The NXT Outdoor Consumer 2025, Nordic Report
"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, and Denmark and interviews with 27 industry experts, this report uncovers key insights for brands looking to tap into the outdoor lifestyle trends shaping consumer behavior. Don’t miss out on this essential resource to future-proof your business in the outdoor market."
The NXT Nordic Outdoor, Consumer Report, 2025
Fredrik Ekström
Brand Advisor Above The Clouds
Get the report
Get the NXT Nordic Outdoor Consumer Report 2024 for €1400 and learn how to engage with the next generation outdoor consumer with insights into 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.
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.
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.
"As a change forecaster,
I will guide you through a shifting outdoor consumer landscape by providing expert consumer insights and actionable strategic advice."
Fredrik Ekström
Above The Clouds
Whats in the report?
Dive into the report’s key trends, shaped by outdoor and leisure pioneers and innovators:
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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
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
Fast Track Insights and Strategy with 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.
From 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.
The New 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.
Trailfulness
Trailfulness emphasizes not just physical well-being but also the profound mental health benefits derived from spending time in nature. 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.
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.
Get the report
Get the NXT Nordic Outdoor Consumer Report 2024 for €1400 and learn how to engage with the next generation outdoor consumer with insights into 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.
Book my workshops,
and presentations
With my future-focused presentations and trend workshops, you'll gain valuable insights and strategic thinking that will help you harness the full potential of the future. I 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.
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.
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.