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Ecoteric | Marketing for mission-driven outdoor brands

@ecotericmarketing

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Revenue-driven marketing for outdoor brands 🏔
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Sometimes, the marketing claim that seems completely pointless to you is exactly what someone else needs to hear. I grew up in a celiac-conscious household, so when I first saw broccoli labeled “gluten-free,” I thought it was ridiculous. Broccoli is naturally gluten-free. Why advertise it? But then I saw a knitwear brand claiming “no microplastic shedding,” and it made me reconsider. What seems obvious to one person might address a genuine concern for another. For eco-conscious brands, this is especially important. Your customers might care about things you haven't even considered highlighting. Material composition, manufacturing practices, durability, and what happens to a product at the end of its life can all influence how someone evaluates a purchase. The key is understanding what matters to your customer, then communicating it clearly and backing up what you say, because good marketing helps the right people understand why your product matters. What’s a product claim you've seen that made you think, “Why do they even need to say that?” by @ecotericmarketing
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3 days ago
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I'm currently reading "Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life" by Rory Sutherland, and it has me thinking differently about one of the most basic questions in marketing: "Why do people actually choose to buy something?" It’s easy to focus on the functional reasons. What does the product do? What problem does it solve? Why is it better? But people aren't always making decisions based on logic alone. Sometimes the reason someone chooses a brand has more to do with how they want to feel, what they value, or what that purchase says about them. So I started applying that question to some of the brands I work with. Trailtopia was a fun one to think through. People buy freeze-dried food because it’s lightweight, convenient, easy to prepare, and lets you have a hot meal outside. But why Trailtopia? That second question is where I think the really interesting marketing work begins. I'm going to keep exploring this idea as I work through the book, because I think understanding the difference between why someone needs a product and why they choose a brand is something every marketer should spend more time thinking about. by @ecotericmarketing
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10 days ago
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@Outdoor_Retailer 2026 gave us a lot to look at, but these brands really caught our attention. 🌎 From algae-based materials and recycled fabrics to invasive fish protein and products designed to reduce waste, sustainability showed up in some pretty unexpected ways. What stood out most? There’s no single definition of “sustainable.” The most interesting brands are finding ways to make better choices within their products, manufacturing, materials, packaging, and even the way their customers interact with the outdoors. We rounded up 8 eco-conscious brands we’re excited about, plus what we think each one is doing particularly well. Swipe through for a few of our favorites, then read the full breakdown on the blog. 👉 Link in bio Did we miss a brand doing interesting sustainability work? Tell us who we should be watching in the comments! Featured Brands: @Abodeoutside @oceanfoam @allover.apparel @wildbatchco @escapeclimbing @clean_trek @skygoatusa @storm.creek - #ad #mn #run #outdoorretailer #outdoors @popflyco by @ecotericmarketing
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13 days ago
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Going viral is cool. Going viral and having people immediately understand why they should follow you? Even better. If your content feels like a bunch of disconnected posts, let's fix that. Because trying to go viral isn't an entire marketing strategy. The goal is to create a body of content that works together to show people what you do, what you know, what you believe, and why they should care. That way, when one post does take off, people land on your profile and immediately think: "Ohhh. I get it. I want more of this." That's the difference between getting a bunch of views and actually building an audience. And honestly, that's the kind of content strategy I want to help more brands build. If your content feels disconnected or you're not sure what your posts are building toward, send me a message. by @ecotericmarketing
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25 days ago
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I had the pleasure of chatting with Craig Obrist in an episode of Beyond the Trailhead. In the episode, we dive into: • Why social media alone usually isn’t enough • How small brands can stop winging their marketing • Why strategy matters before running ads • The importance of email marketing and customer journeys • Why founders need to show their face more online • How behind-the-scenes content builds trust • Why polished content is not always what performs best • The biggest mistakes small brands make with marketing • Why execution matters more than another unused Google Doc • How outdoor brands can show up consistently without losing authenticity This episode is a great one for any small brand, creator, founder, or outdoor business trying to figure out how to grow online without feeling overwhelmed. Look up Beyond the Trailhead Podcast wherever you listen to podcasts! by @ecotericmarketing
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4 months ago
