The rise of Soft Outdoor
"As the Outdoor market continues forward on an ever-expanding trajectory known as "lifestyle," people are understandably a little edgy as they try to keep things in focus.
The backdrop for Outdoor Lifestyle's growth is comprised of some big numbers. Really big. In a recent study for this widely recognized $646 billion market, “Outdoor” folks now include more than 60% of American consumers -- people living mainly in cities, being mainly in their younger years, and spending at least an hour a week and $450 a year on outdoorsy stuff (LINK).
As with all Outdoor data, the most recent study relies heavily on the market's historic affinity for measuring itself agains the yardstick of the activities it supports. The report leads with dozens of “Traditional” core market metrics like camping, canoeing and climbing, but also factors in a boatload of “Non-traditional” pastimes like walking, picnicking and simply chilling outside.
In this widening pool of data sources, the clear takeaway is that the biggest sustained growth in Outdoor is in the definition of what "outdoor" actually means. And the clear challenge is using that knowledge to forge a path through an often blurry Lifestyle landscape ..."
Read the complete post at PaleMorningMedia.com .... LINK