Waterproofing and aftercare specialist Nikwax, in collaboration with community groups Hiking Buddies UK and AT95, has released survey findings that reveal barriers faced by Millennials and Gen Z when it comes to spending time outdoors as part of the proofing brand’s Formulated for Adventure campaign.
The findings show that adverse weather, lack of knowledge or confidence in outdoor skills, lack of free time and having few friends or family members to venture out with are all factors keeping young people curious about spending time in nature indoors.
Hiking Buddies UK asked their community members about their attitudes toward outdoor activities before they joined the group and found that nearly half the young people they asked (47%) said the lack of friends or family to go into nature with was a key factor. Additional barriers included lack of time (19%) and not knowing where to go or what to do (17%). Weather was the biggest deterrent for 61% of respondents, citing concerns about extreme temperatures or rainy conditions. Other significant barriers included a lack of suitable places to go (5%), lack of social opportunities (13%), and a lack of confidence in outdoor skills (17%).
The most common response (57%) regarding what would encourage more outdoor engagement is more free time. Other motivating factors include more information on where to go and what to do (31%), more accessible outdoor spaces nearby (6%), and more affordable gear and transportation (6%).
Building on the information gained by Hiking Buddies UK, AT95 conducted a further survey with its community of 15,000 individuals aged 24-30, revealing that 41% identified the lack of family or friends to join them in outdoor activities as their biggest obstacle.
This is something AT95’s founder understands well. The group was founded by Kian Patel during lockdown. He struggled to go outdoors alone, and this impacted his mental health. With support from friends, Kian created AT95 for young people who share a love for the outdoors through photography, sport, and fashion. Through a range of hiking and sporting events, AT95 now provides access to the outdoors for those who previously felt limited.
Despite growing recognition of the positive impact of outdoor activities on mental and physical well-being, these surveys reveal that many young people lack the confidence to engage in outdoor activities without the support of family and friends or a community. As part of the ‘Formulated for Adventure’ campaign Nikwax has teamed up with like-minded outdoor brands and communities to try to break down these barriers and create a supportive network where young adventurers feel empowered to explore the outdoors, equipped with the knowledge and gear they need for safe, enjoyable experiences.
Laura Ball, Group Marketing Director, Nikwax, comments on these findings: “Nikwax, alongside Hiking Buddies UK and AT95, are proud to have activated conversations about the pitfalls and opportunities younger generations face, with regards to accessing the outdoors. Discussion is the starting point to breaking through those barriers and we want to empower the next generation to explore, connect and thrive in nature. A huge level of great work is already happening in the industry, and we welcome collaboration with brands and potential partners in this area to inspire a movement outdoors, as we continue our journey in this space.”
Clare Marx of Hiking Buddies UK, shared: “Hiking Buddies UK is proud to collaborate with Nikwax on the Formulated for Adventure campaign, breaking down barriers to outdoor activities. By fostering friendships and community, improving accessibility, and sharing advice on kit and essential outdoor skills, we aim to inspire the next generation to embrace nature with confidence and care.”
The surveys were undertaken as part of Nikwax’s Formulated for Adventure campaign that aims to inspire younger generations, particularly Millennials and Gen Z, to embrace a variety of outdoor activities and experience the joy of adventure, whether big or small. Learn more about Nikwax’s Formulated for Adventure campaign.
Read more: How to find your tribe and meet like-minded hillfolk
