The Digital Generation and The Outdoors
As a teenager, one of the most common phrases I would hear from adults was, “Your generation is glued to their phones, you guys need to get outside more” or something along those lines. Usually something we would brush off, but over the years I couldn't help but realize the change between going outside during my childhood and my adult years. It's not that people stopped going outside, they just started going outside with different intentions. Since most of us still lived with family before the age of 18, there wouldn’t always be a place to hang out indoors, so like most kids our age we would frequent parks, basketball courts, and whatever body of water was nearest.
"According to the U.S. Census Survey, nearly half of Gen Z say we’ll be getting outside more, and the younger the person the more likely they are to go outdoors."
Today, most of my generation enjoys being outside –– people just have a need for fresh air. For me and my friends, most of us found our love for the outdoors at the hands of the pandemic. During summer 2020, first-time outdoor recreation participation exploded among young people. According to the U.S. Census Survey, nearly half of Gen Z say we’ll be getting outside more, and the younger the person the more likely they are to go outdoors. How did most people find ways to still feel connected to the world beyond their own home? By taking walks, exercising, and simply just existing outside.
Like many other creatives, I took on the challenge of seeing what I could create by just using my neighborhood or wherever my feet led me. Today with many COVID-19 restrictions being lifted, you still see a lot of those same people enjoying nature on their own. According to the National Recreation and Park Association, at least 65% of Gen Z-ers think it’s essential to do physical activities in open and outdoor spaces to maintain mental and physical health. It's now common to factor being outside into a lot of plans. Want to paint with your friends? Go do it in a park. Instead of taking public transportation you see more people biking now.
One surprising reason our generation is continuing to get outside more could be due to social media and influencers. Nowadays apps like TikTok, Instagram, and Twitter have given folks more of a reason to get outside. It could be a TikTok that you saw about a hidden spot in your city, or thinking the sunset would make a nice Instagram story. Social media constantly challenges us to get outside. In addition to outdoors content, the rise of health awareness 100% has made more members of Gen Z understand how good sunlight and fresh air can be for you.
When thinking about brands that play a role in outdoor clothing/activity, Carhartt, Timberland, Birkenstocks, and North Face immediately come to mind. Not only have these brands built staples in the outdoor community, but they also keep up with the times to stay relevant. For example, Northface recently collaborated with streetwear giant Supreme. They produced high quality outdoor gear as well as graphic tees that align with both of their respective backgrounds. This not only got more younger people in an outdoor brand, but for some pushed them to go outdoors more. Would you want to wear a $2000 Northface X Supreme parka inside?
Even aside from high end pieces, a lot of brands are prioritizing sustainability which will only help the outdoors become a more friendly place. Frankly we feel better about buying from brands that are protecting the earth. Brands are also starting to incorporate more initiatives into their plans such as the North Face Explore Fund which has helped over 100,000 younger people connect to nature through grants and such. Projects like these show people that brands care about the wellbeing of their customers and equally as important, the environment.
COVID-19 changed attitudes around outdoors and increased our desire to participate in outdoor recreation. Brands have an opportunity to capture more Gen Z outdoor enthusiasts with sustainability, outdoor initiatives, and creating and supporting communities around outdoor recreation. The care for nature will be crucial and almost
