People new to the outdoors no longer go for the individual pursuit of the extreme, highly challenging goal. Instead of training to climb a mountain, they are attracted by other messages and stories, that suit their lifestyle while joining a group of peers for mutual motivation, social contact and friendship. NORR & InSites Consulting explore what is behind this new focus, and highlight a series of inspiring examples on how to encourage new people to step outside. Watch the video interview with Gabriel Arthur (Editorial Director, NORR Agency).
Interview: Andrea Bianchi
Shooting & Video editing: Andrea Monticelli.