Where Do We Go Next?

By Chris Goddard

We have just made it through more than a month of #social distancing and #stayhome instructions and the world is a dramatically different place. It’s no secret that the outdoor community faces challenges that we have never seen before. I know we are resilient, as we proved in 2008 and after

September 11, but the path before us requires a completely different navigation. We do not know when we might return to normal, or even what that normal will look like.

The outdoors has provided solace for so many during this crisis. Unprecedented numbers of  people are responsibly taking walks, flying kites, riding scooters, taking bike rides, walking their dogs, or running on the beach. (Unfortunately, many, including backcountry devotees and spring breakers with devil may care attitudes, have not following the #socialdistancing rules, which could make the time it takes to flatten the curve and move forward longer.) One thing has been certain:  fresh air and sunshine have uplifted all of us and will continue to do so.

A few weeks ago, I reached out to Dean Baquet, executive editor of The New York Times with a simple subject line: “Outdoors is the new #social distancing.” My message was simple, the paper needed to cover how many people were discovering the outdoors close to their doorsteps. He agreed, the story was assigned within 10 minutes and posted within three hours.

Getting outdoors is incredibly important during the turmoil we are facing. The question is: What role will the outdoor industry play in the future in a world impacted by COVID-19? In thinking about where we go next, here are a few general observations:

• The outdoors will be front and center and crucial to our healing.
• We will go back to basics with a strong desire for a holistic, health-and wellness-focused environment, especially in our homes
• DIY will be top of mind
• Eco friendly products will be important
• Emergency preparation will continue to be in demand
• Work from home will evolve and expand

This business disruption will be a dramatic game changer for the outdoor brands, retailers, consumers, communicators, and the business community at large. Specialty retail will be dramatically altered. There will most certainly be a new normal.

The silver lining is that a whole new group of consumers are discovering the peace that outdoor activities can bring. It is our responsibility to find a way to nurture and keep this new consumer so they stay long into the future.

Empathy will be the governing word looking forward. What does this mean for the industry?

For brands/retailers:

• Accessible price points: We will need more apparel and gear at accessible price points.
• An inclusive point of view: We will need to engage with more diverse groups with wider ranges of sizes and offerings.
• Style clarity: Styles may need to be simpler with fewer bells and whistles. (There will always be those outdoor devotees at the top of the pyramid looking for premium products.)
• Broader distribution beyond specialty: Mainstream retail, e.g. Target and Walmart, will play a larger role, as will online.
• Simple communication and messaging: We need to talk about footwear with good grip and shirts that are breathable instead of overly technical jargon.
• How To Get Outdoors: There must be more guidance on how to “get started” in the outdoors for those experiencing the outdoors for the first time.
• Product Durability Will be Critical: As consumers recover, spending will be curtailed and those that do spend will want reasonably priced products that last a long time.

For the business community:

• A New Reality for Trade Shows: Trade shows need to reflect this new reality, but it is critical for us to find a way to preserve the magic of seeing a friend in the aisles of Outdoor Retailer.
• Protect the Industry’s Heart and Soul: We must protect the heart and soul that has kept this community and industry resilient through previous challenges, e.g. 2008 and September 11, especially specialty.
• New Trade Show Models: Consider a trade show that adapts an equalizer model, where all booths are the same size where the product is the key focus, along with best practices and education.
• Shop Local: Specialty retail will be changed forever. Shop local will be the rallying cry for those who can.

Consumers

• Day Trips Will Be Key: Day trips or drive-to destinations will be the first choice for consumers. Eoin Comerford, CEO of Moosejaw, coined the term “statecations” as opposed to “staycations.”
• Local Parks: Local parks will see increased traffic.
• Fitness: Running and walking, seeing a burst of activity right now, will continue to be strong.
• Overall Outdoor Activity Boost: When it is safe, we will see a burst of outdoor activity across the board.

For Communicators

• Strong Story and Opportunity: There will be an even stronger story to share about the benefits of the outdoors though with fewer marketing dollars. We will need to be efficient and thoughtful, as our world has also changed.
• With the Absence of Trade Shows, Virtual Previews Will Be the New Normal: Virtual platforms will grow and evolve to reflect a changed trade show schedule.
• Public Relations in All of its Forms Will Be Vital: Storytelling that is informative and helpful will play a key role in helping the industry get back on its feet.

I am heartened today by the numbers of people my husband and I saw on the North Shore of Boston simply enjoying their neighborhoods, soaking in the sunshine (after a brutal week of being battered by brutal New England winds, rain and gray skies) and taking a walk. This industry has a soul like no other and, as it has done before, it will come together stronger than ever to address the hard work ahead. Drawing from my sailing background, a rising tide lifts all boats.