Waterproofing and aftercare specialist Nikwax, in collaboration with community groups Hiking Buddies UK and AT95, has released survey findings that reveal attitudes and barriers faced by Millennials and Gen Z when it comes to outdoor activities.
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.
Key findings from the Hiking Buddies UK survey:
- Barriers to outdoor activity before joining Hiking Buddies UK:
The most significant barrier before joining Hiking Buddies UK was the lack of friends or family to go with (47%). Additional barriers included lack of time (19%) and not knowing where to go or what to do (17%). - Factors encouraging more outdoor activity:
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%). - Discouraging factors for going outdoors:
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%).
Building on the information above, AT95 conducted a 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. AT95 was founded by Kian Patel during lockdown, when he struggled to go outdoors alone, impacting his mental well-being. With support from his friends, Kian created AT95, a community of 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. Find out more about Kian’s journey and how they are breaking down barriers here.
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 and are time shy.
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, said: “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, founder of Hiking Buddies UK, added: “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.”
For more information on Nikwax’s Formulated for Adventure campaign click here.
