Nordic Marketing: How Design Thinking Shapes Brand Loyalty

Summary: Nordic design thinking in marketing harnesses simplicity, empathy and human-centred innovation to make deeper connections between brands and audiences. Combining Nordic marketing design with data insights, brands can create experiences that feel real and joyous. This approach can lead to stronger loyalty and growth.

In this article, you will learn what Nordic design thinking in marketing means. You will see why it matters for modern brands. We will discuss how to use a minimalist marketing approach based on empathy. You will find real-world examples of Nordic brand values in action.

Lastly, we will cover how to handle common challenges and provide actionable, empathetic guidance inspired by Ainoa’s Nordic values.

Nordic design thinking in marketing harnesses simplicity, empathy and human-centred innovation to make deeper connections between brands and audiences.

What is Nordic design thinking in marketing?

Nordic design thinking in marketing combines the simplicity and functionality of Nordic design with a human-centred approach. Based on Nordic values like transparency, equality, and nature-inspired simplicity, it aims to understand people's needs and behaviors. Based on these, it creates messages and experiences

Defining the core principles

• Minimalist marketing approach: Strip away the superfluous to focus on what truly matters to the consumer.

• Empathy-driven insights: Use qualitative research and behavioral data to step into customers’ shoes.

• Iterative co-creation: Prototype campaigns quickly, gather feedback and refine.

Why does Nordic design thinking in marketing matter?

Empathy-driven marketing isn’t just another new marketing trend you need to catch up with. We also know that science supports utilising Nordic design thinking in marketing. A 2018 study by Motista shows that brands that build emotional connections have a 306% higher lifetime value. This is compared to brands with just “satisfied customers”.

Moreover, we also know through multiple studies, such as Gallup's from 2024, that consumers make decisions based on emotions. Roughly 70% of people base their purchasing decisions on emotion, while only 30% base them on rationality.

By embracing Nordic values—simplicity, authenticity and sustainability—brands can cut through marketing noise. This approach leads to memorable experiences and long-term loyalty, rather than one-off transactions.

Empathy-driven marketing, grounded in simplicity and authenticity, delivers 306% higher customer lifetime value using the 70/30 marketing principle.

Case studies: Nordic marketing in action

Fjällräven Kånken: The power of problem-solving simplicity

Perhaps no product better embodies Nordic design thinking marketing than Fjällräven's iconic Kånken backpack. In the late 1970s, up to 80% of Swedish schoolchildren suffered back pain from carrying heavy, uneven shoulder bags and bulky books.

As a solution, Åke Nordin responded by designing the Kånken backpack. A minimalist, rectangular pack with straps running down the back to distribute weight evenly and prevent slippage.

The Fjällraven named the Kånken after the Swedish verb kånka, which means "to lug around." Its simple design and honest branding show important Nordic values such as functionality and transparency.

Rather than relying on glossy ad campaigns, Fjällräven encouraged satisfied customers to share authentic stories on social media. As a result, from 2010 to 2017, Fjällraven's annual sales grew tenfold, and the global brand awareness rose over 70%. This iconic campaign made the Kånken both a useful tool and a cultural icon.

A minimalist backpack born from empathy and simplicity, the Kånken redistributed weight to solve back pain, fostered organic advocacy, and grew sales tenfold while becoming a cultural icon.

IKEA’s “Wonderful Everyday”

We couldn’t talk about Nordic design thinking in marketing without mentioning the Nordic giant IKEA. IKEA’s “Wonderful Everyday” campaign addressed modern urban stress by celebrating small rituals that bring joy. These small rituals included things like a good morning routine and a quiet moment at a clean breakfast table.

In this campaign, IKEA uses Nordic design thinking smartly to reduce visual clutter. Each ad focuses on one main idea: everyday simplicity improves well-being. The campaign leveraged micro-documentary videos and interactive in-store displays to invite customers into real-life scenarios, emphasising authenticity over spectacle.

IKEA implemented brand empathy and emotional storytelling in all areas: digital, print, and stores. Results were impressive: top-of-mind awareness grew 10%, market share rose from 2% to 8.2% and annual sales grew from 1.6% to 8%. This demonstrates that minimalist messaging can create strong emotional connections and lead to real business results.

Volvo’s Safety-First Storytelling

When most people think of Volvo, they think of car safety — seatbelts, crash tests, protection on the road. Those are a few qualities that many people know Volvo for. But in 2021, Volvo redefined what safety means for future generations.

The campaign did not focus on airbags or technical details. Instead, the campaign focused on a bigger question: “What’s the ultimate safety test?”. The answer wasn’t inside a laboratory — it was outside, in the world our children will inherit.

The campaign highlighted how climate change is the greatest safety challenge of all. Through cinematic and emotional storytelling, Volvo positioned its electric car range not just as vehicles. Instead of focusing on just cars, Volvo framed its cars as part of a commitment to protect families and the planet they depend on.

Volvo's emotional messaging — from crash protection to environmental protection — reframed safety in empathetic terms. This way, the brand built trust with younger audiences by showing that real security means protecting lives now and in the future. As a result, the audiences value seat belts just as much as they value sustainability.

The campaign is a powerful example of Nordic-rooted branding. Volvo's simple, human-centred messaging skillfully connected safety to empathy and responsibility, boosting Volvo's brand image.

Ainoa is one of the few creative agencies worldwide specialising in empathetic marketing and applying empathy in marketing through bespoke tools and empathy mapping.

Best practices for empathy-driven, minimalist marketing

• Embed empathy at every stage: research, concepting, execution and evaluation.

• Use data ethically: respect privacy and be transparent about insights gathering.

• Maintain visual consistency: adopt a cohesive Nordic palette and typography.

• Speak the customer’s language: blend conversational tone with credible, research-backed claims.

• Celebrate imperfections: authenticity fosters trust, so embrace human-centred spontaneity.

What’s next for Nordic marketing

Looking ahead, the fusion of empathy-driven marketing with AI-enabled predictive analytics will enable hyper-personalised experiences that feel handcrafted rather than algorithmic.

Brands championing Nordic marketing principles will improve customer loyalty and have a positive social impact. This is crucial for any brands looking to target younger generations.

Conclusion

By using Nordic design thinking in marketing, brands can go beyond basic sales tactics. If you need a partner skilled in Nordic marketing, Ainoa is here for you. We focus on empathy-driven strategies, consumer psychology, and business-driven branding. Our unique mix of expertise helps us guide you on your company's growth journey.

Ready to reimagine your brand experience with the clarity, authenticity and warmth of the Nordic marketing approach? Let’s create something deep and emotional together.