Consumer Trend Report
The NXT Consumer Report Germany 2025
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.
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.
“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
COLLABORATION AS A BRIDGE TO THE FUTURE
THE FUTURE SERIES™
X STUDIO MM04
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.
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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.
COLLABORATION AS A BRIDGE TO THE FUTURE
STUDIO MM04 BERLIN
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.
To Earn Value, We Must Creat Value. To Create Value We Must Understand The Consumer.
LEARN HOW TO HARNESS THE FUTURE
GET YOUR REPORT
Get The NXT Consumer Report, Germany 2025, for €750 and learn how to engage with the next generation of consumers with insights into aspirations, anxieties, status, and trends in sustainability, communication, and consumer behaviors.
With your purchase, you also receive a presentation where we walk you through key findings and their implications for your business. Interested in a deeper dive? Let’s explore how being truly consumer-centric can help you shape the future of your brand and win the consumer game ahead.
THE NXT CONSUMER REPORT GERMANY
ABOUT THE REPORT
Inside The NXT Consumer Report Germany 2025, you'll discover data-driven insights on consumer archetypes, sustainability readiness, and sustainability aspirations. The report explores barriers to sustainable lifestyles and activism and how consumers are aligning their values with their consumption and when not. It’s a must-read for any brand aiming to connect with the NXT consumers in the lifestyle market.
THE NXT CONSUMER REPORT GERMANY
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
In the gaping void from the lack of trust for the future, brands have probably never had more responsibility but also opportunity to act as cultural and ethical role models
KEY TREND THE NXT CONSUMER
FUTURE FATIGUE
Future Fatigue captures the growing psychological exhaustion consumers feel toward tomorrow. It’s not just tiredness—it’s disillusionment.
What once felt like exciting progress now feels like a blurred horizon of overwhelming complexity, delayed change, and broken promises. Many consumers, especially younger ones, are still engaged but increasingly detached from long-term visions. They question whether their actions matter and whether brands, institutions, or governments are capable of delivering real change. The dream of a better world hasn’t died, but for many, it has dimmed.
KEY TREND THE NXT CONSUMER
SIGNAL TO SUBSTANCE
From Signal to Substance isn’t the death of brand purpose; it’s the maturity of it.
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We’ve entered a new era in brand communication. One where promises are not enough, and purpose alone won’t cut it. German consumers are growing weary of vague sustainability slogans and symbolic gestures. What they demand now is evidence: measurable action, transparent progress, and outcomes they can see, trust, and engage with.
Skepticism: “Talk is cheap—show the receipts.” Demand: “Prove it or lose me.”
Participation: “Let me help shape the change.”
KEY TREND THE NXT CONSUMER
SUSTAINABLITY PARADOX
The conflicting emotions in the space between what we aspire to be and what we actually do create a grinding feeling of discomfort.
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Two conflicting trends, Status in Sustainability and Reckoning With Reality, highlight the tension between aspirations and behaviors, creating a psychological struggle among consumers regarding sustainability and a grinding feeling of discomfort in the mindset.
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Many consumers are eager to learn about sustainability, finding it impressive and attractive. However, there is a feeling of futility, leading to the paralysis paradox. Social pressures and fear of judgment trigger escapism, with the sentiment, "Why can’t we just have fun?"
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KEY INSIGHTS AND CONSUMER ARCHETYPES
SUSTAINABILITY READINESS INDEX
76% of Germans belong to one of three green archetypes, but each has their own triggers. Eco Floaters Storytelling, Proof Seekers Results, and Dedicated Pioneers Values.
Working with these archetypes lets brands:
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Focus investment on important segments.
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Tailor messages, channels, and CX (consumer experience) so it feels intuitive, not preachy.
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Design step ladders that nudge people from intention to action instead of treating everyone as dedicated.
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Track progress—movement between archetypes is a sensitive KPI for both impact and brand equity.
An important challenge for anyone who wants to drive consumption in a more sustainable direction is how to spread their ideas and initiatives while still being relevant and attractive to the consumer.
LEARN HOW TO HARNESS THE FUTURE
GET YOUR REPORT
Get The NXT Consumer Report, Germany 2025, for €750 and learn how to engage with the next generation of consumers with insights into aspirations, anxieties, status, and trends in sustainability, communication, and consumer behaviors.
With your purchase, you also receive a presentation where we walk you through key findings and their implications for your business. Interested in a deeper dive? Let’s explore how being truly consumer-centric can help you shape the future of your brand and win the consumer game ahead.
TRENDS AND CONSUMER INSIGHTS
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.
ABOUT ABOVE THE CLOUDS
CREATING WINNING GAME STRATEGY
Above The Clouds is a creative platform for aligning insights, brand strategy, and activations.
Our mission is to help progressive lifestyle brands win the consumer game, turning consumer research, market intelligence, and creative thinking into winning game strategies and consumer-centric activations.
By genuinely accelerating the flow between these three worlds, I create actionable strategic concepts that build real brands for real people in the real world.
A Winning Game Strategy is a structured approach where empathy meets action. When we understand what truly drives our audiences, and match that with the values they’re drawn to, we stop guessing and start building real consumer centric sustainability strategies. It's not just about being sustainable. It’s about being seen, trusted, and chosen.
GET IN CONTACT WITH STUDIO MM04
STUDIO MM04 BERLIN
studio MM04 is a pioneering communication consultancy, turning sustainability from a buzzword to a business advantage. Based in Berlin, at the heart of Europe, we offer 360° strategic sustainability consulting with a focus on meaningful marketing and PR for fashion and lifestyle brands, retail platforms, NGOs, and policymakers. We also serve as press office and connector—crafting honest narratives and activating influential stakeholders from our glocal networks.
We are looking forward to further discussing the results from The NXT Consumer Report and helping you build better relationships with your customers based on insights on sustainability readiness.
The Future is Closer Than You Think ...
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.
