Research Radar: Friluftsliv

Joe McDonnell

This report from WGSN that looks at Friluftsliv, the Norwegian concept of “free air and life” that has been taking hold during the COVID-19 pandemic as people spend more time outdoors.
  • Consumers have increasingly been adopting a holistic approach to personal health, viewing it as a part of their wellbeing, and growing the wellness market to $4.2 trillion globally, according to the Global Wellness Economy Monitor.
  • Friluftsliv, which focuses on spiritual and physical wellbeing through nature, is another Scandinavian self-care practice that has become popular in recent years; others include the Danish concept of hygge, and the Dutch practice of niksen.
  • Central to the popularity of friluftsliv is its accessibility – encompassing a range of activities, it does not require specialised equipment, planning or spectacular scenery.
  • Friluftsliv has caused record increases...

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