The good news is really good. Nearly half of us (42%) plan to spend more with socially responsible companies in 2024 and the global sustainable market itself is expected to reach $7.8 trillion by 2028. Further, sales growth of sustainable gear far outpaces its non-sustainable counterparts, and an astounding 83% of us say a company’s societal commitments influence our purchase decisions. 

But hold on to your backpacks, there's more! While things are looking up, there's still plenty of room to explore and grow. We dug deep into the data and found three key challenges holding back the sustainable outdoor gear movement. These challenges are surmountable and represent amazing opportunities for positive change.

Let’s explore these opportunities. 

Finding Our Shared North Star

The sustainable outdoor gear world could really benefit from a clear vision and some big, impactful goals that everyone can get behind. Imagine companies and consumers working together towards the same vision, tracking progress, holding each other accountable, and celebrating wins – talk about a dream team!

Remember, buying our way to a sustainable future isn't quite the answer (although repairing and exchanging used gear definitely goes a long way!). But, by shopping with a shared purpose (a.k.a. that shared vision we just talked about), we can make a real difference.

A cohesive framework would also help build trust in the marketplace, welcoming everyone in, regardless of their specific values, as long as they share a love for the outdoors and a desire to make a positive impact. Remember, consumers are 10 times more likely to recommend brands they trust, but a staggering 83% believe brands exaggerate their sustainability efforts. We need clarity and unity to build trust and move forward together.

Expanding the Sustainability Conversation

The word "sustainability" can sometimes get lost in translation, especially in the outdoor gear industry. Often, it gets narrowed down to just climate change, which isn't the whole picture. Sustainability is about how brands balance their success with their responsibility to people and the planet. It's a broad spectrum that encompasses everything from fair labor practices and ethical production to supporting local communities and building products that last. Environmental concerns are important, but they're not the only piece of the puzzle. By embracing the full spectrum of sustainability, we can have a wider conversation and engage more people and brands.

Building a Bigger Tent (with Room for Everyone)

Right now, the sustainability "tent" might feel a bit exclusive to some companies and individuals. Why? Because sustainability often gets lumped in with environmental activism and specific "tribes" within the outdoor community. This can create division and slow down progress. In fact, you might be surprised to learn that some outdoor companies with strong sustainability practices downplay or even hide their achievements altogether. That's a red flag, friends!

Bridging the gap between different outdoor communities is crucial for growth and impact. We need to create a space where everyone feels welcome, no matter their specific interests or values. Outdoor enthusiasts, despite their differences, share a deep connection to the outdoors and have more in common than they might think. Whether your priority is minimizing your carbon footprint, protecting endangered species, or ensuring ethical supply chains, we all have a role to play in building a more sustainable future. Let's embrace the diversity of values within the outdoor community and work together through collaborative initiatives, educational workshops, and open dialogue.

A Bright Future

The future of sustainable outdoor gear is looking brighter than ever. With a few smart adjustments – like a unified vision, a broader definition of sustainability, and a more inclusive movement – we can engage more outdoor enthusiasts and further the goals of sustainability. By working together and embracing the diversity of perspectives and values within the outdoor community, we can create a welcoming environment for a more sustainable future for the gear we love and the wild spaces we cherish.