This project will define target groups in the population, secure access to the venues where each group is most efficiently engaged and develop messages and influencing activities tailored to group and venue. The methods developed will be rolled out and evaluated in several different environments withing the Gothenburg area, and the most successful approaches will be documented and made available to all Swedish municipalities for maximum impact even after the project is closed.

The project is staffed with senior researchers in the fields of behavioral and digital marketing science, as well as climate effects of textile consumption and waste management. This should ensure positive changes in population habits regarding textile use and waste.