The NXT Consumer Report Germany 2025
The NXT Consumer Report Germany is a consumer research and trend report. It is a collaboration between studio MM04 and Above The Clouds and part of Above The Clouds—Future Series, a yearly conducted quantitative and qualitative research study, focusing on preferences, aspiration, status and anxieties related to sustainability, communication, and consumption.
Fredrik Ekström
Brand Advisor Above The Clouds
The Report
The report is grounded in 1306 respondents. We used a nationally representative base of 1 005 German consumers, weighted for age, gender and region. To capture the nuance of emerging attitudes, we deliberately boosted the Gen-Z sample to 601 respondents. All statistics labelled “Total population” are calculated on the representative 1 004-person base; the larger Gen-Z sample is used only when we deep-dive into youth insights and to ensure that every archetype is built on a robust number of Gen-Z answers.
“This report is more than data, it’s a mirror of the consumer mindset today. Behind every percentage is a tension between wanting to do better and fearing to get it wrong. For brands, the path forward isn’t perfection, it’s participation. Show progress, build clarity, and most importantly, make it easier for people to care.”
Max Gilgenmann
studio MM04
Fredrik Ekström
Above The Clouds
Selected Insights
Future Fatigue captures the growing psychological exhaustion consumers feel toward tomorrow. It’s not just tiredness—it’s disillusionment.
Future Fatigue
From Signal to Substance isn’t the death of brand purpose; it’s the maturity of it. We’ve entered a new era where promises are not enough, and purpose alone won’t cut it
Signal to Substance
The conflicting emotions in the space between what we aspire to be and what we actually do create a grinding feeling of discomfort
Sustainability Paradox
76% of Germans belong to one of three green archetypes, each of which has its own triggers. Eco Floaters, Proof Seekers, and Dedicated Pioneers.
Sustainability Index
COLLABORATION AS
A BRIDGE TO THE FUTURE
For half a decade, Above The Clouds The Future Series™ has translated raw consumer data into actionable foresight. Created and curated by Above The Clouds, the series has tracked Nordic markets since 2020 and now extends its lens to Germany. To do that credibly we joined forces with studio MM04, whose cultural fluency and on-the-ground network were essential in grounding the analysis in German realities.
Think of this report as a bridge: it carries forward the longitudinal power of the Future Series while anchoring it firmly in Germany’s socio-economic context.
THE FUTURE SERIES™
X STUDIO MM04
studio MM04 is a pioneering communication consultancy, turning sustainability from a buzzword to a business advantage. studio MM04 specializes in honest, audience-centric storytelling that helps brands and policymakers win trust through authenticity and future-focused communication strategies.
Drawing on the experience that shaped Fashion Revolution Germany, the 202030 Think-&-Do Tank, and VORN—The Berlin Fashion Hub, studio MM04 know how to inspire progress without over-promising.
Whats in the report?
Dive into the report’s key trends, shaped by status triggers, anxiety barriers, and proof-seeking behaviors.
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Sustainability Readiness Index Germany
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Three important green archetypes
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Key Trend: Future Fatigue
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Key Trend: Brand Activism
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Sustainability Status & Anxiety
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Sustainability Paradox
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Key Trend: Second Hand
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Key Trend: From Signal To Substance
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Sustainability Dream Brand
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Sustainability Messaging
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How To Win The Consumer Game
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Creating a Winning Game Matrix
Workshops and Presentations
With Above The Clouds and studio MM04 future-focused presentations and trend workshops, you'll gain valuable insights and strategic thinking that help you harness the full potential of the future. We inspire you and your team to bring your brand strategy and future direction to life, while keeping you up-to-date with the latest trends and consumer movements. Whether you're looking to ignite your team's creativity, drive innovation, or stay ahead of the competition, our presentations are designed to help you succeed.
Fast-track clarity and creativity with sprints.
In a 3–4 week sprint, we align teams, sharpen direction, and turn insights into action. Each sprint is tailored to your brand’s challenge, whether launching a campaign, shaping a go-to-market plan, or defining a long-term strategy. The result: clear priorities, creative energy, and a roadmap ready to activate.
The Business Case for Nature: Together with Dan Yates at EOCA, European Outdoor Conservation Association, presenting a keynote and workshop on how to make nature-positive thinking part of business growth and consumer trust.
Outdoor Impact Summit, Munich
From Sustainability Fatigue to Cultural Relevance. Sustainability isn’t dead; it’s just been misunderstood. Unpacks the emotional paradox modern consumers face and explains how brands can win them back through consumer-centric, insights-based messaging.
Copenhagen Fashion Week, Copenhagen
How do we win the future outdoor consumer. Based on The Future Series Report of 3800 Respondents focusing on consumer needs through knowledge of aspirations, trends, triggers, and barriers.
European Surf Summit, Seignosse
Let's Connect & Collaborate
I offer a freelance consultant service where you as client get the benefits of in-depth expertise across a number of specialty areas, without having to increase your permanent staff or contract a full size agency.