The Lost Opportunity in Outdoor Media

The recent news that outdoor enthusiasts are increasingly turning to social media for information on gear, destinations, and techniques has left many in the industry perplexed. What’s striking is not just the shift itself, but who it has benefited – and at whose expense.

Influencer-led content on platforms like Instagram and YouTube has proliferated in recent years, with online personalities carving out lucrative niches by peddling high-end gear and overpriced adventure packages to their millions of followers. This trend raises questions about our culture’s enduring love affair with consumerism.

Long-form journalism – the kind that explores complex issues like environmental policy and social justice in the outdoors – has fallen behind. Websites and publications once dedicated to in-depth reporting on these topics have either folded or shifted their focus to more clickbait-friendly content. The result is a media landscape where salespeople often outshout storytellers.

This phenomenon is not unique to outdoor media, but it’s particularly galling when applied to the outdoors, which has historically been a domain where people come together around shared values like conservation and community. Outdoor enthusiasts are drawn to this space for reasons that go beyond mere entertainment or self-promotion.

Reviving destination guides – detailed, well-researched overviews of specific regions or ecosystems – could help democratize access to the outdoors. By providing accessible information on topics like local regulations, best practices for minimizing impact, and hidden gems off the beaten path, these guides can cater to a broader range of users beyond just the affluent.

A fundamental shift in how we think about outdoor media is required: one that prioritizes substance over spectacle. Given the current state of affairs, it’s hard not to wonder if this isn’t precisely what’s needed – a renewed focus on high-quality storytelling driven by exploration and education rather than clicks or conversions.

If we fail to prioritize such initiatives, we risk losing something essential to the outdoor experience: its potential for connection and growth. As more people take up hiking, camping, paddling, and sailing, it’s crucial they’re equipped with knowledge and skills necessary to navigate these pursuits responsibly and meaningfully. Anything less risks perpetuating a culture of superficiality and excess in our shared public spaces.

The true value of any outdoor experience lies not in its monetary worth or social media cachet, but in its ability to inspire us, challenge us, and ultimately transform us.