New Horizons – The Globetrotter Podcast for sustainability in the Outdoor industry.
EPISODE 29.
Fredrik Ekström
Unlocking responsible consumption
Fredrik Ekström from Above the Clouds on Responsible Consumption, Consumer Paradoxes & Brand Strategy
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
Listen up.
GRV is the editorial team behind New Horizons, Globetrotter Ausrüstung’s podcast on sustainability in the outdoor world.
We’re at a defining moment in human history. The choices we make now will determine whether we protect life on this planet—or lose it.
There’s no middle ground. But there is a way forward: by listening to each other, aligning our actions, and working together across industries, sectors, and stories.
That’s how real change happens—and that’s the work GRV is here to do. With this podcast, Globetrotter shines a light on the people, tools and ideas driving positive change.
From game changer personalities, fair supply chains practices to circular design, from protecting wild places to rethinking business as usual—we explore what sustainability really means to outdoor lovers!
“It is possible, as a human being, to care deeply about something but still not act on it. Understanding that paradox can be a make-or-break moment for brands if they want to nudge people toward making better decisions. Most brands want to do good, and most consumers want to consume responsibly. Let’s just work with that.”
