Fredrik Ekström
Fredrik has over 20 years of experience in brand strategy, development, and communication from working with active lifestyle brands within sports, fashion, outdoor and food and beverages. Both from agencies and from the brand side – including 6 years as Creative Director and Head of Marketing at Tretorn Europe. Through his company Above The Clouds, he is specialized in progressive lifestyle brands and transforming insights into actions. He helps brands understand global drivers, value changes, and macro trends. How that could be defined into their strategic platform and then turned into a roadmap of actions. He is a dedicated outdoor sports enthusiast with a background from the snow and skateboard industry in Sweden and scuba diving in Malaysia. Today he is a dedicated trail and mountain runner during summer, ski touring and all mountain enthusiasts during winter.
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ArticleSustainability has become a status symbol for Gen Z
Gen Z consumers incorporate sustainable values but wish they had more knowledge. We explore what this means for brands and the mistakes to avoid.
ArticleEngaging with the sustainable consumer: A journey without an end goal
The latest NXT Sustainable Consumer Report 2022, conducted by Swedish market analyst Fredrik Ekström from Above the Clouds, aims to cut through the fog of uncertainty around sustainability and reveal a journey we’re on, as consumers and brands. In his contribution to the EDM Sustainable Business Special, he explains the ...
