1. No more campfire vibes.

A common discussion thread in the outdoor world is about the need to differentiate your brand from the sea of sameness. A sea that often includes a person, or group of people, in the pristine outdoors either on a mountain with some sort of gorgeous view or in the thickness of wilderness. We often ask ourselves whether replacing our logo with our competitors will change that ad? Sadly, more often than not, it won't.

One brand that has really put a stake in the ground for standing out from the crowd is Columbia. They just launched their new "Engineered for Whatever" campaign to rave reviews and included a level of dark humor that you don't see in the outdoor world. Part action movie, part "Jackass" it positions outlandish scenarios of talent being bitten by a snake, chased by death, and even recreates Aron Ralston's real life being trapped by a boulder. Similar to the work they did 10 years ago where they strapped their CEO to the roof rack of a vehicle and drove her around to test the warmth of a new jacket, they are tastefully going over the top to draw attention and stand out in the sea of sameness.

2. Highlighter hues, hiking shoes.

Another brand that has found a great way to stand out is Cotopaxi. More lifestyle than outdoor they have found a way to literally shine through with color. Definitely the brightest product in the market, you can't miss their apparel or travel duffels and packs on a person or rolling around the turnstile at the airport. They are a walking billboard and good on them for the use of color to stand out.

It's also a strong sign of the deep knowledge they have of their target audience and the younger individual need to stand out and be seen. From sustainability efforts to fashion, Cotopaxi has worked hard to own color and I believe they are succeeding. Having said that, this is where the debate begins of whether we are talking about an outdoor brand or a lifestyle brand. My compromise is to say they are an outdoor lifestyle brand, but traditionally standing out in the outdoors outside of a signal flare and call for help is frowned upon. Does the outdoors need to be loud or individualized? I imagine that is up to each of us individually, but I tend to air on the side of quiet, therapeutic, and its natural beauty is enough.

3. Please stop petting the wildlife.

Over the past few years, outdoor participation has exploded. National and state parks are seeing record-breaking traffic, and while that’s incredible on many levels, it’s also shifting the landscape. Interestingly, while more people are getting outside overall, the “hardcore” segment (those doing 50 or more outdoor activities a year) is actually shrinking. Still, the increased interest in the outdoors is a win. More people in nature means more support for conservation, more funding for parks, and more folks experiencing the kind of mental and emotional reset the outdoors is uniquely equipped to offer. (Seriously, we don’t talk enough about how healing fresh air can be.)

But for all the good, the rise in outdoor activity comes with a side of chaos. The sheer amount of destruction, disregard, and general loss of humanity on display sometimes leaves me speechless. I get it, more people means more need for education and awareness. But things like petting wild animals or carving your initials into a 1,000-year-old tree? That’s not just ignorance. It’s a lack of respect. Occasionally I can laugh at the absurdity of it all. But mostly, I end up thinking: maybe we just don’t deserve nice things.