All NXT Report articles

  • Header Creative Collectives
    Article

    The New Creative Collectives: a strategic shift in outdoor and sports culture

    2024-10-21T15:37:00Z

    How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands fully embrace this transforming consumer landscape. In this last out of four articles Ekström explains why Creative Collectives are a key to the active consumer.

  • Header Trailfulness
    Article

    Trailfulness: Embracing mental well-being as a strategic imperative in the outdoor industry

    2024-10-21T15:35:00Z

    In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but shows strategic opportunities for brands how to evolve a deeper relationship with their customers. In this second out of four articles Ekström explains how (mental) well-being can become a crucial part for their products, services and storytelling. For this he also introduces the expression of “Trailfulness”.

  • Header Feature Brand Activism
    Article

    Brand activism: The strategic imperative of “what” over “why”

    2024-10-21T15:35:00Z

    How do consumers and their habits change? What do they expect from brands and with which kind of brands do they engage? In a mini-series of articles brand strategist Fredrik Ekström reveals not only consumer insights but gives advise how brands get their positioning right and evolve a deeper relationship with their customers. In this first out of four articles Ekström explains why the “what” is nowadays more important than the eternal “why”.