In today’s rapidly evolving market, where consumers are increasingly conscious of environmental and social issues, brand activism has emerged as a critical differentiator in the sporting goods and outdoor industry. As a brand strategist, it’s clear to me that the expectations placed on brands have never been higher. The shift from passive consumers to active participants in a brand’s mission is driving a new era where the “what” of brand actions is more significant than the “why.”
This insight, drawn from the NXT Nordic Outdoor Consumer Report 2024, offers a roadmap for future-proofing brand strategies in the outdoor and sports sectors.
The evolving landscape of brand activism
The NXT report provides statistic evidence that the era of purpose-driven brand loyalty is giving way to a more results-oriented consumer mindset. 84% of consumers now expect brands to actively engage in and support environmental movements. This statistic alone should be a wake-up call for any brand still relying solely on narrative to connect with its audience.
Consumers, particularly within the Nordic region, are no longer content with just understanding a brand’s motivations; they want to see tangible, measurable impacts. They are asking, “What are you doing to make a difference?” rather than “Why are you passionate about this cause?” This shift places a premium on transparency, accountability, and above all, action.
Opportunities for strategic brand positioning
1. Outcome-based activism: The shift from narrative to action presents a unique opportunity for brands to stand out in a crowded market. Consumers are increasingly drawn to brands that demonstrate real-world impact. For example, the report reveals that 36% of consumers specifically want brands to engage in protecting biodiversity, while another 34% prioritize renewable energy initiatives. For CMOs and CEOs, this means that aligning your brand’s activism with these key consumer concerns is not just a good strategy—it’s a necessity.
2. Leveraging transparency: Transparency has evolved from a buzzword to a strategic imperative. Consumers demand more than broad commitments; they want detailed reports, real-time updates, and visible outcomes. Brands that can showcase their progress in areas like ocean conservation or climate action will build stronger trust and loyalty. This is particularly crucial in the outdoor industry, where authenticity and a deep connection to nature are foundational values.
3. Integrating activism with core brand strategy: Brand activism should not be a separate initiative but an integral part of your overall strategy. It’s about embedding these actions into the fabric of your brand, ensuring that every touchpoint reflects your commitment to making a difference. This approach resonates with the broader findings in the NXT report, which highlight a growing consumer desire for holistic, purpose-driven brands.
Connecting activism with other emerging trends
The focus on “what” rather than “why” is also interconnected with other key trends identified in the NXT report, such as Trailfulness and The Creative Collectives. Just as consumers seek mental well-being and creative outlets in their outdoor pursuits, they also demand authenticity and tangible results from the brands they support.
For instance, the rise of The Creative Collectives underscores the importance of community and cultural expression in the outdoor industry. Brands that can align their activism with the values of these collectives—whether through supporting grassroots environmental movements or collaborating on creative conservation projects—will find themselves at the forefront of a powerful cultural shift.
Strategic reflection: The path forward
For outdoor and sports industry leaders, the message is clear: brand activism is not a trend but a strategic imperative. The shift from purpose to action represents a profound change in consumer behavior, one that demands a reevaluation of how brands engage with their audiences.
By focusing on what your brand is doing—whether it’s protecting biodiversity, reducing carbon footprints, or supporting local communities—you can build a brand that not only resonates with today’s consumers but also leads the way in shaping a more sustainable, ethical, and connected future.
In this new era of consumer expectation, the brands that will thrive are those that move beyond the “why” to master the “what.” It’s time to put action at the heart of your brand strategy and lead by example, turning your brand’s purpose into real-world impact.
The future belongs to brands that do more than just talk about making a difference—the future belongs to those that act.
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>> Find out moreFredrik Ekström
Fredrik Ekström, a brand strategist and founder of Above The Clouds, brings over 20 years of expertise in consumer insights, brand development, and strategic communication. With a unique understanding of the evolving landscape of sustainability and consumer behavior within the outdoor and lifestyle industries, Fredrik unveils key findings from his latest report, THE NXT NORDIC OUTDOOR CONSUMER 2024. This report draws on data from 2,500 individuals across Sweden, Finland, Norway, and Denmark.
