Investing in
Your Future
In a 3–4 week sprint, I align teams around key insights from the report, sharpen your brand direction, 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 NXT Outdoor Consumer Report, Germany 2025
The NXT Outdoor Consumer Report Germany is a consumer research and trend report. It is part of The Above The Clouds Future Series, a yearly conducted quantitative and qualitative research study focusing on outdoor lifestyle preferences, activities and experiences, urban outdoor and the creative collectives, nature and sustainability, nature and health, and three important outdoor consumer archetypes.
Fredrik Ekström
Brand Advisor Above The Clouds
Get the report
Get the NXT Outdoor Consumer Report Germany 2025 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
Inside the NXT Outdoor Consumer Report Germany 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 German consumer markets and connect with consumers from the Experience-Chasers to Nature Guardians in the outdoor market.
About the NXT Report
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.
"As a change forecaster,
I guide you through a shifting outdoor & lifestyle 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 as Health Provider
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Finally Freedom and Family Adventures
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Creative Collectives and Outdoor Clubs
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Urban Outdoor and Cultural Pioneers
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Belonging and Play-Pals
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For the Love of Nature
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Nature and sustainability
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Experience Chasers to Nature Guardians
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Three Outdoor Consumer Archetypes
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The Winning Game Matrix
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Strategic Assessment sheets
Fast Track Insights 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.
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.
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.
Get the report
Get the NXT Outdoor Consumer Report Germany 2025 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.
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.