Join the Excursion Studio Webinar this Thursday: Why People Really Go Outdoors and How Brands Are Missing a Trick

Date: This Thursday, July 17th
Time: 12 PM (BST)

Are you an outdoor and active brand marketer and do you truly connect with what motivates your audience?

Right now, there’s a growing motivation gap – a disconnect between what brands say and what people actually feel. This gap is costing businesses vital cut-through, genuine connection, and long-term loyalty.

The latest white paper from The Behaviours Agency and Excursion Studio introduces a critical concept for brands in the outdoor and active sector: the Motivation Gap. While participation in outdoor activities is on the rise – from bustling hiking trails to the growing popularity of cold-water swimming – the white paper identifies a disconnect between why people genuinely engage with the outdoors and how most brands communicate with them.

The Behaviours Agency, known for building memorable brands through strategies that tap into core motivations and deliver “impossible to ignore” creative, and Excursion Studio, a creative partner specializing in taking ambitious outdoor, sports, and lifestyle brands “somewhere completely new” with distinct creativity and culture-first thinking, have collaborated to explore this overlooked challenge. They argue that despite the booming market for outdoor and active apparel, many brands are failing to truly connect with consumers on a deeper, more meaningful level.

This “Motivation Gap” isn’t about sales figures or shelf space; it’s about a lack of resonance in brand messaging. The white paper aims to illuminate this gap, analyze its implications, and propose a more authentic way forward for brands looking to transform this problem into a significant opportunity.

In this live webinar, we’ll unpack new insights from fresh research and introduce innovative ideas on how to genuinely connect your brand with your audience.

We’ll be joined by special guest speaker Tom Entwistle, Head of Tents and Equipment at Dometic. Tom will share real-world brand insights and reflections on motivation from within one of the outdoor category’s most progressive brands.

Are you ready to discover how your brand can bridge this divide and forge a stronger connection with your audience?

Click here to sign up now and join the webinar this Thursday 

Check out the Excursion Studio RIA Member profile here  .