This article presents a Finnish social design study that focuses on consumer perspectives and future expectations related to bio-based products and brands. The qualitative regional study addresses the global concern associated with sustainability of the bioeconomy. Because a gap in research was identified from the regional consumer perspective, the article presents a case study that was held with 50 consumers in Finland. The main research method was qualitative online focus group discussions, with an objective to gain an understanding of consumer behavior, motivations, concerns, and intentions related to bio-based products and brands. The results are presented according to the sustainability framework, which was constructed around four topics: (1) consumer awareness, (2) illustrated examples and their consumer acceptance, (3) consumption habits, and (4) future consumption behavior. The main findings indicate that Finnish consumers were extremely well-informed on the bio-based concept, and they trusted domestic regional brands the most. Throughout the research, Nordic consumers highlighted the role of companies and urged sensible science-based communication on the sustainability aspects. Finally, the results led to consider how the value-sensitive consumer insights may be utilized by proposing prominent impact assessment methods for decision-making in both the business and consumer sectors.