A Moment for Meaningful Work
The outdoors has always been a reliable escape from the daily grind. But during uncertain times, that role becomes even more essential. History shows when people are watching their wallets and managing their stress, they turn to the outdoors—for peace of mind, for clarity, and for something that feels real.
We’ve seen this again and again:
During the 2008 recession, outdoor recreation increased. People turned to affordable, meaningful ways to stay active and connect with others.
In 2020, when everything shut down, outdoor participation exploded. Hiking alone jumped by 8.4%, and overall numbers reached historic highs.
And now, the trend continues. In 2024, a record 181 million Americans—nearly 60% of the U.S. population—got outside at least once, according to the 2025 Outdoor Participation Trends Report.
Early 2025 data shows the momentum is still strong, especially among casual and first-time participants.
So What Does This Mean for Brands?
If your product or service helps people get outside—whether it’s their first time or their hundredth—you’re in a powerful position. This isn’t just a moment for growth. It’s a moment to do meaningful work.
But people don’t need more flash or hype. They need empathy. Relevance. And a clear, thoughtful strategy.
Turn Your Secret Sauce Into Strategy
You have a brand you believe in. Here’s how I think about helping that brand show up with purpose, and with a strategy that connects:
1. Know your audience—deeply.
Many of today’s outdoor consumers don’t see themselves as “outdoorsy,” but they do want to be outside. Start with real insights—survey your customers, read reviews, observe how they engage. Go beyond demographics to understand their motivations, and goals.
→ Then craft messaging that meets them where they are—not where you assume they should be.
2. Lead with emotion across every touchpoint.
Function matters, but emotion drives action. Whether it’s a landing page or a packaging detail, make sure your brand reflects the emotional “why” behind your product.
→ Are you helping someone feel confident? Connected? Capable? Let that guide your creative and calls to action.
3. Build a journey that guides and supports.
For brands that care, marketing strategy isn’t just about attracting attention. It’s about helping people move from curiosity to confidence. Map out how you’ll introduce people to your brand, help them take the next step, and keep them engaged long after the purchase.
→ Think in moments—from first glance to post-purchase care—and design them with intention.
4. Measure what matters—and keep refining.
Set goals that go beyond traffic or clicks. Track engagement, repeat purchases, referrals, and how people talk about your brand.
→ Use that feedback to improve your message, methods, and build momentum.
Even in an unsteady business environment, people need what you offer. That’s why it’s more important than ever to step back, assess what’s working, and make thoughtful shifts. When you move from good intentions to intentional strategy, you’re not just building a your business —you’re helping more people make the most of their time outside.
Need support jumping into action? I’d love to help.
