Workshops and Talks—Insights & Inspirations
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.
With my future-focused presentations and workshops, you'll gain valuable insights and strategic thinking that will help you harness the full potential of the future.
I'll 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 behaviors.
Workshops
insights & inspirations
Fredrik Ekström
Brand Advisor 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
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.
The Next Textile Conference, Sweden
Keynote speaker at the Future of Textile Conference at Textilhögskolan Borås. Sharing insights about consumers and preferences linked to sustainability and circularity.
Future Of Tourism, Finland
As part of Business Finland and Helsinki Partners annual tourism congress in Helsinki. I held a Keynote presentation of how the future of tourism is affected by The NXT sustainable consumer.
The NXT Outdoor Consumer, Munich
Scandinavian Outdoor Group at ISPO Munich, I held a breakfast seminar, Buyers Breakfast, at the Scandinavian Village, where I presented key trends for 2025 and outdoor consumer behaviors
ISPO & Sporting Goods Intelligence, Munich
How do you win the trust of the future consumer? It’s not about big purpose statements anymore; it’s about the "what," Fundom, edu-tainment, and engaging through tangible results.
OutDoor & European Outdoor Group, Munich
As part of the Outdoor By ISPO in Munich I held a presentation about how to win consumer trust based on insights from THE NXT OUTDOOR CONSUMER REPORT
ISPO Web-TV Series, Munich/Global
A series of 45-min WEBB-TV episodes where experts who combine the worlds of sports, the outdoors, and sustainability share deep knowledge about strategies, trends, and behaviors.
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.