Whether you’re an established outdoor brand looking to expand your reach or a newcomer aiming to make your mark, understanding how to effectively market to multiple generations is key to success in today’s outdoor industry.
Let’s explore how you can gear up your marketing efforts to connect with adventurers of all ages and keep them coming back for more.
The Multigenerational Outdoor Market Landscape
To truly connect with a new, diverse crew of adventurers, the smartest outdoor gear companies are upping their marketing game. They’re embracing a holistic, high-energy vibe that speaks to every level of ambition — from pint-sized thrill-seekers and their parents to seasoned sages and new-hobby retirees carpe-ing the diem.
Recent data underscores the importance of multigenerational marketing in the outdoor industry. According to the Outdoor Industry Association, participation in outdoor activities has increased across all age groups, with notable growth among Millennials (up 5.7%) and Gen Z (up 4.5%) in 2023. Meanwhile, Baby Boomers continue to be a significant market force, accounting for 30% of all outdoor gear purchases.
And some brands are taking note of this surge. REI successfully implemented a multigenerational approach with its “Force of Nature” campaign in 2017. This initiative not only promoted women’s participation in outdoor activities but also featured women of all ages, from young girls to old women. The campaign resonated across generations, resulting in a 20% increase in women’s gear sales and a 15% boost in cross-generational family purchases.
Crafting Digital Marketing Strategies That Connect With Everyone
From Gen Z and Millennials to Gen X, and Boomers it may be tempting to segment your audience by generation. But it’s a recipe for missing the mark. Think about it: Your 50-year-old neighbor might be more TikTok-savvy than their teenage kid. And that college student might be into the same insert niche outdoor activity here Facebook group as their uncles. People contain multitudes.
Ditch the age labels and instead, think about what matters: what people are into, what they need, and how they use your gear. It’s all about connecting the dots between your product and people’s lives, not their birth years.
To reach and connect with your wide audience, remember this when you create your digital marketing strategy:
- Dig into the “why” behind your product. Who needs it and why? Maybe it’s for fitness buffs, busy parents, or tech geeks – you’ll find people who fit into these categories in every generation.
- Get creative with your content. Mix it up! Some people want the inspirational, scroll-stopping visuals. Others are after nitty-gritty how-tos. Cover all your bases.
- Remember, content has legs. That TikTok you made? It’s probably going to end up on Instagram, Facebook, or even LinkedIn. Make sure it can hold its own wherever it lands.
- Do your homework. Put your analytics tools to use to deeply understand how people interact with your brand. Actual behavior trumps age-based assumptions every time.
- Keep it real and diverse. Show a mix of people using your product. Young, old, and everything in between. Let everyone see themselves in your brand.
- Test, learn, repeat. Keep tweaking your approach based on what works. Marketing’s not a “set it and forget it” game.
Put aside the generational labels and focus on what makes people tick. Hint: It’s all about connecting with real humans and their real interests. This approach isn’t just more effective — it’s more real. And in today’s market, authenticity is pure gold.
Walking the Tightrope of Target Audiences and Brand Authenticity
With a kaleidoscope of generations to cater to, it’s easy to get swept up in pursuing mass appeal and lose sight of your brand’s true essence. But industry-tested outdoor gear companies know authenticity is the key to unlocking genuine connections (Hi, Patagonia!). It’s as much about staying true to your roots and values as it is adapting to the ever-evolving landscape of must-do experiences and social climate.
You can strike the perfect balance between inclusivity and credibility by infusing your campaigns with a healthy dose of realness and integrity and staying laser-focused on your brand’s core values.
Tailoring Storytelling to Engage Every Level of Adventurer
Just like a well-designed trail system, a successful multigenerational marketing strategy requires a range of touchpoints to engage and compel adventurers of all ages, skill levels, interests, and personal goals.
From bite-sized social snippets that whet the appetite of the younger generations to in-depth product guides and visually stunning long-form content that satiates the curiosity of seasoned explorers, outdoor gear companies are serving up a veritable buffet of content. This ensures that every generation can embark on their brand journey in a way that aligns with their instincts and interests.
Forging Lifelong Bonds, One Adventure at a Time
In late 2023, 57% of people reported plans to travel as much in 2024 as they did in 2023, with 26% planning to travel more. This means your outdoor gear company isn’t just shipping products – you’re enabling lifelong memories and fostering the forging of unbreakable family bonds. By embracing the spirit of adventure and dialing into the unique vibes of every generation, you can make your brand the go-to facilitator of unforgettable experiences.
From the wonder of a child’s first hike to the seasoned wisdom of a grandparent’s well-worn boots, weave your products and experiences into the fabric of family narratives. Not only will you become go-to purveyors of gear, but you’ll be known as catalysts for cherished moments that span generations. One adventure at a time.
The best results come from working together.
Ready for more? Let’s talk.