In today’s evolving market, consumers are increasingly conscious of environmental and social issues but are also growing sceptical of traditional “green” narratives. Many feel disconnected from brands’ purpose-driven messaging, experiencing what’s often called “green fatigue.” This has sparked a fundamental shift: consumers are no longer content with knowing why brands care—they want to see what they are doing to make a tangible difference.
The NXT Outdoor Consumer Report reveals the urgency of this shift, with 84% of the Nordic population (and 89% of Gen Z) expressing frustration over the lack of engagement and measurable impact from brands. This demand for tangible results is reshaping expectations and placing new pressure on brands to demonstrate accountability and authentic activism. For any brand still relying heavily on purpose-driven narratives to connect with its audience, this statistic should be a wake-up call.
Icebug: Sustainability with Impact
Icebug, a leader in sustainable outdoor footwear and recent winner of the Encouragement for Action Award by Stockholm Fashion District, exemplifies this transition from why to what. As Sebastian Lundfall, Head of Communication at Icebug, explained:
– About ten years ago, we started analysing our value chain to reduce emissions. From eliminating inbound airfreight to using sustainably grown natural rubber, our focus has always been on actions that create real change.
Can you provide examples of supporting social/environmental movements?
– Our support for movements like Protect Our Winters and Naturarvet isn’t about building consumer loyalty—it’s about contributing to causes that align with our vision of a thriving society on a balanced planet. We’ve also taken a louder public stance on issues, such as campaigning visibly for natural forest protection in Stockholm, showing our commitment to influencing change where it’s most needed.
How do you ensure authenticity in Icebug’s activism?
– Since our efforts are driven by positive change rather than marketing, authenticity is never questioned. We support causes that align with Icebug’s values, whether it’s providing gear for low-income families or investing in preserving forests. Our employees are nature lovers, and we see our work as a reflection of our passion and responsibility toward the environment.”
How does Icebug balance environmental goals with commercial realities?
– There is tension in being anti-overconsumption while needing to sell products. Our purpose in selling is to get people outside more often. We avoid marketing tactics that push unnecessary purchases, instead designing a careful buying process. We also base our business target on the number of uses of our products, focusing on customers who value longevity. Ultimately, we believe that promoting high-quality outdoor lifestyles reduce resource use while increase quality of life.
This dedication resonates with consumers, especially as Icebug balances its commercial goals with environmental stewardship. “We don’t push overconsumption,” Lundfall added. “Our business goal isn’t just selling shoes; it’s about creating a lifestyle of high experiences and low resource use.”
Third Culture Kids:
Redefining Access and Inclusion
Brand activism isn’t solely about environmental issues. As the historically exclusive outdoor space becomes more inclusive, the social dimension of activism is equally critical. Third Culture Kids, an organisation redefining outdoor accessibility, embodies this principle.
– We focus on access and participation,” shared Al-Wadood Suberu, Founder of Third Culture Kids. “Nature shouldn’t require special skills or gear—it should be for everyone.” Their programs—like affordable bus rides to nature reserves and community breakfasts—break down barriers for those historically excluded from outdoor experiences. These initiatives go beyond awareness, creating tangible opportunities for connection.
How is Third Culture Kids moving beyond awareness to drive real, tangible change in diversity and inclusion?
– To create real change, we focus on redefining the concept of nature itself. It’s not just about inclusivity—it’s about access and participation. We aim to make nature approachable for everyone, especially those from urban areas who may not have felt welcome before. By reshaping how we talk about and experience outdoor activities, we are breaking down barriers set by the industry’s historically exclusive culture. Nature should be for everyone.
What specific actions have you implemented to create a more inclusive outdoor community?
– We’re building participation through hands-on programs prioritising accessibility and connection over traditional standards. Our initiatives include affordable options, such as budget-friendly bus rides from city centres to nature reserves, and community breakfasts, encouraging everyone to come ‘as they are.’ Our goal is to foster a community where people feel comfortable engaging with nature on their terms.
How do you engage with brands to ensure they understand that inclusivity is about actions, not just intentions?
– Our partners, including Patagonia and Houdini, share our commitment to action-driven inclusivity. We guide these brands to see inclusivity as more than a theoretical concept—it’s about tangible commitments realised through participation. Over time, we believe this approach will lead to a genuine transformation in how the outdoor industry welcomes everyone.
Can you share a success story where your initiatives made an impact on participant diversity?
– One of our biggest successes has been the growing number of ‘first-timers,’ particularly young people, joining our hikes alone. Many used to think the outdoors was only for a certain type of person, but our welcoming environment has helped change that perception. Seeing participants connect with nature on their own terms shows that our work is making a real difference.
Strategic Reflection: The Path Forward
The shift from why to what is both a challenge and an opportunity for brands in the outdoor industry. By demonstrating measurable impacts—whether saving forests, reducing emissions, or opening access to nature—brands can forge deeper connections with their audiences. In this results-oriented era, authenticity and transparency aren’t optional; they are the foundation of trust and loyalty.
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 brand strategy and lead by example, turning purpose into real-world impact.
Fredrik Ekström, an editor-at-large at Scandinavian MIND and 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 behaviour within the outdoor and lifestyle industries, Fredrik unveils key findings from his latest report, THE NXT OUTDOOR CONSUMER. This report draws on data from 2,500 individuals across Sweden, Finland, Norway, and Denmark.