I started this blog as something to base my own motivation for embracing a more conscious lifestyle on. Being conscious means being mindful of the effects our decisions have, but being conscious also means being aware of what’s out there, learning new things, changing habits, keeping up-to-date with new developments, embracing a different approach – and this requires knowledge, commitment and time.
The idea was that the blog, alongside Instagram and Twitter, would be an excuse for me to research sustainable and ethical products and explore a more conscious way of living. To encourage and motivate myself to seek out more sustainable options to shopping / eating / living. To hold myself to account and to inspire me to choose something more sustainable over something that isn’t. And it truly has.
As I’ve been taking conscious steps, and embracing a slower way of living, the blog has naturally also become more personal. I’m a natural introvert and the blog was never really meant to explore my personal journey – instead, I wanted it to be a place of inspiration, for anyone and everyone. But I guess, with time, I’ve learnt that my own journey is a way of challenging and reflecting on the society I live in and as this is what I know, I’ve accepted, and become more comfortable with, the role my own being has in the journey and the blog. I don’t know what life is like for anyone else but myself but I’m trying to use my own experiences and thoughts to both build on my own journey, as well as hopefully inspire others. And as I’m thrilled more of you are reading the blog, and as I’ve reached over 1,000 followers on Instagram and over 3,000 on Twitter, I thought it was maybe time to introduce myself a bit more.
This is me
I’m Tove, I’m 33 years old and I live with my boyfriend in a one bedroom flat in a building from 1947 in Stockholm – I was born here but then spent my childhood in the north of Sweden, and moved back to Stockholm after 13 yeas of working and studying in London. I work in communications and social entrepreneurship and I believe in using business to do good in the world – to encourage conscious consumption and sustainable and fair business practices. I’m passionate about sustainability, green cities, sustainable fashion, equality, slow living, and living a more conscious life in general. I enjoy mid-century architecture, long walks, minimalist graphic design, travel, second hand shops, maps, inspiring and progressive journalism and academic writing, minimalist fashion with colourful twists, and having a tidy and organised home.
I’m far from living a fully sustainable life but I see it as an ongoing journey. No one can reach the goal right away and how do we even know what the goal is? But I would say that I’ve reached a half-goal – the one about actually being conscious. Because I am. I’m nowhere near perfect. I buy take-away lunches sometimes, I’m not zero waste at home, I still buy fast fashion every now and then if there’s something specific I need quickly that I can’t find anywhere else that I can afford, I could reduce my meat and dairy intake more, I fly quite a lot, and I don’t always compost food waste. But I’m conscious. I think about these things, I try to find better alternatives and I try to make the most sustainable decision as often as I can.
The ongoing journey
Since starting the blog about two and a half years ago I’ve seen an increasing interest in these issues – in London, in Sweden and worldwide – of course because of my increasing number of followers but also from what I follow and read myself. The conscious consumption, ethical fashion, green living community has given me so much inspiration and so many tips on what to buy and how to think when trying to live a more conscious life. And I hope what I’m writing about, thinking about, is also inspiring others. Because the idea was always to inspire instead of pointing fingers. I don’t believe there is one way to live more sustainably, and it will never become mainstream if we make it out that there’s only one way to live. Because people are different, and live in different circumstances, and are able to more or less think about these things. Finding your way is key. And of course, buying less stuff. And taking pride in it. Seeing it as an opportunity to do some good rather than a sacrifice where you’re having to give up something you love or completely change the way you live.
Embracing slow living has been the most fulfilling part of this journey so far, especially as I believe it’s key for at least my conscious journey. Our western lifestyle isn’t sustainable and in Sweden we’re living and consuming as if we had four planets. Even if we’re taking on more sustainable approaches and designing things differently, we can’t just shop our way out of this mess. We need to shop less, and live slower to not consume. Slow living allows us to take a step back and truly consider what we need, and appreciate what we have, and this is a journey I’ve truly enjoyed. It’s helped me find out what I like in terms of design, it’s taught me so much about true sustainability, and it’s helped me prioritising in everything from fashion to my career. I’m happy with where I am on the path towards a conscious lifestyle and I’m excited about where it will continue to take me.