Marketing to Outdoor Enthusiasts

Outdoor enthusiasts spend a significant amount of time engaging in outdoor recreational activities and are willing to pay more for products that help them enjoy their hobbies. They engage with each other in vibrant communities, and are a highly engaged and lucrative audience for brands that understand their passions.

The natural world is awe-inspiring to outdoor enthusiasts. From the serenity of pristine lakes to the majesty of towering mountains, they are captivated by nature’s beauty and love to discover new adventures in their local and distant landscapes. Sparsely populated areas with mountains, lakes and rivers are particularly attractive to this crowd, as are campgrounds, picnic shelters, fishing spots, trails and other wilderness destinations.

These adventurers are also dedicated to preserving the natural environment and its wildlife, often volunteering to help with conservation efforts in their areas of expertise. As such, they are a valuable resource for maintaining healthy ecosystems.

They are also passionate about sharing their experiences with others. 70% of outdoor enthusiasts cite the ability to connect with family and friends as a primary motivator for participating in outdoor activities. Outdoor recreation provides a sense of escape from the everyday and gives people a feeling of freedom and self-reliance. Many outdoor enthusiasts feel that their hobby is a way to challenge themselves and push themselves to new levels of accomplishment and achievement.

People of all ages, genders and backgrounds are enjoying outdoor activities. This resurgence in interest in outdoor recreation is driving a significant increase in spending in the industry. It’s important for brands to understand these trends and to plan their marketing strategies accordingly.

The best way to connect with outdoor enthusiasts is through digital channels. They are mobile, active social media users and reliant on digital e-commerce solutions to purchase gear and other items for their outdoor adventures. Brands should create frequent, fresh content that speaks to their interests and encourages them to explore new outdoor activities.

Some of the most popular channels for outdoor enthusiasts include Instagram, YouTube and Facebook. These channels are filled with video, photo and written content that appeals to the outdoorsy audience.

Digital marketing is also effective at connecting with outdoor enthusiasts because of the growing number of online community-based platforms that connect like-minded individuals with similar interests. These online communities provide a space where outdoor enthusiasts can gather and share their experiences, discuss tips and tricks, and offer support.

Some of the most popular community-based outdoor enthusiasts’ online communities include Unlikely Hikers, Disabled Hikers, Afro Outdoors, Melanin Base Camp and Native Women’s Wilderness. These communities are working to promote a culture of representation and accessibility for people who have been underrepresented in the outdoor recreation space. They want to show that anyone can become an outdoor enthusiast, no matter their circumstances or background. This can inspire other people to try an activity they might have otherwise dismissed as too difficult or not for them.