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In the head of the Consumer

SUSTAINABILITY

The Post Purpose Activists  

The NXT Sustainable Consumer Report 2023

The NXT Sustainable Consumer Report 2023 - The Post Purpose Activists - is a trend report based on quantitative data from a nationally representative sample of 2,405 respondents in Sweden and Denmark. The report is part of Above The Cloud's : Future Series on sustainability and lifestyle behaviours linked to consumption. The report is released for the third year in Sweden, but 2023 is the first year that Denmark also is included in the report.

What you find in the 2023 Consumer Report 

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  1. Sustainability Readiness Curve

  2. Three Sustainability Consumer Profiles

  3. The Eco-Sexual Attraction

  4. My Sustainable Dream brand

  5. Gen-Z Sustainability Status and Anxiety

  6. Impressive power of knowledge 

  7. The Paralysis Paradox 

  8. Green Washed Away

  9. Post Purpose Activists and Hero Traps

  10. The Eco-Authoritarian Leaders

  11. Analysis and Strategic Worksheets

Report in the press

  1. Scandinavian Mind

    • - How Gen-Z redefines status through sustainability.

  2. Sporting Good Intelligence Europe

    • - Sustainability a status symbol for Gen-Z.

  3. SUSTON Magazine

    • - Gen-Z What's Hype and What's Reality.

  4. Habit Magazine 

    • - Gen-Z stärker greppet om branschen. 

  5. Stockholm Fashion District

    • - The surprising sustainability issues the end consumer care about the most.  

  6. Heja Framtiden Podcast 

    • - Konsumenten förvirrad och förvirrande  

  7. Copenhagen Fashion Week CIFF Talk ​

    • - The NXT sustainable consumer KeyNote ​

  8. Public Speaking

    • Selection of public appearances

   

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Above : The :  Clouds - Future Series  

My purpose with, Above : The : Clouds -Future Series, about the Sustainable Consumer is to get to the heart of what consumers really feel, think, and aspire to. Understand the signals driving change within sustainability, the behavioural and attitudinal trends shaping culture, and the underlying drivers influencing social and commercial life.

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Support the research and learn to navigate the future ...  

My NXT reports are produced to support brands with insights about consumers and sustainability. They are financed by me personally as a contribution to the industry.

 

If you as a brand want to support this research you should book your own presentation of The NXT Sustainable Consumer Report. 

 

Price: 5000 SEK

Price Includes that you support me to create the next report, a digital version of the 60 pages report The NXT Sustainable Consumer 2023 and a 1-2 hour online presentation for you and your team.

 

(If your brands is located in Stockholm it is also possible to get the 1-2 hours presentation as an inspirational live presentation at your office)

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The NXT Sustainable Consumer Report 2023

2023 Report Sustainable Consumer Above The Clouds

Consumer expectations are rising and values are changing. Sustainability regulations are trying to keep up. Technology are evolving at a rapid pace, creating new opportunities and challenges. Market fragmentation is everywhere. But even in the midst of so much change, one truth remains - the best brands understand their customers, how to engage and amuse them while still deliver value.

Strategic foresight is the most valuable tool you can adopt to identify and chart a course for future sustainable growth and long-term prosperity.

Sustainable Consumer Readiness Archetypes

Our purpose with establishing the Sustainable Consumer Readiness Index and archetypes, is to create a better understanding for how consumers readiness and approach to sustainability as a life-concept differs between a set of archetypes and profiles. Here you find a description of five different consumer profiles with an in-depth look at the three "green" profiles and their approach to sustainability. Which values govern and what drives them to make more sustainable choices. Description of how big the groups are in Sweden and Denmark and how they differ between population and Gen-Z.

These are the profiles you need to engage with to thrive in the NXT sustainable world. Dedicated Pioneers, Anxious Activists, Eco-Swingers, Sceptical Spectators, Sustainability Zombies

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Sustainable Consumer Readiness Index Above The Clouds
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Gen-Z Sustainability:
Status, Anxiety, and Eco-Sexual attraction

The value chart by the younger Gen-Z consumer identifies a form of sustainability status where knowledge of sustainability is something they values highly, seeks to have more of, is impressed by those who teach it, and is attracted to those who have it and live by it. At the same time, they lack the knowledge to make the right choices and worry about being judged by their friends if they do wrong, as well as they genuinely worry about the future of the planet. This paradox creates a paralysing effect where the Gen-Z consumer want to do the right thing, but lack he tools and knowledge to do so, and this could act as a barrier thus paralysed in their sustainability actions.

• Top list of what impresses Gen-Z 

• Top list of characteristics that make a brand a dream brand in sustainability

Sustainability Status Above The Clouds
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Eco-Socialism Versus
Eco-Authoritarian Future’s

Around the world, in recent years we have been able to follow a political paradigm shift. On the one hand, it has created a neo-collectivist movement where de-growth and eco-socialism flourish. But on the other hand, we see that only five percent of the population in Sweden and Denmark think that the democratically elected politicians are doing a good job of solving the climate crisis.

 

Instead, every second citizen states that they could support a more eco-authoritarian leader who alone gains power in to solve the climate crisis.

Sustainability Leaders Above The Clouds

Learn to navigate the future 

Make sure to book your own presentation of The NXT Sustainable Consumer 2023 – Post Purpose Activists or get in contact for a strategic foresight clinic where we help you pinpoint priority areas and co-create your strategic roadmap. Strategic foresight is the most valuable tool you can adopt to identify and chart a course for future sustainable growth and long-term prosperity.

 

Price: 5000 SEK

Price Includes a digital version of the 60 pages report The NXT Sustainable Consumer 2023 and a 1-2 hour online presentation for you and your team.

 

(If your brands is located in Stockholm it is also possible to get the 1-2 hours presentation as an inspirational live presentation at your office)

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Get inspired by this presentation of the 2022 Report, at Stockholm Fashion District, on Scandinavian MIND Transformation Conference.  

​My forward-looking reports and trend workshops are designed to inspire you and your team with the insights and strategic thinking required to bring your strategy and future direction to life. 

Fredrik Ekstrom Above The Clouds

Fredrik Ekström

+46 (0) 72 729 46 32

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