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Episode 34 is out! Link in bio! Talking with Bekah Whiney with @ecotericmarketing about the in’s and out’s of marketing for brands through all channels. From traditional marketing to making your brand feel relatable on social channels. You don’t want to miss this! #beyondthetrailheadpodcast #outdoorbrand #brandingtips by @ecotericmarketing
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4 months ago
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Does anyone else confuse growth in their business as a personal failure? In February, I was feeling on top of my game. I was completing my clients' work early, reaching out to companies that I'd love to collaborate with, and networking with colleagues across the outdoor industry. Fast forward to June, I'm helping two new companies with their marketing, social, and ads strategies, while still creating consistent content for the clients who have been with me for years, and all of a sudden I can't find the time and motivation to do all the things I was doing before. Naturally, I internalized it as a personal failure (IFKYK) and after feeling crappy about myself for a few days, I realized my first thought wasn't, "My business is growing, YAY!" It was, "What's wrong with me?" After sitting with that for a little bit, I realized this is what growth feels like. It's uncomfortable because I haven't had to learn how to do this before. Plus, so many of the sales tactics I see these days are "tell them that you have the solution that will solve all their problems," so when I feel bad, my brain immediately wonders how I can buy the fix to this problem. And while there are people who can help us solve specific problems, I worry that the messaging makes it easy to believe that every challenge needs to be fixed. Maybe the reason things feel hard isn't because we're failing, but because we are being asked to operate at a level we've never had to before. So if your brain works like mine and interprets "I don't know how to do this yet" as "there must be something wrong with me"... First, know you're not alone, and second, ask yourself: and second, ask yourself: Are you failing? Or are you simply growing into something you've never had to do before? - 👋 Hi! I'm Bekah. I work with outdoor brands that would rather be designing gear, guiding trips, or building community than worrying about what to post on Instagram. Because growing a business is hard enough without also trying to become a full-time marketer. If you're building something in the outdoor industry and need a marketing partner who meets you where you're at, I'd love to connect. by @ecotericmarketing
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4 months ago
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Earlier this month, I had the opportunity to create this carousel for @TheConservationFund which pushed me to slow down and understand the depth of the work they’re doing. Each slide represents a small piece of a much bigger impact. Protecting land, supporting local communities, and creating solutions that actually last. It’s one thing to hear about conservation, and another to see how it all comes together behind the scenes. Projects like this remind me why I love what I do. Helping mission-driven organizations tell their story in a way that connects, educates, and inspires. Grateful to be part of it 🌿 by @ecotericmarketing
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6 months ago
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Most outdoor brands miss the moment to connect with their audiences through cultural trends that are happening right now. That’s where trends come in. When used intentionally, trends can help outdoor brands: • Reach new audiences through the algorithm • Show personality beyond product photos • Feel more human and relatable • Turn casual viewers into followers I pull together 5 trends outdoor brands can try this week that still feel authentic to the outdoor space. Want to learn more about how to use these exact trends to boost your engagement? Follow me and comment "TRENDS" and DM you the guide. by @ecotericmarketing
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6 months ago
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Earlier this month, I had the privilege of creating this short video for @TheConservationFund Getting a behind-the-scenes look at their work was honestly inspiring. They’re not just talking about conservation, they’re actively protecting land, supporting communities, and finding real, tangible solutions that make a long-term impact. As someone who cares deeply about the outdoors, it meant a lot to help tell a story that actually matters. This is the kind of work I love being part of. Purpose-driven, grounded, and making a difference. Grateful for the opportunity and excited to keep creating for organizations doing meaningful work 🌿 by @ecotericmarketing
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6 months ago
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Most brands focus on visuals, but if the hook doesn’t stop someone from scrolling, the rest of the post doesn’t matter. A good hook should trigger curiosity or recognition. Something that makes someone think: • That’s me • I want that • I need to know more The goal is to create curiosity because, without it, no one will keep reading. Make sure to save this post and follow @ecotericmarketing for more social tips! by @ecotericmarketing
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7 months ago
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Listen, crazier things have happened. by @ecotericmarketing
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7 months ago
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