The Great Inclusive Outside

Kate Larrabee

9/1/20245 min read

Exploring the ways in which outdoor culture is evolving for a generation that seeks a new narrative with greater inclusion.

At this point in the summer, the outdoorsy and adventurous among us flock to national parks, mountain peaks, and remote cabins to pursue time well spent in The Great Outdoors. This time outside characteristically coincides with sporty hobbies that require expensive gear, training, skill, coordination, and least of all, access to parks, trails, transportation.

However, not everyone has the means to engage the outdoors this way.[JB1] It’s a lesser-known truth, that the great outdoors and the sport culture promoted by outdoor brands is rather exclusive. To be part of the dominant narrative of Great Outdoors is akin to having membership to a historically exclusive club. In order to be included or even aspire to self-define as ‘outdoorsy’ you must at minimum be in the woods and at best dress the part.

EXCLUSIVE ORIGINS

It doesn’t help that the lack of diversity and inclusion in outdoor recreation can be traced back to the very origin of America’s parkland. John Muir, lauded as the father of our national park and conversation system held prejudiced views of who should and shouldn’t be granted access. Muir and other early conservationists welcomed able-bodied white males but heavily limited access to people of color, the disabled, and several other minority groups.

Today, outdoor recreation brands embrace more diversity but still often depict people enjoying the outdoors in a decidedly rugged context.

The effects of the past linger and due to the long history of prohibition from public parks, many people of color and minority groups across the U.S. face generational gaps in appreciation, skills, knowledge and experiences of outdoor spaces.

Nearly seven in ten young people (67%) agree that they consider themselves an “outdoorsy” person—and yet, their time and skills don’t feel congruent with this passion. – YPulse

A nature gap is growing between the largely white, rugged and privileged outdoor person and everyone else. REI defined this gap as; ‘The disparities in access to nature and outdoor spaces that exist among different populations. It is the difference in the amount and quality of time outside for people of different socioeconomic or demographic groups’. This gap is perpetuated by heritage outdoor and sport brands that reinforce an exclusive and sometimes unattainable picture of outdoor culture. Imagine young (often white) athletes scaling mountain peaks, traversing difficult terrain in thick boots, and skiing down glaciers in scenic destinations. This perpetuates a message that outdoors is for the able few and not the many.

One example of a brand working to close this gap is REI and its initiative ‘Outside in 5’ which champions accessibility and aims to enable any person in North America to get outside in five minutes or less. Getting outside in five minutes likely won’t land you at a trailhead but rather at a local park and this opens up the recognition that there are many ways to enjoy nature. Growing out of urban environments where access to parkland is hard to gain, a new narrative for outdoor culture is coming into focus – one that frames the outdoors as less goal oriented and more about simply getting fresh air.

NEW URBAN VIEWS
It’s not about being ‘outdoorsy’ as much as it’s now about being ‘outsidey’. The difference [JB10] between the two lies largely on the amount of exertion or performance required.

When you think of an outdoorsy person, you probably picture someone trudging up a mountain in their worn-in hiking boots or camping out in the wilderness. But what if you love being in nature but without all of the mess and effort? Then you’re probably an ‘outsidey’ person. – Huff Post

It’s hiking just without the extremes. It’s birdwatching in a city park. It’s being a naturalist, even if only for an hour. – Highsnobiety

Gen Z is redefining the outdoors as a space you occupy the moment you step outside. Being outdoors includes all activities performed in the fresh air. It’s an inherently inclusive and easily adopted take on what it means to be outside. Observations of this shift:

Urban Hiking: Outdoor Magazine has a whole feature article on ‘The 13 Most Beautiful Urban Hikes in America’. This is hiking that removes the need to gain elevation or push personal limits.

Beyond Gorpcore: Ironically, it’s those who live in cities who are most often outside and exposed to natural elements on the daily. New collaborations between outdoor labels and fashion brands bring a fresh take on functional fashion and performance designed for an accessible urban outdoors. H&M Move launched an outdoor collection late last year with the following statement; ‘on a mission to open the outdoors to everybody’. H&M wants to make technical wear more affordable and democratize outdoor culture.

New Wave Birdwatchers: Groups like NYC Queer Birders and Feminist Bird Club, which lead bird-watching outings throughout New York City, are not just eager to change the perception of birding—they’re building inclusive communities around it; ‘There’s a lot of elitism in birding, a lot of older white men in Tilley hats and fishing vests, showing off who has the most impressive checklist and gear. Feminist Bird Club was founded as a reaction to that.’ – Thrillist

THE GREAT INCLUSIVE OUTSIDE

The outdoors is no longer just about athletic people hiking in the woods or skiing the slopes, the outdoors is for everyone outside. This updated definition includes both the aspirational hiker and the mundane park picnic-er. It’s a ‘yes and’ definition inclusive of people scaling mountains, playing badminton and birdwatching.

In the past brands catering to the ‘Great Outdoors’ consumer focused their roles around technical performance, expertise, and protection from extreme elements. Given recent shifts, there are new roles for brands to play that are more about inclusivity, inspiration, and like-minded adventuring outside. Brands delivering on this include: mvdham, Halfdays, Monti, Outdoor Voices, Goldwin, Belroy, CMF Outdoor Garment and Outerknown. Established outdoor labels Fjällräven, Cotopaxi, and Filson have started to lean further into this inclusive lifestyle forward space.

In order to secure relevance moving forward, we see an opportunity for hardcore outdoor brands to grow appeal by broadening their aperture on what it looks like to just be outside. After all[JB1] , the collective goal should be to get as many people as possible enjoying the outdoors however they can. This way we can hopefully close the nature gap, shifting from the ‘Great Exclusive Outdoors’ to the ‘Great Inclusive Outside’.

Kate Larrabee is an Associate Strategy Director at Dragon Rouge, New York | 2024