3 Cultural Trends Shaping Fishing &amp; Boating Recruitment

LUMINATIVE MEDIA/PROJECT COUNSEL MEDIA GROUP

Learn about 3 cultural trends that pose an opportunity for recruiting newcomers to fishing and boating. Originally presented at ASA's 2018 Sportfishing Summit. *Insights provided by RBFF's agency of record, Colle McVoy.

Marketing

3 CULTURAL TRENDS SHAPING
FISHING & BOATING
RECRUITMENT
October 11, 2018

Trend 1:
Mistrust
3
81%
feel they have lost
control of personal
data.
53%
have been victims
of identity theft.
Deloitte Insights Consumer Privacy Report

Opportunity:
Share real stories about real people.
6

Trend 2:
Escapism
7
4 Years
The average
American spends 4
years escaping
reality.
G Adventures US Report, 2017

Trend 2:
Escapism
8
4 Years
The average
American spends 4
years escaping
reality.
G Adventures US Report, 2017
36%
is the projected
growth in the
travel industry this
year.
Wex Inc Travel Trend Report, 2018

Trend 2:
Escapism
9
4 Years
The average
American spends 4
years escaping
reality.
G Adventures US Report, 2017
36%
is the projected
growth in the
travel industry this
year.
Wex Inc Travel Trend Report, 2018
11 Hours
U.S. adults consume
an one hour and 40
minutes more of
media a day.
1 Hour
more media
consumption per
day than last year.
Nielsen Q1 Audience Report
Statist Global VR Statistics, 2017

Trend 2:
Escapism
10
4 Years
The average
American spends 4
years escaping
reality.
G Adventures US Report, 2017
36%
is the projected
growth in the
travel industry this
year.
Wex Inc Travel Trend Report, 2018
11 Hours
U.S. adults consume
an one hour and 40
minutes more of
media a day.
1 Hour
more media
consumption per
day than last year.
Nielsen Q1 Audience Report
$108B
The VR + AR industry
is expected to reach
$108B by 2021.
171M
Users
of VR by the end of
2018.
Statist Global VR Statistics, 2017

Trend 2:
Escapism
11
4 Years
The average
American spends 4
years escaping
reality.
G Adventures US Report, 2017
36%
is the projected
growth in the
travel industry this
year.
Wex Inc Travel Trend Report, 2018
11 Hours
U.S. adults consume
an one hour and 40
minutes more of
media a day.
1 Hour
more media
consumption per
day than last year.
Nielsen Q1 Audience Report
$108B
The VR + AR industry
is expected to reach
$108B by 2021.
171M
Users
of VR by the end of
2018.
Statist Global VR Statistics, 2017
80%
want to participate
more in the
outdoors.
40%
of outdoor
participants want
to get away from
their usual
demands.
Outdoor Industry Report 2017

Opportunity: Make technology a part of
the experience, not the enemy.
12

Trend 3:
Division
13
77%
perceive America
as divided.
Gallup Survey, 2017

Trend 3:
Division
14
77%
perceive America
as divided.
Gallup Survey, 2017
17%
decline in number
of kids who feel
they make their
parents proud.
14%
decline in number
of kids who say
they have fun with
their parents.
KidsHealth.Org, TFK Survey 2018

Trend 3:
Division
15
77%
perceive America
as divided.
Gallup Survey, 2017
17%
decline in number
of kids who feel
they make their
parents proud.
14%
decline in number
of kids who say
they have fun with
their parents.
KidsHealth.Org, TFK Survey 2018
59%
participate in
outdoor recreation
to be with family
and friends.
73%
of outdoor
enthusiasts are
Caucasian.
Outdoor Industry Reports 2015 - 2018

Opportunity: Make fishing and boating a
force for inclusivity.
16

THANK YOU
Research and info available at www.takemefishing.org/corporate
Please direct questions to svatalaro@rbff.org

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