So it makes sense that, because outdoors enthusiasts get so much enjoyment out of spending time in nature, they tend to place a high priority on conserving it — and they’re likely to take their business to outdoor brands that do the same. In fact, according to recent research from ISPO and Deloitte, nearly 90% of outdoor consumers surveyed consider sustainability when purchasing outdoor products, and nearly 60% are willing to pay a premium for sustainable offerings.
5 ways supporting conservation can boost your outdoor brand
For outdoor brands in particular, supporting conservation is typically more than just a corporate responsibility. In many ways, it’s a strategic imperative. And because they occupy a unique position at the intersection of commerce and the natural environment, brands in the outdoor space have an opportunity to turn their roles in promoting conservation into a boost for their business model, too. Conservation is already a personal passion for many leaders of outdoors-oriented enterprises.
Consider these five ways that supporting conservation can benefit an outdoor brand’s business:
1. Brand image and customer loyalty
Outdoor enthusiasts, who are the primary customer base for outdoor brands, are often deeply committed to environmental stewardship. And by actively supporting conservation efforts, outdoor brands can align their actions with the values of these consumers, helping increase their appeal to prospective customers and enhance brand loyalty. This alignment is not just about shared interests but also about a shared mission, which can lead to a deeper, more meaningful consumer connection with the brand.
2. Sustainability as a competitive advantage
As global awareness of environmental issues rises, consumers are increasingly favoring companies that demonstrate a strong commitment to sustainability. As such, outdoor brands that actively support conservation initiatives can position themselves as leaders in this area, helping them stand apart from their business rivals. Especially in the outdoor space, this can deliver a significant competitive advantage by fostering favor with the growing numbers of outdoors-oriented consumers who consider a brand’s environmental impact when evaluating their purchase decisions.
3. Long-term business viability
The outdoor industry relies heavily on the health and accessibility of natural landscapes. And when they invest in conservation, outdoor brands are essentially investing in the preservation of their own business environment. This long-term view is crucial for sustaining the natural resources that form the foundation of all outdoor activities, from hunting and fishing to hiking, camping, skiing, climbing and beyond.
4. Authenticity and credibility
Especially in the world of outdoor marketing, authenticity is key. And brands that “walk the talk” by actively participating in conservation efforts can earn added credibility with their audiences. This is not just about financial contributions to conservation causes, but also about integrating sustainable practices into every aspect of the business, from product design to supply-chain management.
5. Community and partnership building
For most outdoor brands, supporting conservation efforts is bound to involve partnering with nonprofits, advocacy groups, local communities and other stakeholders. And beyond furthering the impacts of their conservation efforts, these partnerships can lead to stronger community ties, enhanced brand visibility and opportunities to execute collaborative marketing campaigns. It’s a way for brands to become a part of the broader conversation about environmental conservation, which can lead to greater influence and impact.
For any outdoor brand, supporting conservation is a multi-faceted strategy that goes beyond corporate social responsibility. And for most outdoor brands, it’s largely a no-brainer. Supporting conservation is about caring for the outdoor environment we all love and ensuring that those who come after us can pursue some of the same outdoor passions we do. And especially in the outdoor industry, it’s also about building a brand that resonates with its core audience, securing a competitive edge, ensuring long-term business sustainability, establishing authenticity and fostering community partnerships. In today’s world, where consumers are more environmentally conscious than ever, it’s not just a good thing to do — it’s a business imperative.
Ready to take your conservation-focused outdoor brand to the next level? The outdoors-obsessed marketing pros at TBA Outdoors are here to help. Not only can we deliver the expertise and insights needed to plan and execute successful marketing campaigns, but our fully integrated marketing firm can cover the entire spectrum of your brand’s marketing needs — all in one place. Whether you’re looking for help in areas like branding strategy and market research or need assistance with analytics, creative, social media, e-commerce, public relations, video production and more, we’ve got you covered.
To explore how we can help your outdoor brand amplify the effectiveness of all of its marketing efforts, reach out to our team of growth-geared marketing pros today.
