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When most people think of the outdoors, the image that comes to mind is rugged: summit selfies, muddy boots, lashing rain, and a new PB. Loving the outdoors means high energy, high peaks, high adrenaline.
But there’s another version of being ‘outdoorsy’ that’s quietly becoming more influential, aptly called ‘outsidey’. It’s slower, softer, and centred on connection rather than conquest.
For brands, understanding the difference between being outdoorsy and being outsidey isn’t just semantics, it’s the key to reaching a wider audience.
Two sides of the same field
If you’re outdoorsy, you chase a challenge. You love to climb, run, paddle, scramble. You’re not afraid of wet days, soggy boots (enter Nikwax), blisters, bites, or stings. Sore feet and fitness trackers come with the territory. Your gear is technical, your schedules are packed, and your Instagram is filled with mountain peaks and running selfies.
Outsidey people want to be just that, outside. They’re not anti-adventure, but the goal is restorative, not competitive. Paddling in a river means something different; the water is shallower and calmer, the movement is less intense, and you won’t get wet past your ankles. Atmosphere is valued more than altitude, and the weather is generally fair.
For a brand, recognising this difference means understanding two very different consumer mindsets. One wants to perform, one wants to feel. They aren’t mutually exclusive, you can be both outdoorsy and outsidey (the fun is zapped out of trail running if you hate nature!) but needs differ, and marketing should reflect that.
The growing outsidey market
The shift towards outsidey living isn’t just anecdotal. The UK outdoor living market is expected to exceed £6.5 billion this year, with a 25% surge in garden centre sales. This investment in outdoor living spaces reflects a wider consumer focus on creating outside environments designed for wellness and relaxation. International wellness travellers spend 41% more per trip than the average international tourist, and domestically, wellness travellers spend 175% more than non-wellness travellers.
Everyday outdoor products – insulated bottles, camping chairs, portable coolers, and tabletop BBQs – are finding their way into homes that have never seen a climbing rope, and brands are thriving by tailoring their marketing to own everyday moments that people crave, and that feeling of being immersed in nature without needing to conquer it.
How to step into the softer space
• Sell the feeling, not the feat. Switch from pushing your limits and beating your PB to storytelling around simplicity and quiet connection. It’s about engaging the senses, not proving performance. Use sensory language focusing on the taste, touch, smell, and sound to anchor your audience to the emotional payoff of outside.
• Cherish rituals and everyday habits that make life feel better instead of one-off adrenaline spikes. Your product becomes part of a moment, not a test of endurance.
• Nature is therapy. Therapy for stress, for screen fatigue, and for urban life. Messages should align with balance and rest.
• The outdoorsy narrative can often feel exclusive (fit, fast, elite). Outsidey marketing campaigns should feel accessible to everyone, including in group settings. Language shouldn’t feel specialist, and even simple switches like ‘waterproof’ can become emotive ‘perfect for damp days’.
• Tap into micro-escapes. Outsidey people are often time-poor, but nature hungry. Focus on short bursts of outdoor living that fit into daily life, marketing your product as a gateway e.g. ‘Sunday reset’, or ‘pocket of peace’.
• Sustainability isn’t a nice add-on for outsidey consumers, it’s part of their emotional connection with nature. They need to feel good about their choices. Eco-switches aren’t sacrifices; they’re a natural way to live more gently.
Some seek peaks, others peace. Outdoorsy and outsidey lifestyles both matter, each offering unique ways to connect with nature and inspiring different kinds of stories for brands.
So, which speaks more to you: outdoorsy or outsidey?