All CONSUMER & CULTURE articles
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ArticleUS survey maps the new brand heat race
L.E.K.’s 2026 Brand Heat Index maps where HOKA, On, Arc’teryx and Salomon are gaining on legacy leaders across athletic, outdoor and equipment categories.
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ArticleRunning shoes in 2025: more cushioned than ever
The sports shoe market swapped race-day fireworks for weekday miles. Gen Z embraced max-cushioned shoes for walking, running and commuting.
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ArticleGen Z chooses fitness over social media, Strava study reveals
Gen Z is turning away from social media toward active lifestyles, with running clubs, weight training and fitness spending on the rise in the US.
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ArticleWomen’s shoes still don’t fit
A new study shows most running shoes are still built for men’s anatomy — leaving women runners with discomfort, fit issues, and preventable injuries
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ArticleWomen are massive sports fans, yet feel unseen
A new study reveals that many women sports fans feel misunderstood by brands and leagues.
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ArticleFuture Fatigue: How brands can help consumers out of climate paralysis
Fredrik Ekström unpacks ‘Future Fatigue’ — why consumers care about climate but feel too overwhelmed to act, and what brands can do about it.
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ArticleFrom signal to substance: The new rules of consumer trust
German consumers demand proof over promises. Fredrik Ekström shows why brands must move from slogans to substance to earn trust.
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ArticleSecond-hand: From sustainability paradox to business case
Resale is moving from niche to growth engine. Fredrik Ekström explores how second-hand is becoming a business case.
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Market ReportsExclusive data: How Chinese consumers shop for outdoor apparel online
Explore key insights from the 2024–25 China Outdoor Apparel: 2024–25 Ecomm Report, including platform shifts, premiumization trends, and brand strategies from Nike, Anta and Hoka One.
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ArticleCircular economy: Survey suggests disruption
”The Tipping Point: Building trust in the circular economy” identifies key drivers for a change to circularity.
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Market ReportsExclusive data: How chinese consumers shop for sports footwear online
Explore key insights from the 2024–25 China Sports Footwear Ecomm Report, including platform shifts, premiumisation trends, and brand strategies from Nike, Anta and Hoka One.
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ArticleConsumer spending 2025 signals cooling growth and rising inequality
Global consumption continues to rise, but the pace is slowing. According to World Data Lab’s latest World Consumer Outlook 2025 (WCO#7), presented on May 15 alongside insights from a panel of chief economists, spending patterns are shifting regionally, demographically, and structurally.
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ArticleHow sporting goods brands can proactively combat counterfeits
Explore the complex landscape of combatting counterfeits with our legal expert Jochen Schäfer. Delve into the evolving strategies, collaborative initiatives, and advanced technologies shaping brand protection in the sporting goods industry.
