All consumer articles
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ArticleChinese consumers between love for the outdoors and pursuit of premium activewear
China’s outdoor market has reached €20 billion with 23 percent growth. Premium activewear has become the new luxury as consumers prioritize wellness over fashion. Insights from ISPO sessions.
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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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Infographics & DataSustainability and Gen Z Consumers
We bring you some key numbers from the latest research into Gen Z consumers and their thoughts on sustainability. See what 9 out of 10 think.
