NEW REPORT
The impact of
The NXT Sustainable Consumer
The NXT Sustainable Consumer Report 2025 offers a deep dive into the evolving landscape of green fatigue, eco-consiuous consumers and sustainability as a lifestyle concept in the Nordic region. Backed by data from over 2,500 respondents across Sweden, Finland, Norway, Denmark, this report uncovers key insights for brands looking to tap into the “green” consumer trends shaping consumer behaviour. Don’t miss out on this essential resource to future-proof your business in the fashion and lifestyle market.
Through Above The Clouds - Future Series NXT Sustainable 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 sustainable choices what is driving sustainability status, and the underlying drivers, influencing aspirations, anxiety, social and commercial life
SUSTAINABILITY INCREASINGLY FRAGMENTED
NO ONE SOLUTION LABEL FOR SUSTAINABILITY
We know that sustainability as a trustworthy one-solution label, where the word has a universal meaning and getting decoded the same way regardless of the consumer, has long been co-opted. Instead we find that the meaning of sustainability are increasingly granular to the consumer. They continuously examen how their behaviours affect the planet and their self image while evaluating their relationships with, and trust of, their beloved brands
LEARN HOW TO HARNESS THE FUTURE
GET YOUR REPORT
Get the NXT Sustainable Consumer Report 2025 for €500 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.
NXT SUSTAINABLE CONSUMER REPORT
WHATS IN THE REPORT
Inside the NXT Sustainable Consumer Report 2025, you'll discover data-driven insights on consumer archetypes, sustainability readiness, and sustainability aspirations. The report explores barriers to sustainability lifestyles, brand activism, and how consumers are aligning their values with their consumption and when not. It’s a must-read for any brand aiming to connect with green consumers in the fashion and lifestyle market.
NXT SUSTAINABLE CONSUMER REPORT
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 Second hand
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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
Strategic foresight is the most valuable tool you can adopt to identify future opportunities, earn engagement and move heads and hearts of your target audience
STRATEGY: ISPO MUNICH - ACCELERATING SPORT
WINNING THE CONSUMER GAME: FROM INSIGHTS TO STRATEGY
In this in depth interview for ISPO Munich, I share how brands can stay ahead by building consumer-centric sustainability strategies that truly resonate. Drawing from in-depth data and consumer insights, I reveal what it takes to win the hearts of today’s conscious consumers.
This is part of an ISPO project to inspire and educate around sustainability challenges and opportunities, exploring strategies shaped by real-world conversations with leaders at the intersection of sport, outdoor, and sustainability.
TRENDS AND CONSUMER INSIGHTS
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'll 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 behaviors. Whether you're looking to ignite your team's creativity, drive innovation, or stay ahead of the competition, my presentations are designed to help you succeed.
Book me to discover the power of future-focused thinking.
An important challenge for anyone who wants to drive consumption in a more sustainable direction is how to spread their ideas and initiatives while still being relevant and attractive to the consumer.
FROM INSIGHT TO STRATEGY AND ACTIVATION
CREATING WINNING GAME STRATEGY
I have +20 years of experience working with brand strategy and activations, mainly within fashion, outdoor, sports and food & beverage.
With Above The Clouds, I offer a service as freelance consultant, specialised in aligning the three worlds of: insights, strategy and activations into "Winning Game Strategies". By genuinely accelerate the flow between these three worlds, i create actionable strategic concepts that build real brands, for real people in the real world.
I offer this on interim, project based or billed by the hour. It depends on your need and resources
ONGOING WORK: GLOBAL BRAND STRATEGY - HOUDINI
HOUDINI: GLOBAL BRAND,
WINNING GAME STRATEGY
As a strategic brand consultant i am now creating a new Winning Game Strategy for the Houdini Brand Globally. The work is carried out together with Houdini and include Brand DNA and foundation, target audiences, consumer archetypes, customer key needs, communication and messaging, our approach to brand marketing and a new storytelling playbook for activations.
This project will carry on until mid October.
And until then i'm fully booked.
CASE: GLOBAL BRAND CONCEPT - WEEKDAY
STRATEGIC BRAND CONCEPT, GLOBAL
As a brand strategy consultant for WEEKDAY, my objective was to create a Global Long Lead Brand Concept, to be activated for a broad reach target audience, based on the direction of Weekday The Creative Collective. The concept should be based on real insights about Gen-Z relations to street fashion and trend drivers.
The concept i created act as a long lead direction with a strategic framework to build distinctiveness and recognition but also open for freedom of seasonal creativity.
CASE: GLOBAL WINNING GAME STRATEGY, VÉLOSOPHY
VELOSOPHY: GLOBAL BRAND
WINNING GAME STRATEGY
As a brand strategy consultant for VÉLOSOPHY, my objective was to create a Winning Game Strategy with a purpose to reignite the brand globally. By conceptualising the brands DNA through the "Part Bike - Part Philosophy" approach, a storytelling playbook, and a new brand marketing approach with campaign building blocks.
Vélosophy isn't just a bicycle brand; it's a philosophy and a movement celebrating creativity, sustainability and social responsibility. Vélosophy aims to be the most beloved philosophy-driven bicycle brand, deeply connected with the creative generation with a mission to put life in motion and inspire others to care for people and the planet.
CASE: GLOBAL BRAND CONCEPT, TRETORN
TRETORN: GLOBAL BRAND, SUSTAINABILITY CONCEPT,
As Head of Marketing and Creative Director for Tretorn Europe, I created and led the development of The Eco-Essentials Initiative, a strategic brand initiativ with the objective to reposition the Tretorn brand globally.
My role was creating initiative and strategic sustainability platform with purpose statement, vision and manifest. Creating a new identity, logo's and on product branding. Setting up new product and category development.
We launched the initiative through social campaigns, PR, collaborations and retail activations. I managed sales training and set up European GoTo market strategies.
CASE: GLOBAL BRAND CONCEPT - TRETORN
TRETORN: GLOBAL BRAND, SAREK ECO-APPAREL
As Creative Director for Tretorn Europe, I led the development of SAREK Eco-apparel category within the Eco-Essentials Initiative. The goal was to create a symbolic action within sustainable innovation, appealing to international audience, targeting both lifestyle and outdoor consumers.
The project was a collaboration across teams—product, design, sales, and marketing. My role was creating the concept, directing design, styles, assortments, and develop a new visual identity, including logotypes, photo shoots and brand narratives. I set up the GoTo Market Strategy with sales strategies, trade show setups, and served as the spokesperson for the concept and sustainability.
CASE: GLOBAL BRAND CONCEPT - TRETORN
THE GHOST NET PROJECT, GLOBAL BRAND CONCEPT
As Creative Director for Tretorn Europe, I created and led the development of "The Ghost Net Project". A strategic brand development project within sustainable innovation and collaboration.The objective was to show sustainability commitments through real product development where we turned ocean trash into treasures. We launched the project through PR, thought leadership, collaborations, and retail marketing.. My role was creating the concept, act as strategic and creative lead, design and visual direction, GoTo-Market strategy and manage activations.
The Future is Closer Than You Think ...
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.
