The Future of Outdoor and Lifestyle Brands: Trends and Innovations

Trends & Data Analytics

The outdoor and lifestyle industry is rapidly evolving, driven by shifting consumer expectations, technological advancements, and a renewed focus on sustainability. Depending on the generation you fall under, the direction of these brands may either resonate or create skepticism. However, as the outdoor space grows more competitive, the future looks promising for brands that prioritize durability, functionality, and a sustainable approach. Here’s a look at the key trends shaping the future of outdoor and lifestyle brands.

Whistler-Blackcomb Ski Resort

1. The Demand for Durable, Multi-Functional Products

While some are excited by the fashion-forward approach that many outdoor brands are taking, others see it as a step in the wrong direction. Outdoor products, by nature, should prioritize function over fashion. According to Jasper & London, the future of outdoor brands should focus on creating long-lasting, durable, and multi-faceted products.

"In today's world, where everything is getting more expensive, customers want to get the most out of their investment," says the team at Jasper & London. The outdoor sports and equipment market can be notoriously expensive, creating a barrier to entry for new participants. By shifting the focus to affordability and function, outdoor brands can become more inclusive and accessible.

Interestingly, smaller companies are leading the charge in this direction. They’re providing cost-effective, functional gear without compromising on quality. "It almost seems like major brands have forgotten why they got into this space in the first place," says Jasper & London. By doubling down on core values like durability and utility, brands can ensure that they remain relevant and aligned with consumer needs.

Manteo Poncho, a multi functional product that is a poncho that converts into a sleeping bag, travel neck pillow and blanket

2. Technology: Innovation Meets Community

As technology advances, brands are increasingly incorporating tools like augmented reality (AR) and virtual reality (VR) into their marketing and customer engagement strategies. This trend has allowed outdoor and lifestyle brands to position themselves as forward-thinking and innovative.

"I personally think there’s value in using technology as it shows these companies are forward-thinking," says Jasper & London. With AR and VR, customers can experience products in new ways—like virtually testing gear or exploring immersive environments from home.

However, it’s important to remember that technology can only go so far. "Word of mouth is still the oldest and best way to advertise, and it’s something technology will never take away from the community," Jasper & London emphasizes. This is particularly true for outdoor enthusiasts, who tend to value community recommendations over digital experiences. While larger brands may be able to harness technology effectively, the trend toward supporting smaller, community-driven businesses is still strong.

My Wicked Dude is an outdoor and lifestyle brand, one of their products is custom skis and snowboards

3. Sustainability is the Future

"Sustainability is not shaping the future, it is the future," says Jasper & London. As customers become more environmentally conscious, they’re demanding more from the brands they support. Long-lasting, durable, multi-functional products are no longer just a bonus; they’re essential.

Outdoor brands have recognized this shift and are responding by incorporating sustainability into their designs and manufacturing processes. From using recycled materials to minimizing waste in production, sustainability has become a core focus for many companies.

The brands that truly understand sustainability are those that create products that last. Rather than constantly pushing consumers to upgrade to the latest version, they’re encouraging customers to invest in high-quality gear that will endure over time. For Jasper & London, this is a trend that should not only continue but become the standard across the industry.

The future of outdoor and lifestyle brands is being shaped by a combination of durability, innovation, and sustainability. As the market evolves, the brands that succeed will be those that stay true to their core values and focus on delivering products that stand the test of time. At Jasper & London, we believe that smaller companies are leading the way by focusing on functionality and value, while sustainability continues to drive the industry forward. As these trends unfold, it’s clear that the brands that can adapt will thrive in the years to come.