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The NXT Nordic Outdoor Consumer Report 2025
"The NXT Nordic Outdoor Consumer Report 2025 offers a deep dive into the evolving landscape of outdoor activities and sustainability in the Nordic region. Backed by data from over 2,500 respondents across Sweden, Finland, Norway, Denmark, and interviews with 27 industry experts, this report uncovers key insights for brands looking to tap into the outdoor lifestyle trends shaping consumer behaviour. Don’t miss out on this essential resource to future-proof your business in the outdoor market."
Through Above The Clouds - Future Series NXT Outdoor Consumer Report we provide an insights driven platform with focus on real consumer insights, what they feel, think, and aspire too. Create a deeper, more long-lasting, understanding for the behavioural and attitudinal trends shaping outdoor culture what is driving sustainability, and the underlying drivers, influencing social and commercial life.
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LEARN HOW TO HARNESS THE FUTURE
GET YOUR REPORT
Get the NXT Nordic Outdoor Consumer Report 2024 for €1400 and learn how to engage with the next generation outdoor consumer with insights of the latest trends in outdoor, lifestyles and sustainability.
With your purchase, you also receive a presentation where I’ll walk you through key findings and their implications for your business. Interested in a deeper dive? Book me as a public speaker for your next conference, sales meeting, or brand summit, and let’s explore how these trends can shape the future of your brand.

As a change forecaster,
Above The Clouds guides you through a shifting outdoor consumer landscape, by providing expert consumer insights and actionable strategic advise.
NXT NORDIC OUTDOOR CONSUMER REPORT 2025
WHATS IN THE REPORT
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 connect with experience seeking consumers in the outdoor market.


NXT NORDIC OUTDOOR CONSUMER REPORT 2024
WHATS IN THE REPORT
Dive into the report’s key trends, shaped by outdoor and leisure pioneers and inovators: 
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Trailfulness
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Nature-RX
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Finally Freedom
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The New Creative Collectives
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From Fandom To Fundom
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Pay and Play-Pals
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For the Love of Nature
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Status in sustainability
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Paralysis Paradox
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Three Green Consumer Archetypes
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The Winning Game Matrix
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Strategic Assessment sheets
EVOLVING CONSUMER-BRAND RELATIONSHIP
FANDOM TO FUNDOM
This shift is emblematic of a broader cultural movement—from Fandom to Fundom—where the focus transitions from passive admiration of superstars to active engagement in exhilarating, fun experiences. In the past, consumers were content to be fans, supporting brands from a distance. Today, however, there is a growing desire for deeper interaction, where consumers want to be co-creators, advocates, and active participants in brand communities.


BLENDING CULTURE WITH OUTDOOR ACTIVITIES
CREATIVE COLLECTIVES
As the lines between lifestyle and performance increasingly blur, running-, trail-running, ski touring-, gravel biking- clubs have become pivotal cultural hubs, offering more than just physical activity but serving as fertile grounds for creativity and community. This evolution signals a crucial shift where outdoor activities are not only about physical endurance but also about fostering creative exchanges and building deep, personal connections. For brands in the outdoor industry, understanding this shift is not just beneficial—it's essential for staying relevant in a rapidly changing cultural landscape.
THE INTERSECTION OF MENTAL WELLBEING AND OUTDOOR
TRAILFULNESS
Trailfulness emphasizes not just physical well-being, but also the profound mental health benefits derived from spending time in natural environments.
It represents a growing trend where mental well-being is becoming a central focus of outdoor activities. As the pace of modern life accelerates, more consumers are turning to nature as a source of mental clarity, stress relief, and emotional rejuvenation. The concept of "trailfullness" marries the traditional notion of mindfulness with trail-based activities, where the physical act of moving through nature becomes a meditative practice.


THE CONSUMER SHIFT FROM WHY TO WHAT
BRAND ACTIVISM
8 of 10 expect brands to stand up and openly support environmental actions. Brand Activism is here to stay. As it has become more important for consumers to find brands that share their own values, it has also become more important for brands to show what they stand for and what tangible actions they take towards a positive change.
LEARN HOW TO HARNESS THE FUTURE
ORDER YOUR REPORT
Purchase the NXT Nordic Outdoor Consumer Report 2024 for just €1400 and gain exclusive insights into the latest trends in outdoor lifestyles and sustainability. With your purchase, you’ll also receive a 1-hour presentation where I’ll walk you through the key findings and their implications for your business. Interested in a deeper dive? Book me as a public speaker for your next conference, sales meeting, or brand summit, and let’s explore how these trends can shape the future of your brand.

The Future is Closer Than You Think ...
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