers, furniture, shoes and home appliances. This is significantly less than 10 years ago.

In recent years, the number of second-hand purchases per person has also decreased. These aspects, combined with the increase in sales of new products, indicate that our economy is still linear.

Since we have become accustomed to high prosperity in society and since consumption seems to generate happiness on an individual level, there is not much to suggest that consumption is declining or that we are moving towards a circular economy.

Sustainable consumption requires an active interaction between politicians, companies and consumers. The consumer must want to choose sustainable. It is both about what and how, but above all about how much is consumed.

In order to be able to consume sustainably, the market also needs to provide sustainable alternatives.

Regulations and legislation need to be reviewed to facilitate the repair of what is broken, such as tax relief in the form of repair deductions. But the question is whether such is in the public interest, in the short term?

Because with your heart, don't many consumers, business executives or politicians want to reduce private consumption? After all, it is almost half our GDP.

We do not want to impair school, care and care? Basically, does the variety, relaxation and enjoyment we can buy weigh a little heavier than the sustainability that is being debated?

But is sustainability an exceptionally good cover to justify our unsustainable living? A modern form of indulgence letter?