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.
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