Just read a great piece of research called Grounding the American Dream. Put together by Context Based Research Group and Carton Donofrio Partners, Inc.,  it makes some strong points that outdoor recreational businesses ought to examine.  Here’s a short entertaining video on the Grounded Consumer.

 

   

 

Here’s my take. 

1. “What you buy is not who you are.” Consumers are now realizing that purchases don’t reflect personal identity. So, purchasing is going through a tougher filter.

2. “Living on credit sucks.” Consumers don’t want that monkey on their back anymore. Enough and be gone.

3. ” Me is okay, we is better.” Consumers are beginning to balance what is good for them with what is good for others in their lives…family, friends, and social issues. 

4. “Too much stuff.” The late George Carlin had a great bit about “stuff”. Everybody needs places to put stuff. Well, consumers are realizing they have too much stuff. It costs money and much of sits idle.

5. “I want to change, but keep the stuff that is important.”  All of the above points lead to consumers making major decisions about lifestyle, personal identity, and social causes. 

What does this mean for the outdoor industry? Some good things, I think. People will take their recreational pursuits seriously. And they will continue to purchase outdoor recreational stuff because that part of their identities will stay in tact. They like that about themselves. 

In fact, Snowsports Industry of America is reporting that sales figures are up over last season: 6% for integrated ski systems and 8% for winter apparel. And the Outdoor Industry Association reports that October core store sales grew by 8% over October of 2007.

New media is helping here. Thousands and thousands of consumer reviews are being read every day by thousands other consumers. This viral link is driving consumers into brick and mortar or online and giving them the confidence that the product is a good buy, and well worth it. 

Another good thing. Our industry has over designed and over-enginnered the crap out of our hard and softgoods for so long that we don’t know any other way. We have two different technologies in our socks! So…our stuff is good stuff and it lasts a long time. 

Now, we need to go sell that through the new media channels. Why? Because that’s where many of these new consumers will interact about an important part of their revamped lifestyles.