The Business Case for Nature: Why Investing in Biodiversity Builds Brand Equity and Consumer Trust

Fredrik Ekström is a consumer-centric brand strategist and founder of Above The Clouds Communication. With more than 20 years of experience across brand strategy, marketing, and communication, he helps sports, outdoor, and lifestyle brands turn consumer insights into strategies, concepts, and brand storytelling. He is the creator of The Future Series and author of The NXT Consumer Reports and the Care For The Outdoors report, research studies based on large-scale consumer data and industry interviews. His work helps brands understand the gap between consumer values and brand communication, and what it takes to build trust, relevance, and long-term equity in a changing world. His latest work explores how biodiversity and nature-positive strategies are becoming a strategic business case, helping outdoor brands build consumer trust and long-term preference.