Meet The NXT Outdoor Consumer Archetypes Shaping The Future.

Most brands know the outdoor consumer isn’t one group, yet the way they segment is still too simplistic: urban vs. nature, lifestyle vs. activity, everyday vs. hardcore. These divisions ignore the deeper drivers, emotions, and behaviours that truly shape decisions. Without understanding those nuances, strategies lose relevance and brands lose credibility.

Through Above The Clouds - The Future Series - my own consumer research conducted annually since 2020, we have developed three archetypes that define the general outdoor space today. Each has different triggers, barriers, and emotional states. Each plays a unique role in your brand hierarchy as a Shaper, Builder, or Carrier. And each has its own unique relationship with sustainability and activation approach. 

Adventurous Pioneer (Brand Shaper) (small in population)

A value-driven frontrunner 77% does outdoor activities on a monthly basis

• Driver: Values & purpose

• Trigger: Longevity, circularity, knowledge exchange, adventure

• Barrier: Compromise on ethics and performance. Not price sensitive 

Win them and you build credibility and influence far beyond their size.

Nature Guardian (Brand Builder) (large in population)

A critical protector who demands proof and impact. 

• Driver: Results – “show, don’t tell”

• Trigger: Data, third-party verification, activism and camps

• Barrier: Empty promises, vague certifications, product fit for versatility.

Convince them and they scale your trust. Fail and they’ll call you out.

Experience Collector (Brand Carrier) (largest group in population)

A social adventurer who seeks moments worth experiencing and belonging.

Eco-Floater regarding sustainability.

• Driver: Storytelling & identity

• Trigger: Peer recognition, storytelling initiatives, camps and play pals 

• Barrier: Decision fatigue, fear of “getting it wrong”, loneliness 

They amplify your story. Not the most dedicated, but essential for culture.

Why archetypes matter:

- They help brands focus investment on the strongest segments.

- They guide step-ladders that move people from intention to action.

- They stop you from assuming everyone is a pioneer. 

- They give you a framework to measure growth and shifts across segments.

Archetypes turn complexity into clarity. They show not just who to reach, but how to reach them, with the right triggers, messages, and proof points at the right level of your brand-building hierarchy.

Do you want to learn more about the outdoor archetypes and in-depth knowledge regarding triggers, barriers, messaging and how to win the consumer game?

Send me a DM id love to get on a video call to talk about it! 

Which archetype dominates your market, and are you investing in the right one?