Fredrik Ekström – Unlocking responsible consumption

In this episode of New Horizons, Fabian Nendza speaks with Fredrik
Ekström, founder of Above the Clouds and a dedicated future shaper
working at the intersection of behavioral science, sustainability,
and brand strategy. Together they explore a central tension of our
time: If people care so deeply about sustainability, why does
meaningful change feel so slow? Drawing on consumer research
conducted across Nordic and German general-population samples,
Frederick outlines a striking paradox: - 8 out of 10 people fear
environmental collapse - 7 out of 10 feel they are already doing
all they reasonably can - 9 out of 10 feel their individual actions
don’t make a difference So what does this mean for brands?
Frederick argues that “winning the consumer game” isn’t about
manipulating behavior through funnels and fear, it’s about
understanding how people actually think and feel. The real
opportunity lies in reducing overwhelm, building trust, and
starting from shared intention. In This Episode we will look at the
emotional tension between discomfort and overwhelm in
sustainability. - Why brands face the same psychological barriers
as consumers - The five consumer archetypes — from “sustainability
zombies” (~10%) to committed pioneers (~10%), with most people in
the messy middle - Why green hangtags and technical claims often
fail - The growth of secondhand and why durability, care, repair,
and resale are becoming hygiene factors - Why we won’t build a
prosperous future by analysing last year’s sales figures The
majority of consumers want to act responsibly, but feel stuck.
Change won’t come from guilt or pressure, but from clarity, trust,
and shared intention. Brands and consumers are not opponents, they
are navigating the same system. The opportunity lies in meeting
people where they are and building progress step by step. Learn
More If you’re curious about Frederick’s work, or if you work for a
brand that wants to better understand what truly moves consumers,
you can connect with Above the Clouds www.abovetheclouds.se About
the Podcast New Horizons is dedicated to giving a voice to the
people in outdoor and sustainability who are shaping a positive and
possible future.