PR and Marketing in the Nordics: Think regionally, connect locally
A close relationship with nature connects the Nordic countries. But shared outdoor traditions do not mean identical markets. Landscapes, languages and local networks shape how people spend time outdoors – and how brands can reach them.
In this 45-minute introduction, NORR Agency shows how to combine a Nordic strategy with local relevance, drawing on our work with deuter across the region.
5 steps to build your Nordic presence
1. Find common ground – make room for differences
A close relationship with nature connects Nordic outdoor communities, but landscapes, seasons and preferred activities vary. Identify where your products fit and adapt themes, product focus and timing to each audience. Use a shared Nordic plan, then translate and adapt your content for each market. Local editors can help get language, tone and terminology right while keeping your brand consistent.
2. Let the Nordics contribute to your brand
Localisation goes beyond translating a global campaign. How does your brand fit into Nordic outdoor life? Work with local people to interpret your products and values in those settings. And consider what can travel back into the global brand: Nordic landscapes, outdoor knowledge, design perspectives and stories from athletes and everyday users. Treat the region as a source of ideas, content and product feedback as well as sales.
3. Work with the people who organise outdoor life
Look beyond influencer audiences. Guides, outdoor educators, specialist retailers, clubs and outdoor organisations connect brands with people who actively use equipment. Identify who matters to your category. Build relationships around useful contributions such as product testing, skills sessions and guided activities. A regional ambassador programme can provide coordination while giving each partner a clear local role.
4. Connect small markets through a shared network
Each country has a relatively small specialist outdoor media and industry network, with relationships extending across borders. Coordinate PR, creator collaborations and paid media so that relevant stories can move between markets. Cooperation with complementary outdoor brands can also open doors to shared audiences through joint content, product testing and events. Keep local contacts, editorial angles and language versions distinct.
5. Build an event programme that works on the ground
The Nordics offer numerous outdoor festivals, competitions and community events, often separated by long distances. Select a mix that fits your products and goals, from larger festivals for visibility to guided activities for closer interaction. Build a seasonal programme that accounts for dates, audience overlap and travel. Involve local partners and coordinate staff, equipment and follow-up to make effective use of your regional budget.
Let’s make it happen
NORR Agency connects Nordic planning with local knowledge, combining PR, content, ambassador programmes, digital campaigns and events. Our work with deuter brings these elements together across Sweden, Norway, Denmark and Finland.
Get in touch to discuss your Nordic presence or book our 45-minute introduction to reaching Nordic outdoor communities.
Contact:
Philipp Olsmeyer
+46 76 297 70 22
Email
Your CSR report as a communication platform
A sustainability report should do more than meet regulatory requirements. Used strategically, it can build trust, engage key stakeholders, and turn complex data into clear, useful communication.
In this 45-minute introduction, NORR Agency shows how editorial thinking, audience insight, and smart content planning can help you get more value and impact from your report.
5 steps to turn your sustainability report into impact communication
1. Apply editorial thinking and journalistic craft
Approach your report like a publication, not a compliance document. Use clear storylines, engaging visuals, and strong headlines to make complex topics accessible. Apply editorial methods — ask critical questions, uncover the “why” behind each initiative, and craft narratives that inspire trust and engagement.
2. Reflect your target audiences
Your report serves multiple stakeholders, from investors and retailers to employees and consumers. Each group expects different information — from data transparency to human storytelling. Define these audiences early and tailor your tone, depth, and content to match their needs.
3. Transform DMA insights into storytelling
The double materiality assessment isn’t just a regulatory requirement — it’s an editorial foundation. Each material topic contains stories of innovation, partnership, and progress. Translate these insights into accessible, human-centered narratives using formats like interviews, features, and infographics.
4. Create a structured, collaborative process
A smooth report production process depends on coordination between sustainability, design, and editorial teams. Define a clear structure, chapter logic, and responsibilities from the start. Establish templates, tone of voice, and timelines to keep everyone aligned and ensure quality from draft to publication.
5. Extend your report’s life and impact
Your report shouldn’t end on the last page. Repurpose its content for websites, presentations, and social media to maintain consistent, fact-based communication across all touchpoints. When designed strategically, it becomes a lasting communication hub that strengthens trust and enhances brand reputation.
Let’s make it happen
Turning insights into impact takes both structure and storytelling. Our specialists at NORR Agency can help you transform your CSR report into a powerful communication asset that builds credibility, engagement, and trust.
Get in touchto start the conversation or book our 45-minute introduction to impactful sustainability reporting.
Contact:
Philipp Olsmeyer
+46 76 297 70 22
Email
From compliance to empowerment: Learn about impactful communication
New EU rules are raising the bar for sustainability claims. For outdoor brands, travel destinations and others, this means stricter requirements – and an opportunity to build trust and engagement.
In this 45-minute introduction, NORR Agency explains what the Empowering Consumers directive means for your company, and how to create communication that informs, engages, and stands up to scrutiny.
5 steps to avoid greenwashing and create meaningful content
1. Understand the new EU rules
In 2026, the EU’s Empowering Consumers for the Green Transition directive will become national, binding law. What will change compared with previous rules on sustainability claims? What does the timeline look like? And what do C-level management and owners need to know?
2. Review your claims
What do you claim on your website, in advertising, at point of sale? Start by mapping your key channels and messages. Some claims may only need clearer wording. Others may be too vague, unsupported, or embedded in your brand story in ways that create risk.
3. Put your audience first
The new rules put customers at the centre. How can you help them make better decisions — and take part in the green transition? To answer that, you need to understand who you are talking to, what they need, and what they expect from your brand.
4. Set goals and create clear guidelines
Is your goal simply to stay compliant? Or do you want sustainability to play a stronger role in your brand and customer engagement? If you aim for more than compliance, you need a clear platform based on reliable data, with guidelines that help teams communicate consistently.
5. Build trust through better content
With a trustworthy foundation in place, sustainability content can do more than avoid risk. It can support storytelling, community building, advocacy, and engagement. Many customers are looking for companies that take an active role in the green transition. Show them what you do — and what you can do together.
Let’s make it happen
Prepare your sustainability claims for the new EU rules on greenwashing. NORR Agency can help you understand the requirements, identify what needs to change, and create content that is credible, useful, and engaging.
Get in touch to start the conversation or book our 45-minute introduction to reliable sustainability claims:
Gabriel Arthur
+ 46 (0)70 632 54 99