The NXT Sustainable Consumer 2025, Nordic Report
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 Sustainable Consumer Report 2025 offers a deep dive into the evolving landscape of green fatigue, eco-conscious consumers, and sustainability as a lifestyle concept in the Nordic region. Backed by data from over 2,500 respondents across Sweden, Finland, Norway, and Denmark, this report uncovers key insights for brands looking to tap into the “green” consumer trends shaping consumer behavior. Don’t miss out on this essential resource to future-proof your business in the fashion and lifestyle market.
The NXT Sustainable Consumer Nordics 2025
Fredrik Ekström
Brand Advisor Above The Clouds
"As a change forecaster,
I guide you through a shifting lifestyle & sustainability 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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Three green archetypes
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Facing green fatigue
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Sustainability status
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Impressive power of knowledge
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From why to what
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The new surge for activism
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Stressed about getting dressed
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Driving business through secondhand
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What is a sustainability dream brand
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How to create a winning game strategy
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Sustainability messaging
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Strategic Assessment sheet
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
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.
Get the report
Get the NXT Sustainable Consumer Report 2025 for €750 and learn how to engage with the next generation of green consumers with insights into aspirations, anxieties, status, and trends in sustainability, consumption, and lifestyle.
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.
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.
Get the report
Get the NXT Sustainable Consumer Report 2025 for €750 and learn how to engage with the next generation of green consumers with insights of aspirations, anxieties, status and trends, in sustainability, consumption, and lifestyle.
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.
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.