2025: Six trends shaping the future of the outdoor industry

The future of the outdoors industry

As our Managing Director and outdoor industry expert, Stephen Ardern, says:

“Staying relevant in a fast-changing market is one thing, but creating meaningful change that truly connects with consumers is a whole different challenge. The brands that succeed are those that don’t just follow trends- they align with the values and expectations that resonate deeply with their audience.”

To stay competitive in the evolving outdoor landscape of 2025, brands need to differentiate between short-term trends and meaningful movements that reflect genuine shifts in consumer behaviour. Our team recently sat down for an outdoor trends workshop, reviewing industry insights, client feedback, and data from our research partner Market Measures. From this session, we identified six key trends that will shape the future of the outdoor industry. Below, we explore these trends, offering guidance for brands looking to prepare for the coming changes.

If you’d like to meet with a member of our team to discuss your brand, email enquiries@wearecontinuous.net.

TREND 01

Changing consumer profiles

The data: A recent study revealed that 67% of young people consider themselves "outdoorsy," challenging outdated perceptions of the younger generation’s preferences (YPULSE).  YPULSE also report that 80% of Gen Z and Millennails surveyed would like to spend more time outdoors.

The outdoor industry is seeing a shift in who identifies as an outdoor enthusiast. Younger generations, especially Millennials and Gen Z, are embracing outdoor activities not only as a form of fitness but as an escape from their digital lives. These consumers are driven by values such as sustainability, inclusivity, and a sense of adventure.

To stay relevant, brands need to understand the diverse needs of these new audiences and reflect their values in products and marketing. This shift isn’t just about targeting a younger audience- it’s about engaging with a consumer base that expects brands to be socially and environmentally responsible while delivering high-quality products.

While many of the industry’s big players stick to their traditional branding and campaigns, this new consumer profile opens a window of opportunity for brands ready to evolve.

TREND 02

Social media as a key purchasing channel

The data: In a study carried out by Walmart and Morning Consult, 55% of Gen Z made purchases directly through social media in the past six months, and 44% started their buying journey with an online search (RetailDive).

Social media platforms like Instagram and TikTok have evolved from simple engagement hubs into dynamic purchasing powerhouses. For Gen Z, these platforms are where product discovery, reviews, buying decisions, and community-building all converge.

Yet, many outdoor brands still treat social media as a passive tool, overlooking its true potential. To thrive in 2025 and beyond, brands must shift their mindset. Rather than seeing these platforms as mere advertising channels, they should create shoppable content that taps into their audience's adventurous spirit and creates a sense of community. Think influencer collaborations that feel authentic, user-generated stories from real explorers, and ads that don’t just promote products, but invite consumers to join a larger, like-minded tribe.

To truly stand out, outdoor brands must go beyond the basics. It’s about creating rich, interactive experiences that empower consumers to not only discover and purchase products in real time but also engage with a community that shares their passion for adventure. The brands that master this will turn social media from a marketing tool into a vibrant ecosystem, where inspiration, action, and connection all thrive.

TREND 03

The power of friends, family, and community

The data: In a survey conducted for us by Market Measures, recommendations from friends and family was ranked as the most important source of information - especially within Gen Z and Millennials.

Word-of-mouth remains one of the most powerful marketing tools for outdoor brands, especially as consumers increasingly turn to trusted sources – friends, family, and communities – when making purchasing decisions. This creates a huge opportunity for brands to build loyalty by designing products and experiences that naturally spark conversations.

Take Patagonia, for instance. Their commitment to environmental ethics hasn’t just earned them customers; it has cultivated a community of advocates who passionately promote the brand’s values.

Similarly, at Continuous, we’ve partnered with Osprey to launch a campaign that unlocks the power of nostalgia by inviting customers to share stories of their oldest Osprey backpacks. The goal? To find the oldest standing backpack, tapping into those emotional connections and showcasing the durability that’s kept people coming back for decades.

For outdoor brands looking to build real, lasting loyalty, the focus should be on nurturing community-driven conversations through referral programs, user-generated content, and meaningful engagement initiatives.

When consumers feel like they’re part of a shared journey, they become natural advocates. In 2025, these organic recommendations will remain key in shaping purchasing decisions, making this approach invaluable for brands seeking to stand out.

