TRU Study Reveals Opportunity with Millennials

December 21, 2011

This month, TRU, a division of TNS Custom Research, Inc., released  a report that offers hope about Millennials and outdoor participation. Among the ten most popular activities and sports among Millennials in 2011, four could be considered outdoor activities: swimming (#1), bicycling (#4), jogging/running (#6) and camping/hiking (#8). 

As Michael Wood of TRU discussed during his keynote address at Outdoor Industry Association’s Rendezvous in Portland, “There is a tremendous opportunity for everyone in the outdoor industry. The generational gap is becoming much less significant. [Young people say] ‘if this [activity] is something my parents enjoy doing perhaps I’ll enjoy doing it as well.’”

While it is clear that passionate individuals can help get young people active, Wood outlined three guidelines for outdoor companies that want to engage Millennials:

  • Build awareness. Post videos on YouTube, sponsor hiking/camping trips, offer instructional classes.
  • Make it affordable. Provide access to gear, build reasonably priced trip packages around winter and Spring breaks.
  • Local outreach. Get involved with primary and elementary schools, colleges and universities; partner with clubs and organizations.

Rendezvous attendees can view the TRU keynote video and presentation here.  For OIA members who did not attend, please contact Business Intelligence Manager David Mudd at to receive the TRU Rendezvous presentation.

For more information on youth (ages 6-17) and young adult (ages 18-24) outdoor participation check out the 2011 Outdoor Recreation Participation Report, the only detailed study of its kind tracking American participation trends in outdoor recreation.