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The NXT Nordic Outdoor Consumer Report 2025
"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, Denmark, and interviews with 27 industry experts, this report uncovers key insights for brands looking to tap into the outdoor lifestyle trends shaping consumer behaviour. Don’t miss out on this essential resource to future-proof your business in the outdoor market."
Through Above The Clouds - Future Series NXT Outdoor Consumer Report we provide an insights driven platform with focus on real consumer insights, what they feel, think, and aspire too. Create a deeper, more long-lasting, understanding for the behavioural and attitudinal trends shaping outdoor culture what is driving sustainability, and the underlying drivers, influencing social and commercial life.
LEARN HOW TO HARNESS THE FUTURE
GET YOUR REPORT
Get the NXT Nordic Outdoor Consumer Report 2024 for €1400 and learn how to engage with the next generation outdoor consumer with insights of 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.
As a change forecaster,
Above The Clouds guides you through a shifting outdoor consumer landscape, by providing expert consumer insights and actionable strategic advise.
NXT NORDIC OUTDOOR CONSUMER REPORT 2025
WHATS IN THE REPORT
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 connect with experience seeking consumers in the outdoor market.
NXT NORDIC OUTDOOR CONSUMER REPORT 2024
WHATS IN THE REPORT
Dive into the report’s key trends, shaped by outdoor and leisure pioneers and inovators:
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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
STATUS AND THE SUSTAINABILITY PARADOX
SUSTAINABILITY
Status in Sustainability and the Sustainability Paradox Consumers want to be more sustainable but often feel ill-equipped to make the right choices. The Sustainability Paradox reveals how 7 in 10 Nordic consumers are anxious about sustainability but lack the knowledge to act. This gap presents a major opportunity for brands to lead the way in education and responsible consumption
OUTDOOR AND ECO-CONSCIOUS BEHAVIOUR
THE LOVE OF NATURE
Outdoor enthusiasts are naturally aligned with sustainability. The report highlights a strong correlation between frequent outdoor participation and eco-conscious behaviors. Brands that champion environmental stewardship can forge stronger connections with these consumers by promoting sustainable outdoor experiences.
GREEN OUTDOOR CONSUMER ARCHETYPES
THREE ARCHETYPES
Meet the Dedicated Pioneers, Anxious Activists, and Eco-Swingers—three distinct consumer profiles leading the charge in sustainability. From values-driven to status-seeking consumers, these archetypes help brands tailor their messaging and align with consumers' unique motivations for living green.
NATURE ESCAPES AND WELLBEING
TRAILFULNESS
Trailfulness is the growing trend of blending mindfulness with outdoor activities. As more consumers turn to nature for mental well-being and escapism, brands have a unique opportunity to promote outdoor products that support mental health and personal rejuvenation.
THE NEW FORM OF CONSUMER ENGAGEMENT
FANDOM TO FUNDOM
Consumers are shifting from passive brand fans to active participants, a trend coined From Fandom to Fundom. This new dynamic encourages deeper engagement where customers become co-creators and advocates for their favorite outdoor brands.
THE NEW SHAPES OF URBAN OUTDOOR
GORP CORE EVOLUTION
Gorp Core embraces the fusion of functional outdoor gear with fashion-forward aesthetics. This trend is a cultural statement that combines rugged outdoor style with everyday wearability, giving brands a chance to expand their influence beyond traditional outdoor enthusiasts.
THE NEW FORM OF CREATIVE CULTURAL HUBS
CREATIVE COLLECTIVES
Outdoor activities like trail running and gravel biking are becoming cultural hubs, fostering Creative Collectives. These communities blend performance with creativity, offering brands a new way to connect with lifestyle-driven consumers seeking more than just physical activity.
LEARN HOW TO HARNESS THE FUTURE
ORDER YOUR REPORT
The report reveals critical insights of triggers and barriers that influences outdoor activities, trends like Trailfulness, From Fandom to Fundom, The New Creative Collectives and Gorp Core. Brands will learn how to engage with three green outdoor archetypes and leverage consumer loyalty through shared values. Dive into the sustainability paradox, explore emerging trends, and gain strategic recommendations for driving brand loyalty and growth.
LEARN HOW TO HARNESS THE FUTURE
ORDER YOUR REPORT
Purchase the NXT Nordic Outdoor Consumer Report 2024 for just €1400 and gain exclusive insights into the latest trends in outdoor lifestyles and sustainability. With your purchase, you’ll also receive a 1-hour presentation where I’ll walk you through the 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 Future is Closer Than You Think ...
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