![](https://ah937c.p3cdn1.secureserver.net/wp-content/uploads/2024/06/5A364C05-DF3F-4D54-9408-7BD6E099C5C6-150x150.jpeg)
Consumers Are Not Going Outdoors To Shred; They Are Going Outdoors to Cope;
A Look at Outdoor Retailer Summer 2024: Key Trends and Future Insights
Outdoor Retailer Summer 2024, the leading North American trade show and premier business event for the outdoor industry, concluded last week, leaving us with a wealth of insights into the evolving outdoor industry and it is definitely changing. Not only are we seeing record participation, where over 50% of women make up the new participants, a new more casual consumer is heading outdoors. This consumer simply wants to take a walk, spend time with friends, appreciates the comfort of home at their campground and wants to look great, dare we say, even fashionable, while going outdoors. Now is the moment to engage with this consumer and convert them to be a lifelong outdoor devotee, but, as a community, we need to make our messaging kinder and easier to understand – especially when we are talking about technology and sustainability. This opportunity is ours for the taking or, in the words of Hillary Clinton, ““Every moment wasted looking back, keeps us from moving forward.”
But first the facts
Here’s a high-level summary of the key trends and what the future holds for outdoor recreation.
Future Insights
The future of outdoor recreation looks promising with this significant rise in participation.
Innovations are driving this growth, with creative products including: the TiCK MiTT for safely removing ticks; VITALOOP’s portable water filtration bottle; Solarcore’s advanced insulation materials; and heat-it, that plugs into the charging port of a smartphone, draws power from its battery, translates that power to heat, and then is used to apply that heat directly to a bite site. It’s about the size of my thumbnail and is controlled by a free app (iOS and Android). These innovations not only enhance the outdoor experience. but also. attract new participants.
In addition, the industry is witnessing a growing trend in skin, sun, and hair care products designed for outdoor enthusiasts, featuring natural ingredients that soothe and protect. Brands like ATTITUDE and Wonder Brands EiR NYC are leading the way in outdoor-specific skincare.
The economic impact of outdoor recreation cannot be overlooked. The U.S. outdoor industry contributes $1.1 trillion dollars to the U.S. economy, is 2.2% of the GDP and generates 5 million jobs comprising 3.2% of U.S. employees. In Utah, where Outdoor Retailer calls home, for example, the industry generates over 71,000 jobs and contributes significantly to the state’s GDP. “Outdoor recreation is a major economic driver for Utah,” said Jeremy Mclerran, CMO of Salt Lake City’s TETON Sports, that just launched its new line called Nanda, which doubles as a backpack and duffle bag.
Outdoor Retailer Summer 2024 put a dynamic industry on display, with the norm being challenged. Young start-ups presenting a different point of view are putting the old guard on notice and shaking things up. There is room for everyone – and in the end, we all win.
With a U.S. presidential election, political changes in Europe, global unrest in Ukraine and The Middle East, and a roller coaster economy, the outdoors is ideal for what ails us.