Dan Yates, Executive Director at EOCA (European Outdoor Conservation Association), and Fredrik Ekström, Consumer Insight and Brand Strategist at Above The Clouds, will present why investing in biodiversity is not just an environmental necessity but also a business advantage that builds brand equity. Consumers are sending a clear signal: they want brands to take action for nature. In this session, Dan Yates (EOCA) and Fredrik Ekström (Above The Clouds), will explore the business case for biodiversity. “Protecting biodiversity isn’t a tick-box task — it’s a commitment woven into your brand’s value chain. Small, smart actions rooted in your brand’s purpose can ripple outward, creating real impact and building brand equity, where nature and consumers meet.” - Dan & Fredrik. This conversation will bridge the gap between business commitments on biodiversity and consumer expectations (based on insights from The NXT Outdoor Consumer Reports, Nordics+Germany), proving that investing in nature isn’t just the right thing to do—it’s a strategic move for long-term brand and business success.