TREND 04

Where Fashion Meets Functionality

The data: 38% of Gen Z consumers prioritise a brand’s reputation and design over comfort and performance, signalling a growing demand for outdoor gear that reflects personal identity (Market Measures).

For today’s consumers, outdoor gear transcends functionality; it’s a bold statement about identity and lifestyle. And they don’t want to be caught out ‘outfit repeating’.

Gen Z and Millennials crave products that not only perform well on the trail but also reflect their unique personalities. The recent collaborations between outdoor and fashion brands, such as North Face and Gucci, epitomise this trend, merging adventure-ready gear with high-end aesthetics. This intersection of style and performance is reshaping the outdoor landscape.

This trend presents a golden opportunity for outdoor brands to craft stylish, durable products that seamlessly transition from the trail to the city streets. Today’s younger consumers are less preoccupied with technical specifications and more focused on how a product enhances their everyday life. Brands that recognise and embrace this shift will not only resonate with their audience but also expand their reach, blending fashion with functionality to appeal to a broader demographic.

Our take? Outdoor companies should consider exploring lower-cost materials and designs that align with this style-conscious mindset. By doing so, they can encourage multiple purchases and brand loyalty, whilst creating a community around their products.

The bottom line is that the outdoor market is ready for innovation, and those willing to blend style with substance will lead the charge in captivating the next generation of adventurers.

TREND 05

Value-based purchasing and sustainability

The data: 81% of consumers expect companies to actively improve the environment, with 52% of consumers reporting they’ve seen or heard false or misleading information about sustainable actions taken by brands (Kantar).

Sustainability isn’t just a trend; it’s a fundamental expectation in today’s outdoor landscape. Consumers - especially Millennials and Gen Z- demand that brands back their environmental claims with real action, not just buzzwords. They’re watching closely.

Brands that embrace eco-friendly materials and ethical manufacturing practices are winning hearts and minds. Look at Patagonia. Consistently generating over $1 billion in revenue, they prove that commitment to environmental activism can coexist with commercial success. Finisterre, a UK-based brand, has also built a loyal following by championing sustainability, utilising recycled materials and designing repairable products that resonate with eco-conscious consumers.

To thrive in 2025, outdoor brands must go beyond mere rhetoric about their environmental goals. Our view? They need to demonstrate measurable progress - because sustainability is no longer a “nice-to-have.” It’s essential for brands looking to flourish in an increasingly eco-aware market.

Clearly, those who authentically commit to sustainability will not only cultivate consumer loyalty but will also set the standard for the entire industry. The future is green, and the brands that lead the way will capture the attention - and hearts - of the next generation of adventurers.

TREND 06

The Rise of TikTok as a Product Discovery Hub

The data: In a recent study, 37% of consumers reported making a purchase through TikTok in the past six months, with Millennials leading the charge (Market Measures).

TikTok has swiftly morphed from a kids dancing app into a powerhouse for product discovery. Brands that once brushed it off are now realising its massive potential to drive genuine engagement and boost sales, especially among younger consumers.

The outdoor space is missing a golden opportunity to sell in this new way. To truly shine on TikTok, outdoor brands need to embrace the platform’s emphasis on creativity, authenticity, and real-life storytelling. It’s not just about posting pretty pictures of breathtaking landscapes; it’s about showcasing real adventures, teaming up with relatable influencers, and inviting consumers to share their own stories about your gear.

As TikTok continues to gain momentum, investing in dynamic, engaging content will be crucial for outdoor brands looking to catch up. Those who seize this chance will tap into a vibrant community of passionate advocates who align with their values and products, and in doing so, they’ll redefine what it means to connect with their audience in the great outdoors.

In conclusion: navigating the future of the outdoor industry

The outdoor industry is undergoing significant transformation, driven by changing consumer preferences, technological advancements, and a growing demand for sustainability. Brands that fail to adapt to these trends - social commerce, community-driven loyalty, the blending of fashion with function, authentic sustainability efforts, and the rise of TikTok - risk being left behind.

By understanding and responding to the needs of today’s consumers, outdoor brands can position themselves for long-term success in an increasingly competitive market. These trends offer exciting opportunities to build stronger connections with consumers, enhance brand visibility, and foster genuine loyalty.

If you’d like to explore how your brand can leverage these trends to thrive in 2025 and beyond, reach out to us at enquiries@wearecontinuous.net.