Consumers Glimpsing Beyond the Shadows: Connecting Futures Consciousness, Environmental Risk Perception, and Well-being

The accelerating ecological crisis, characterized by climate change, biodiversity loss, and widespread environmental degradation, poses profound challenges for both human well-being and nature (Amel et al., 2017; Dasgupta, 2021; Díaz et al., 2019; IPBES, 2019). These global threats are psychologically complex and often perceived as distant and abstract, which can hinder meaningful engagement and action. This study investigates how futures consciousness, defined as the capacity to envision and prepare for alternative futures (Ahvenharju et al., 2018), relates to environmental risk perception (Lalot et al., 2025; van der Linden, 2015) and well-being (Huta & Ryan, 2010) among consumers. Drawing on insights from futures studies, environmental psychology, and transformative consumer research, the study aims to deepen the understanding of how consumers navigate uncertainty and imagine pathways toward a sustainable life amid global environmental threats. 
Using a nationally representative dataset from Finland (N=2000) collected in 2024, the study examines perceptions of two critical drivers of the ecological crisis: climate change and biodiversity loss. Consumers completed measures of futures consciousness, perceived environmental risk, and multidimensional well-being. Structural equation modeling revealed that futures consciousness was positively associated with well-being, suggesting that a forward-looking mindset can foster resilience and hope. At the same time, consumers with higher futures consciousness also reported greater awareness of environmental risks. This heightened risk perception, in turn, was linked to lower well-being, underscoring the psychological complexity of environmental engagement.
Our findings highlight the dual role of futures consciousness. It can inspire proactive responses to biodiversity decline and climate disruption, yet also amplify concern in ways that challenge well-being. By illuminating these dynamics, the study offers a framework for promoting ecological responsibility and psychological resilience. Ultimately, cultivating futures consciousness emerges as a key strategy for safeguarding human well-being and nature, reinforcing the moral imperative to act for the benefit of future generations and the planet.