How to Expand Environmental Messaging to New Audiences

Purpose of This Research

Identify interests and behavioural attributes of people who talk about:

• ‍Patagonia
• ‍Oceana
• ‍YETI
• ‍The Ocean Rate
• ‍SailGP

To uncover partnership and marketing opportunities within the world of the environment & sports and outside of it.

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Audience Reach Opportunities

(i) Solo-sports trump team-sports for audience affinities. Target doers who watch but mainly participate in sports. How?

(a) Be where your audience is active (i.e. ski parks)

(b) Invest in nature, ski and outdoor communities

(ii) Travel and Adventure lovers already appreciate nature. Target explorers. How?

(a) Partner with trusted adventure and travel media sources

(b) Build content that enhances experiences (i.e. have ambassadors share travel staples or make ocean education content for tourists travelling to coastal
               locations)

(iii) Prospective audiences are business and tech-forward. Target nerds who enjoy deep dives into scientific concepts. How?

(a) Get ad or guest space on nature and science podcasts

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Audience Key Takeaways

Competitor Audience

• Age
  ‍83% of this audience is 26-50 years old. Ages 51-65 followed at 9%.
• Location
  ‍This audience is concentrated in the US, the UK, Canada and Australia.
• Gender
  ‍49% of the audience are men, 36% are women and 15% are undefined. 
• Sport Insights
  ‍Adventure & Outdoor represents the second highest interest for this audience (2.3%). People actively hiking, climbing and camping already have a love for the environment.
• Actionable Recommendations
  ‍Target environment-based sport entities like Outside Magazine or National Parks. Even better, focus on sports based in bodies of water like Triathlons and World Surf League to reach people who already love marine-based sports.

Ski Audience

• Age
  ‍82% of this audience is 26-50 years old. Ages 51-65 followed at 9%.
• Location
  ‍This audience is concentrated in the US, the UK, Canada and Australia.
• Gender
  ‍53% of the audience are men, 33% are women and 14% are undefined.
• Sport Insights
  ‍Target ski and football podcasts in the winter (in-season). Then collaborate with climbing and biking podcasts during the off-season for snow sports.
• Actionable Recommendations
  ‍Look into communities like “The Ski Club” for reach in the UK. The United Kingdom represents the second largest audience for competitors.

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Competitors Analyzed

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49% of this audience are men. 

Most people are 26-50 years old.

And 42% have a Bachelor's degree.

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This audience is predominantly in Marketing & Advertising services followed by IT and Computer Software.

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This audience is predominantly in the US and the UK. 

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This audience has diverse interests that pair well together.

Broad Interests 

These represent the broad interests of 75K people that talk about like-minded brands online. The percentage share is smaller due to a broad range of interests and larger sample audience.

• Think about the intersection of these interests and where they come into play together. We can combine these interests into behaviours like Food & Drink with Music or engaging in Entertainment while Travelling. 

The percentage represents the share of interests people who talk about competitor brands have:

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Expand your network reach with adventure brands. Entities like Patagonia already have environmental affinities.

• Consider partnerships with Backpacker Magazine or Outside (which also has a podcast of 55K listeners).
• ‍Snow sports, climbing and hiking are some of the top disciplines these brands focus on—leverage this audience’s interests by being present in spaces where these activities happen. For example, a partnership with National Parks.   

The percentage represents the share of interests people who talk about competitor brands have:

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Family creators, comedians and TV personalities are among the top affinity groups in Entertainment. 

• This audience enjoys sitting back and watching content from reality or talk shows with a high following of creators who have made their audiences from being on TV.
• They also have an affinity for comedy acts which could be a unique avenue to explore to reach completely new audiences. 
• Partner with podcasts this audience listens to such as The Ross Bolen Podcast (195K listeners) and Guy Kawasaki's Remarkable People (17K listeners).

The percentage represents the share of interests people who talk about competitor brands have:

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People travel out of awe and wonder to explore new places. Convert those feelings to your purpose with partners who reach that audience. 

• The audience relies on typical media sources like the BBC, NY Times, Condé Nast and The Guardian for their travel advice. This indicates that they enjoy the ease of reading the news and gathering travel tips from one source. 
• ‍Tap into travel communities like Condé Nast’s “Women Who Travel”. Not only do they have a Facebook group but they have a podcast with 14K listeners.

The percentage represents the share of interests people who talk about competitor brands have:

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Electronic, Hip-Hop and Country are the top music genres for this audience. Reach each audience through festivals for their genre.

• ‍Electronic artists hold some of the top affinities for this audience. Consider hosting an activation at small and big electronic festivals.
• ‍Reach multi-genre interests through media like NPR Music. If advertising, bid for presence on their YouTube videos or create a deeper partnership. This audience also listens to radio stations like KISS FM and Capital FM.

The percentage represents the share of interests people who talk about competitor brands have:

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Entities sharing content about triathlons, cycling, running and motorsports are what this audience spends time engaging with online.

• ‍Leverage events like Ironman, X Games, World Surf League and Tour de France. Focus on events that are based in bodies of water like Triathlons and World Surf League to reach people who already have a love for marine-based sports. 

The percentage represents the share of interests people who talk about competitor brands have:

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Connect with respected voices in the skiing community like Powder, Freeskier and Skiing Magazine.

• ‍Skiers are engaged with both participating and watching their sport. The high affinity towards media outlets in the ski world indicates this audience’s engagement with trusted sources. They most likely use them when it comes to decision-making for ski gear but also updates on the ski world. 
• Entities like Teton Gravity Research create diverse content from ski films to how-to content.

The percentage represents the share of interests people who talk about skiing have:

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Don’t limit yourself to ski-only podcasts. People who talk about skiing online are diverse in their audio interests.

• ‍Target ski and football podcasts in the winter (in-season). Then collaborate with climbing and biking podcasts during the off-season for snow sports. 
• ‍People who talk about skiing online also listen to podcasts about wellness. Find a way to connect the practice of taking care of yourself to the practice of learning and caring for the environment. 

The percentage represents the share of interests people who talk about skiing have:

*Full podcast title “This Life Ain’t For Everybody”. 

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Be present where people ski. Whistler, Snowbird, and Aspen Mountains are popular locations for this audience.

• ‍Look into communities like “The Ski Club” for reach in the UK. The United Kingdom represents the second largest audience for competitors. Create opportunities to raise awareness in more intimate settings such as through club channels.

The percentage represents the share of interests people who talk about skiing have:

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*Data based on sample of 75K people who talk about SailGP, The Ocean Race, Oceana, YETI, and Patagonia. 

*Data based on sample of 340K people who talk about ‘skiing’ online.