• The AI report reveals fashion, tech, and homewares products that, according to Klarna sales data, never go out of style
• Brands that made the list have been rated four or higher in the planet category by Good On You or have received an environmental badge from Clarity AI
• Survey conducted for the report reveals that 62.8% of consumers would use an AI shopping assistant to suggest sustainable product alternatives
• Klarna forges forward with AI innovation, developing new technologies such as an AI assistant to help consumers make smarter shopping decisions

Today, Klarna, the AI-powered global payments provider and shopping assistant, released ‘The Untrend Report’, a look into the top products that defy trends from brands that are rated four or higher in the planet category by Good On You or received an environmental badge from Clarity AI. Coinciding with Earth Day, the report was produced using AI technology which analyzed thousands of products and years of sales data to find the top items across fashion, homewares and tech that never go out of style. The report follows research conducted by Klarna which revealed that shoppers are looking to AI to help them make smarter shopping decisions.  

Klarna's recent research highlights that a significant majority of consumers (62.8%), are interested in using an AI-based shopping assistant that suggests sustainable alternatives across fashion, technology, and household items. This indicates a growing optimism among shoppers that AI could play an important role in their lives. Consumers are also optimistic that AI has the potential to enhance the sustainability of industries; 54.4% of respondents believe that AI can contribute to making the fashion industry more sustainable while almost 2 in 3 (64.9%) shared the same outlook towards the tech industry. The study also sheds light on the barriers hindering sustainable shopping choices; over half of respondents (55.1%) pointed to the higher cost of sustainable products as the main deterrent, followed by a lack of necessary information (37.3%) and sustainable options not being as practical or accessible (30.1%). These findings are prompting Klarna to explore enhancing its recently launched AI assistant to better support customers in their conscious shopping journeys.

In February 2024, Klarna announced that in one month its AI assistant had managed 2.3 million conversations across 35 languages, addressing customer service and finance questions. Klarna aims to evolve this assistant into a comprehensive shopping and finance tool which one day could be capable of recommending wallet friendly, conscious products. The Untrend Report is another step towards this future, building on tools already introduced to help consumers shop consciously like a conscious filter on Klarna’s product search engine, CO2e insights, and a conscious shopping dashboard.

To understand the environmental impact of the brands recommended in the report, Klarna utilized data from Good On You, an independent brand rating platform, and from Clarity AI. Clarity AI, a long-term partner of Klarna, uses AI technology to evaluate at scale the social and environmental performance of brands across several categories. In the realm of fashion immune to trends, AI notably recommended a white t-shirt and denim jacket, with Asket’s classic t-shirt and Levi’s Original Trucker Jacket showing up consistently in the data. Levi’s, a denim authority for over 170 years, has committed to responsible denim production, incorporating lower-impact materials like reconstituted cotton, and significantly reducing water use through the manufacturing process. Showing no signs of losing their luster in a category known for ever changing customer tastes, the Veja Campo Chromefree sneakers rounded out the list of always ‘in’ fashion items. The Campo was born with the idea of exploring how a sneaker can go beyond leather without having to choose between leather or vegan options. Making the list of ‘buy once, buy well’ tech products were Sony wireless noise canceling headphones. 

The full list (in no particular order):

• Levi’s Original Trucker Jacket
• Asket classic t-shirt (white)
• Veja Campo Chromefree sneakers 
• Sony WH-1000XM4 wireless noise canceling headphones 
• Iittala Essence Red Wine Glass from Nordic Nest
• Iittala Kastehelmi Tealight Holder Gray from Nordic Nest 
• Northlight solar basket lantern

Discussing the report, Sara Davidson, Sustainability Brand Lead at Klarna says “this Earth Day, we're showcasing the potential of AI in guiding consumers toward conscious and cost-effective shopping choices. Through The Untrend Report, we’re encouraging shoppers to invest in products that defy trends, have long term value and are from brands that are rated highly by Good On You and Clarity AI”. 

The list follows a 2023 Earth Day initiative launched by Klarna in partnership with Reddit which saw the release of a list of durable products as identified by the ‘Buy It For Life’ subreddit community.

To read The Untrend Report or shop the list visit here.

Methodology 

An AI tool was utilized to sift through the top 10,000 most sold products across seven product categories, listed in multiple languages, descriptors, color ways, sizes and sold at a multitude of merchants. Products that have been consistently popular over a period of four years were identified and cross referenced against ratings given by sustainability platforms Good On You and Clarity AI. Seven products were chosen for the final ‘The Untrend Report’ to demonstrate AI's ability to recommend products across various categories.

Research findings are based on the result of a survey of 1000 consumers in the UK fielded on the 12th April, 2024, conducted by the research agency Appinio. 

All images and assets for this initiative were produced with the support of AI.