The OXIPRO partners all agree that that real change starts with real conversations. That’s why we stepped out of the lab and onto the streets, parks, and campuses of Europe with our open-air campaigns. These lively, informal events were designed to meet people where they are, turning busy public spaces into pop-up hubs of science, sustainability, and curiosity.
What Are Open-Air Campaigns?
Open-air campaigns are interactive awareness events set up in outdoor spots like city squares and university grounds. They’re all about breaking down barriers and sparking genuine dialogue about the power of enzyme-based innovations.
For OXIPRO, this meant talking directly to younger generations—especially Generation Z and Y—who are not just tomorrow’s consumers but today’s influencers. From climate action to conscious consumption, these generations are driving the sustainability agenda forward.
What Did We Do?
Our early career researchers set up stands in high-traffic areas, including the University of Bergen and a Biotech Day at a Barcelona university. Students stopped by to chat, share their thoughts, and take part in quick surveys about enzymes and sustainability. Over 130 students took part in total, and each campaign reached around 50–60 curious minds.
We asked questions like:
- Do you know what an enzyme is?
- Would you pay more for a sunscreen that’s better for the environment?
- How important is sustainability to you?
The answers told us a lot about where people’s heads—and hearts—are at.
What Did We Learn?
Curiosity and Care for the Planet
The overwhelming majority—97%—of respondents said the environment matters to them. Half of those asked said they already check ingredients before buying products, showing a genuine desire for transparency and greener choices.
Mind the Knowledge Gap
Not everyone knows what an enzyme is (yet!). Biology and health students in Barcelona were much more familiar with enzymes than their peers in Bergen, reflecting the different focus areas of each event. This highlighted a key takeaway: there’s still plenty of room to share the benefits of enzyme-based products with wider audiences.
Openness to Enzymes in Everyday Products
Students were generally positive about using enzymes in things like detergents and cosmetics. Some were unsure, though, citing concerns about allergies or unknown impacts. These conversations reminded us how important it is to not just talk about what enzymes can do, but also why they’re safe and sustainable.
Willingness to Pay for Greener Choices
Many respondents said they’d be happy to pay a bit more for enzyme-based products that are better for the planet—like a UV-protective sunscreen that’s kinder to aquatic life or a more hygienic laundry detergent. But money matters: while students in Spain were more willing to pay extra than those in Norway, limited budgets can still hold back even the best of intentions.
Why Does This Matter?
Our open-air campaigns showed that there’s a sincere wish for sustainable solutions, especially among young people. Enzymes—nature’s own catalysts—are a perfect fit for this eco-conscious generation, offering greener, more efficient ways to clean, protect, and care for the world around us.
Awareness doesn’t happen by accident. It takes face-to-face open conversations, in real time, in real places to find out the needs of today’s young consumers.