Creating Future-Focused Brands
I help progressive brands grow by understanding people, their behaviors, motivations, and tomorrow’s expectations. My work turns deep consumer insight into strategies and concepts that strengthen both brand and business, blending insight, strategy, and activation into one seamless process.
Fredrik Ekström
Founder & Brand Strategist
Brand strategist and consumer behavior specialist. With 20 years across brand leadership and agencies, I help companies grow by understanding consumers and turning that knowledge into strategy, concepts, and communication that create commercial impact.
I grow brands & business through insight-driven strategy & activation
Brand strategist and consumer behavior specialist. With 20 years across brand leadership and agencies, I help companies grow by understanding consumers and turning that knowledge into strategy, concepts, and communication that create commercial impact.
Fast-track insights and
strategies with sprints.
In a 3–4 week sprint, I align teams around key insights from the reports, sharpen brand direction, and turn insights into action. Each sprint is tailored to your challenges, whether launching a campaign, shaping a go-to-market plan, or defining a long-term strategy.
The Complete
Winning Game Strategy
A consumer-led brand playbook designed for action. The Winning Game Strategy turns insight into direction and direction into execution built around four steps: mapping, alignment, planning, and activation. It helps brands move from planning to performance with clarity and confidence.
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TRETORN: Eco-Essentials Initiative
Based on insights, I created the brand concept Eco-Essentials. It included the full transformation of product, marketing, and sales team perspective on sustainable innovation and operation.
HOUDINI: Winning Game Strategy
Based on the Winning Game approach, I created a full strategy deck with who we are, how we act, consumer archetypes and activation building blocks and a new brand playbook.
WEEKDAY: Global Brand Campaign
The Class of Not Giving A F*ck. It was about sharpening cultural relevance with a generation that increasingly rejects traditional success narratives, rigid norms, and polished perfection.
TRETORN: Global Collab & GoToMarket
The collab with Nigel Cabourn and the launch of Tretorn SAREK led to a rejuvenation of the brand, reaching higher distribution and a lifestyle audience that resonated with the brand's ethos.
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Get Expert Advice
with A Free Consultation
Whether you’re launching a new product or struggling with marketing results, getting a bit of guidance can make all the difference.
The NXT Consumer Germany
The report is a consumer research and trend report. It is a collaboration between studio MM04 and Above The Clouds—Future Series, a quantitative research study of 1300 respondents focusing on preferences, aspirations, status, and anxieties related to sustainability and consumption.
The NXT Outdoor Consumer Nordics
The NXT Nordic Outdoor Consumer 2025 is a consumer research and trend report based on quantitative data from a national representative base of 2500 respondents in Sweden, Finland, Norway, and Denmark and interviews of 27 brand representatives from Nordic outdoor brands.
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.
Outdoor Impact Summit, Munich
From Sustainability Fatigue to Cultural Relevance. Sustainability isn’t dead; it’s just been misunderstood. Unpacks the emotional paradox modern consumers face and explains how brands can win them back through consumer-centric, insights-based messaging.
CPH Fashion Week, Copenhagen
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.
European Surf Summit, Seignosse
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.