Trends with business value

Speaker : Fredrik EKSTRÖM

From index to reality: transforming consumer trends into value for the brand and the company

In a world where "future fatigue" is growing, guessing is no longer a strategy. Fredrik (Above The Clouds) shares insights from The Future Series, conducted with 3,800 respondents in Northern Europe and Germany, as well as his international studies The NXT Outdoor Consumer and The NXT Sustainable Consumer. This research reveals how values, trends, and contradictions are shaping today's consumers. Fredrik shows how brands can turn these insights into confidence, engagement, and growth, and provides participants with tools to activate value-generating Nature+ and sustainability initiatives.

Too many strategies still rely on guesswork, assumptions, outdated personas, and anecdotal insights. In a rapidly changing consumer landscape, that's not a strategy—it's a gamble.

During this session, Fredrik will share findings from The Future Series, including The NXT Outdoor Consumer Reports (3,800 respondents in Northern Europe and Germany), The NXT Sustainable Consumer Reports published annually since 2020, and his international Future Outdoor Consumer study.

He will explore the areas where values, trends, and contradictions clash in the minds of modern outdoor consumers, and how brands can engage with those known as "Future Fatigue – Now-ism Consumers." More importantly, he will show how brands can overcome this fatigue, regain cultural relevance, and meet consumer expectations for sustainability, nature, and lifestyle aspirations.

This conference goes beyond simply understanding consumers: it is about transforming that understanding into a roadmap for brand and business growth. Participants will leave with concrete examples, tools to champion sustainability and Nature+ initiatives internally, and a clear vision of how consumer engagement can translate into brand trust, loyalty, and sustainable business value.