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.