According to research, nearly 9 in 10 consumers consider sustainability when making an outdoor-oriented purchase — and they expect the brands they support to do more than just talk about being eco-friendly. Brands that fail to meet these expectations risk losing trust from this important audience that wants to see real action, measurable impact and honest storytelling. While these consumer demands can be challenging, they can also present opportunities for active lifestyle brands to shine. Outdoor brands that effectively and authentically market their sustainability efforts build credibility, grow brand loyalty and set themselves apart from the competition.
Sustainability: A Smart Strategy for Growth and Trust
Sustainability in the outdoor industry isn’t just about doing the right thing — it’s a strategic move that can help brands drive long-term success. Today’s outdoor enthusiasts expect sustainable brands to use responsibly sourced materials, minimize their environmental impact and maintain transparency. Outdoor brands that achieve any or all of these eco-focused objectives reap a range of benefits:
- Increased Brand Loyalty: Consumers are more likely to support and stick with brands that align with their environmental values.
- Differentiation From Competitors: In a crowded market, authentic sustainability efforts help brands stand out from the competition and attract eco-conscious buyers.
- Reduced Costs: Sustainable practices like waste reduction, energy efficiency and circular economy models (repair and resale programs) can lower long-term operational expenses.
- Greater Consumer Trust: Transparency and measurable impact build credibility, but “greenwashing” — making misleading or exaggerated sustainability claims without real action — can result in backlash and lost customers.
- Long-Term Growth: Sustainability isn’t just a short-term trend; it’s an investment that helps brands future-proof their business against evolving consumer expectations and regulatory changes.
How Outdoor Brands Can Share Their Sustainability Efforts
When sharing about their sustainable practices, outdoor brands must demonstrate real efforts and impact — not just talk the talk. They should be intentional, transparent and engaging. Here are some effective ways outdoor brands can market their sustainability efforts to eco-conscious consumers:
Share Authentic Stories
Outdoor consumers connect with authentic stories, not corporate jargon. Instead of just listing sustainability initiatives, illustrate their impact through compelling visuals, behind-the-scenes content and real-world examples. Highlight the people behind your brand’s sustainability efforts — whether it’s a designer explaining how they sourced recycled materials or a customer sharing their experience with a product repair program.
Be Transparent
No brand is perfect, and consumers respect honesty. Acknowledge both successes and challenges in your sustainability journey. Being open about areas for improvement can help your brand build trust and credibility while preventing accusations of greenwashing.
Use Third-Party Validation
Certifications like B Corp, Fair Trade and Bluesign show consumers that your brand’s sustainability claims are backed by reputable organizations. Verified data — such as carbon footprint reduction percentages or ethical sourcing audits — adds weight to your messaging and reassures skeptical customers.
Leverage Ambassadors and Community
Partner with eco-conscious athletes, influencers and customers who already advocate for sustainability. Their voices carry weight, and their personal experiences with your brand’s efforts can feel more authentic and relatable than corporate messaging alone.
Engage Consumers
Give customers an active role in your sustainability initiatives. Whether it’s repair and resale programs, recycling drop-offs or incentives for using reusable packaging, involving consumers in the process can strengthen their connection to your brand.
Report Measurable Progress
Outdoor consumers want proof, not promises. Regularly share updates on sustainability goals through impact reports, website updates and social media content. Break down key metrics in a digestible way — infographics, video summaries and interactive reports make complex data easier to understand and more engaging.
Sustain More Marketplace Success With TBA Outdoors
TBA Outdoors is a fully integrated outdoor lifestyle marketing agency, and our professionals can help you with everything from research and brand strategy to creative, PR and video production. Contact us today to explore all the ways your outdoor brand can benefit from partnering with us.