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How Much Do Outdoor Enthusiasts Care About Climate Change? Text

Sep 18th 2020

People in the U.S. spend nearly $890 billion on outdoor recreation annually. However, beside a passion for the outdoors, what else can bring outdoor enthusiasts together? Fighting climate change. Turns out this is a cause with unique potential to unite outdoor businesses and their customers.

Protect Our Winters conducted research, sponsored by Bank of the West, to explain how and why. Check out the results below of a survey of more than 2,100 outdoor enthusiasts.

Outdoor enthusiasts don’t fit a stereotype

• 40% identify as Democrat
• 31% identify as Republican
• 29% identify as Independent

Yet, most agree on these things

• 90% believe climate change is caused by humans
• 75% seek guidance on how to save their lifestyle
• 74% believe advocacy groups and outdoor brands are part of the solution

They already take varying actions for the climate

• Reduce waste
94% likely to / already recycle, reduce waste, or pick up litter
• Talk about action
77% likely to / already talk to peers about acting locally
• Land preservation
75% likely to / already actively support legislation protecting public lands
• Carbon reduction
74% likely to / already actively support legislation on carbon emissions
• Donate to causes
70% likely to / already donate to environmental / climate causes
• Volunteer for climate
64% likely to / already volunteer for climate change organizations
• Drive hybrids or EVs
63% likely to / already drive a hybrid or electric vehicle

But outdoor enthusiasts know that more needs to be done. They just need help learning how they can be more effective:

• Carbon footprint
82% want to learn individual ways to reduce their carbon footprint
• Getting started
76% want direction on where to start on such a big issue
• Climate advocacy
74% want help learning to be a more effective climate advocate
• Networking
70% want help connecting with like-minded people in the outdoor sports community
• Amplifying community’s voice
69% want help amplifying the outdoor community’s voice on climate
• Connecting politically
65% want help connecting with their representatives

The takeaway?

Outdoor enthusiasts are a passionate, eager audience that’s ready to learn more about how they can stop climate change. They are also potential customers for businesses with similar values.

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