Neue Horizonte

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

www.abovetheclouds.se

About the Podcast
New Horizons is dedicated to giving a voice to the people in outdoor and sustainability who are shaping a positive and possible future.

In this episode, we speak with Dan Yates, Executive Director of the European Outdoor Conservation Association (EOCA), about why biodiversity loss has become one of today’s most pressing challenges for business, society, and the outdoor industry. We explore the business case for biodiversity — and what it really means for companies to become nature positive.
What you’ll learn in this episode:
• Why biodiversity loss and climate change are deeply connected — and how degraded ecosystems intensify climate impacts.
• What a nature-positive approach looks like in practice, far beyond carbon accounting.
• Why the outdoor industry is uniquely positioned to lead on biodiversity action.
• How investing in nature creates long-term ecological benefits and immediate brand value.
• What companies can do right now — from reducing impacts to partnering with credible conservation organizations.
Dan also shares insights into EOCA’s global conservation work, emerging frameworks like TNFD, and why reconnecting people with nature is essential for a sustainable future.

References: EOCA- https://www.eocaconservation.org/
Planetary Boundaries https://www.stockholmresilience.org/research/planet
Intergovernmental Science Policy Platform on Biodiversity and Ecosystem Services (IPBES)- https://www.ipbes.net/
Biodiversity Net Gain https://www.gov.uk/guidance/understanding-biodiversity-net-gain
Nature Credits Proposal https://ec.europa.eu/newsroom/env/items/892839/en
Taskforce on Nature related Financial Disclosures (TNFD) https://tnfd.global/
Carbon accounting vs biodiversity accounting (general concept) https://www.planetaryaccounting.org/
Global Reporting Initiative (GRI Standards) https://www.globalreporting.org/

Zu Gast in dieser Episode ist Marco Hühn, CSR-Manager bei Deuter, einem der führenden Outdoor-Ausrüster Deutschlands und Mitglied der Fair Wear Foundation mit “Leader Status”.

Myanmar war über viele Jahre ein wichtiger Produktionsstandort für Deuter – bis sich die politische Lage nach dem Militärputsch 2021 drastisch veränderte. Unterdrückung von Gewerkschaften, eingeschränkte Kontrollmöglichkeiten und mangelnde Rechtsstaatlichkeit stellten Deuter vor eine schwierige Frage: Bleiben oder gehen?

In dieser Episode sprechen wir mit Marco eingehend über:
• den Entscheidungsprozess hinter dem Rückzug aus Myanmar,
• wie Deuter den Ausstieg sozialverträglich und verantwortungsvoll gestaltet hat,
• das ethische Dilemma zwischen wirtschaftlicher Verantwortung und moralischem Handeln,
• und was dieses Dilemma für die Zukunft fairer Lieferketten bedeutet.

Für alle, die unbequeme Entscheidungen nicht scheuen – und wissen wollen, wie man schwere Schritte fair geht.
Fair Wear Member Deuter mit Leader Status https://www.fairwear.org/brands/deuter/
Deuter Promise: https://www.deuter.com/de-de/verantwortung

In this episode of New Horizons, host Fabian Nendza speaks with Pascale Moreau, founder of OHANA Public Affairs, a leading Brussels-based consultancy helping businesses navigate the complex world of EU sustainability policy.

Together, they unpack:
• What’s really happening in Brussels after the 2024 EU elections
• The evolving fate of the EU Green Deal and what it means for business
• How legislation like the CSRD (Corporate Sustaibaility Reporting Dicrective) and CSDDD (Corporate Sustainability Due Diligance Directive) is being reshaped—and whether it’s a needed correction for implementation or a dangerous watering-down
• What’s behind terms like “green claims,” “digital product passports,” and “nature credits”
• Why supply chain traceability is now a business imperative—not just a compliance box
• And most importantly: how businesses can move beyond fear of bureaucracy and embrace legislation as a driver of positive change.

Whether you’re a sustainability leader, policy nerd, or brand navigating ESG complexity, this episode offers valuable insights—and hope. Because doing the right thing isn’t just ethical; it’s the North Star for long-term business success.

EU policy is highly dynamic right now. Stay informed by:
• Following OHANA’s blog https://ohanapublicaffairs.eu/blog/
• Regularly checking the EU Commission’s website https://commission.europa.eu/index_en
• Signing up for alerts via the “Have Your Say” consultation system: https://ec.europa.eu/info/law/better-regulation/have-your-say_en

Wir sind in der Eifel und sprechen mit Johanna und Tobias Wohlleben – sie leiten die Wohllebens Waldakademie, gegründet von Peter Wohlleben, dem Autor des Bestsellers Das geheime Leben der Bäume.

Mit ihrem Urwaldprojekt schaffen sie ein einzigartiges Schutzgebiet für alte, wilde Laubwälder – ganz ohne forstwirtschaftliche Nutzung. Ein Ort, an dem die Natur einfach Natur sein darf. Kein Eingriff, kein Kahlschlag – stattdessen wachsen, vergehen, Lebensraum werden.