Future Fatigue: How brands can help consumers out of climate paralysis

Most brands know the outdoor consumer isn’t one group, yet the way they segment is still too simplistic: urban vs. nature, lifestyle vs. activity, everyday vs. hardcore. These divisions ignore the deeper drivers, emotions, and behaviours that truly shape decisions. Without understanding those nuances, strategies lose relevance and brands lose credibility.

from the Transformation Conference with Scandinavian MIND during Copenhagen Fashion Week and CIFF · Copenhagen International Fashion Fair to the EuroSIMA European  #SurfSummit in Seignosse, the Scandinavian Outdoor Group (SOG) Networking Days in Stockholm, and the European Outdoor Group (EOG) #OutdoorImpactSummit in Munich together with EOCA European Outdoor Conservation Association.

In this contribution for "Beyond Nonsense," Fredrik Ekström, founder of Above The Clouds, explains why German consumers are demanding proof over promises. Drawing on The NXT Consumer Germany 2025, he shows how outdoor and sporting goods brands must move from slogans to substance if they want to earn lasting trust.

Ipsos 2025 reports that 70% of consumers now prefer to buy products made in their own country. A huge shift, especially for global lifestyle brands. In our Above The Clouds x studioMMO4—The NXT Consumer Germany—report, when people were asked what characterizes a “sustainability dream brand,” only 3% mentioned that local production characterizes a brand towards being a sustainability dream brand.

In this contribution for "Beyond Nonsense," Fredrik Ekström, founder of Above The Clouds, explores how second-hand has shifted from a sustainability paradox to a mainstream business case. Drawing on fresh data from his “The NXT Consumer Germany 2025”, he shows why resale is no longer just a niche choice but a growth engine for sporting goods and outdoor brands.

Together with The Federation of Norwegian Industries, we gathered around 50 journalists, experts, and outdoor profiles for an evening dedicated to #innovation, #sustainability, and #outdoor #culture. Eight Norwegian brands presented their latest innovations—from unbreakable snowshoes developed for NATO by Rottefella AS and the new Traverse fjellpulke designed for expeditions and families by Fjellpulken FÂR Norway AS , to heritage knives and axes from Øyo AS since 1882, or ReB