How To Make It
In Scandinavia
Scandinavia isn’t just another market; it’s a values-driven region where sustainability, innovation, and well-being shape consumer expectations. To succeed, you need more than a local presence. You need consumer understanding and sharp strategic direction.
The Strategic Intelligence Toolkit is your key to making relevant, confident, and informed moves, whether you're briefing an agency, building a go-to-market strategy, or aligning your team.
How To Make It
In Scandinavia
Fredrik Ekström
Brand Advisor Above The Clouds
The NXT Outdoor Consumer Nordics
Inside the NXT Nordic Outdoor Consumer Report 2025, you'll discover data-driven insights on consumer archetypes, sustainability readiness, and outdoor engagement. The report explores barriers to outdoor participation, brand activism, and how consumers are aligning their values with their outdoor lifestyles. It’s a must-read for any brand aiming to succeed in the Nordic markets and connect with experience-seeking consumers in the outdoor market.
“We thought we understood the market until we saw the consumer insights. It gave us a new clarity and confidence to make more bold moves in Scandinavia”
Marketing Director, Global Outdoor Brand
Exclusive data and tailored insights
The toolkit combines tailored research for your brand with exclusive insights from three Above The Clouds reports:
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The NXT Sustainable Consumer:
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2500 Respondents
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The NXT Outdoor Consumer:
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2500 Respondents
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The NXT Sustainable E-commerce:
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Qualitative + Datamining)
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Above the Clouds Future Series Intelligence offers a 360° view of what drives consumer behavior in Scandinavia, from purpose-driven purchases to outdoor and lifestyle trends and the future of sustainable commerce.
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
Delivered in a clear, actionable format
The Intelligence Toolkit is designed to be lean, practical, and powerful.
You’ll get:
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Strategy workshop with your team
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Presentation with direction and guidance
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Full access to The NXT Consumer Reports
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Introduction to consumer archetypes
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Possibility to create new archetypes
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Support when briefing local stakeholders
It’s everything you need to get aligned, move faster, and activate your brand with impact in Scandinavia. This could be tailored for in-house agencies, agents, or distributors.
The Cost: Scandinavian Toolkit €2500.
Follow up with Insights
and Strategy Sprints
In a 3–4 week sprint, we align teams around the key insights from the report, sharpen your brand direction based on need, 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: Strategic focus, creative energy, and a roadmap ready to activate.
Helsinki Fashion Week, Finland
Turning insights and trends into business value. How do we win the consumer game with sustainability and communication? Explaining the Winning Game Matrix, the Sustainability Paradox, and the three "green-ish" consumer archetypes making up 76% of the Nordic population.
Copenhagen Fashion Week, Denmark
From Sustainability Fatigue to Cultural Relevance. How can we make sustainability irresistible for the consumer? Sustainability isn’t dead; it’s just changed in the mind of the consumer. Unpacks the emotional paradox and explains how brands can win through consumer-centric, insights-based messaging.
Stockholm Fashion Week Trade, Sweden
How do we win the future lifestyle consumer through sustainability? Based on The Future Series Report of 3800 respondents focusing on sustainability aspirations and needs through knowledge of the sustainability paradox, eco-sexual attraction, and how to create a winning game matrix.
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.
Outdoor Impact Summit, Munich
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.
Protect Our Winters Nordic Summit, Finland
From Sustainability Fatigue to Brand Advocacy and Cultural Relevance. Environmentalism isn’t dead; it’s just evolved. Unpacks the emotional paradox modern citizens face and explains how organizations can win them back.
European Surf Summit, Seignosse
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.