Transcription of 2020 FORECASTING REPORT - Outdoor Industry Association
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2020 FORECASTING REPORT - Outdoor Industry Association
2020 FORECASTING REPORTThe Outdoor Consumer SegmentsIntroductionThe Five Macro-Shifts 1. Rise of Millennials and Aging Boomers 2. Urban Migration 3. Obesity 4. Heightened Attention on Health 5. Hispanic/Latino Growth Summary and OpportunitiesMethodology and Sources 34 5 10 14 18 23 28 30 TABLE OF CONTENTSTHE ACHIEVERE verything Outdoors | Performance-driven | Engagement at its fullestPERCENT OF THE Outdoor CONSUMER POPULATIONSPEND PER YEAR ON Outdoor EQUIPMENTHOURS SPENT OUTSIDE PER WEEK10%$79927 THE Outdoor NATIVETHE URBAN ATHLETETHE ATHLEISURISTTHE SIDELINERTHE COMPLACENTH ighly Involved | Experience-driven | EstablishedAthletic | Competitive | StressedAdventure Seeking | Aspirational | Moderate engagement Lessened Involvement | Inhibited | InterestedExcluded | Unmotivated | Unfit12%20%14%20%12%14%$637$781$476$284$ 162$143222420191311 THE ASPIRATIONAL
FORECASTING REPORT. The U.S. Outdoor Consumer Segments Introduction The Five Macro-Shifts 1. Rise of Millennials and Aging Boomers 2. Urban Migration 3. Obesity ... After a lifetime of challenging conventional views of the generation before them, Boomers are not receptive to traditional marketing, preferring
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