Outdoor Retailer - Summer 2017 - 16

KNOW YOUR RIGHTS
Outdoor industry influencers
stand in solidarity at the Climate
March in Washington, D.C.

MARKETING

Activism Calling

It's time for brands who claim to care about the greater good
but have grown complacent to step up. It's time to put what
Joe Strummer taught you into action. by Mike Geraci
WHILE MORE THAN HALF OF THE COUNTRY
was freaking out over Donald Trump's ascendancy, punk rock legend Henry Rollins had a
simple message for those who care about environmental and social justice. "This is not the
time to be dismayed, this is punk rock time," he
said. "This is what Joe Strummer trained you
for." For many of us, that call to action temporarily quelled the gag reflex of trying to digest
the new political reality.
After all, it was Joe Strummer, outspoken
frontman of The Clash, who took punk's juvenile inward angst and made it more palatable and productive, who made it applied
angst, if you will. The point of the music was
the same-"we're getting screwed"-but the
merchandising of the sentiment was more
aspirational. It's a lesson that should resonate
with the outdoor industry: As the politics surrounding public lands, the EPA, and the Clean
Air Act continue to boil over, customers are
looking to trusted sources to channel their

16 OUTDOOR RETAILER

/ Summer 2017

angst. Outdoor brands and retailers need to
prove they are doing something about it.
So, what did Joe Strummer teach us? In late
2015, the agency I work for, MERCURYcsc,
conducted a qualitative study measuring
the attitudes and motivations of 1,500 frequent and passionate adventure travelers (a
group we have identified as Adventurists) as
they related to brands' activities around the
then-hot topic of funding of the Land and
Water Conservation Act. The key take-away:
"Seventy-five percent of Adventurists feel that
the actions of companies and brands could be
very or extremely effective in influencing environmental issues."
The big insight was that brands need to
stand for something. Adventurists, more than
ever, want trusted brands to lead activist efforts, to take a stand and present collaborative
solutions, to be leaders. Little did we realize
how prescient this 2015 study would be. In
2016, Trendwatching.com noted, "Consumers

don't want to make the world a better place;
they want brands to do that for them."
So, how does this dynamic play out on the
retail level? What is the role of the local specialty shop in politics and conservation? How
does this affect your position and value in your
marketplace? Specialty's value is in its expertise. Retailers prepare customers with the
knowledge, skills, and gear to get out into our
great outdoors. To that, I would add protect.
Outdoor retailers must also protect the health
of and access to our great outdoors. But how
do you do this while still staying focused on
the business and not appearing so radical you
scare off potential customers?
Stay "here and now." The number of
causes we are asked to support is overwhelming. The MERCURYcsc study results showed
that Adventurists need environmental topics
to be personal and locally relevant. Focus on
near-term, local issues. They are timely, relevant, and on-brand.
Partner with local organizations, causes,
and ambassadors. Work together on initiatives instead of solely supporting the initiatives. Each party brings unique assets to the
table. Combined they can be fully leveraged.
Appoint an on-staff Adventurist. As Scott
Galloway, professor at NYU's Stern School of
Business notes, "People are no longer going to
stores for products. They can find them for less
online. They go to stores for people (experts)."
You are stocked with gear and adventure experts. Add someone knowledgeable about the
local outdoor political causes and empower
them to become part of the store's presence.
Invite your customers to join you.
Develop and host conversations in which your
customers can participate. As Edelman's 2017
Trust Barometer notes, "Business should provide citizens with platforms that invite them
to help shape policy-giving them a positive
outlet for their views and fears."
In this new era of political realities, customers want to see more commitment to causes
aligned with their ethos. By being the champion for public land in your community, you
continue to establish a valuable, sustainable
position in your community. As Joe Strummer
sang, "Let fury have the hour. Anger can be
power. D'you know you can use it?" O.R.

James Q.Martin

THE PULSE

http://www.Trendwatching.com

Outdoor Retailer - Summer 2017

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