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Beyond Pink: How Outdoor Brands Are Evolving Their Approach to Marketing to Women

June 2, 2025

A Conversation with Missy Farren, Managing Partner of Consumer Lifestyle & Sports at FINN Partners

Missy Farren brings decades of expertise in consumer lifestyle and sports marketing to her role as Managing Partner at FINN Partners. In particular, she has led major campaigns to grow outdoor brands, and she offers unique insights into how brands are evolving their approach to women’s gear and adopting a more inclusive marketing strategy. I sat down with Missy to discuss the transformation of female- and inclusivity- focused outdoor brands and what it means for the industry’s future.

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According to a report by GMI Insights, the global women outdoor apparel market, valued at USD 12 billion in 2023, is set to grow at a CAGR of 6.6% from 2024 to 2032. How much of this growth stems from changes in how those brands are communicating with their audiences versus actual product improvements?

It has to be both. You can’t just change messaging while offering gear that doesn’t actually work for women. The most successful brands start with product development that’s informed by real women’s experiences and needs, which naturally creates a foundation for authentic communication.

What we’re seeing with the brands experiencing the strongest growth is a commitment to long-term, integrated approaches. They feature real athletes and diverse body types. It’s practical performance gear that’s designed specifically for women’s bodies and needs. This authentic representation resonates far more deeply than aspirational imagery or short-term campaigns that merely check the “we’re marketing to women” box.

When brands genuinely listen to women’s voices throughout the development process, from initial concept through design, testing and marketing, it pulls that authenticity through from beginning to end. This comprehensive approach builds consumer loyalty and long-term relationships that drive brand growth, and establishes an inclusive marketing strategy.

We’ve all heard about the notorious “shrink it and pink it” approach. How have you seen brands evolve beyond this limited perspective?

Unfortunately, we still see examples of this approach. The brands that are truly moving beyond this understand that women aren’t just “small men” with different color preferences. They’re investing in research and gathering real insights to create products and build narratives that reflect women’s actual needs and experiences.

The disruptor brands leading this evolution typically have women in key leadership positions. They understand that authenticity starts from within. It can’t just be a marketing campaign on top of a traditional product and corporate structure.

Which brands stand out for their communication with women?

Outdoor Voices was an early adopter in revolutionizing how we think about outdoor activity, making it more accessible and joyful. Plus, several emerging brands are disrupting the market in impressive ways like Halfdays and Wild Rye have created technical gear that performs at the highest level. They’re celebrating women’s aesthetic preferences without compromising function.

Hikerkind and SENIQ are breaking new ground with genuinely inclusive approaches built into their DNA. I’m also excited about established brands making meaningful changes. Kodiak, for example, was just recognized on Utah’s list of “100 Companies Championing Women.” These companies demonstrate that commitment to inclusivity isn’t just about marketing; it’s about organizational values that permeate every aspect of the business.

You mentioned these women-focused brands often embrace broader inclusivity. How does that manifest?

It’s fascinating how brands with women in leadership positions and those focused on serving women tend to naturally extend their inclusive approach across multiple dimensions. They’re typically more concerned with sustainability and environmental issues, not as marketing talking points but as core values “baked in” to their business models.

We’ve seen how quickly companies without authentic commitment can retreat from inclusion initiatives when faced with backlash. During recent attacks on inclusivity programs, organizations that weren’t genuinely committed were quick to abandon their efforts, while those with authentic values stood firm.

It comes down to this question: Is inclusivity at the center of the organization’s soul, its DNA, or is it just a strategy to please customers that can be discarded when it’s no longer popular? The brands that are truly succeeding understand that authentic values aren’t negotiable; they’re fundamental to who they are and how they operate.

Has improved communication actually led to better product design for women, or is it the other way around?

It’s both. Better communication opened channels for honest feedback, which informed better product design, which then gave brands authentic stories to share. It created a positive feedback loop.

The most successful brands start with real insights from women, incorporating diverse voices from the very beginning of product development. This approach naturally leads to better products and more authentic communication about those products.

What’s clear is that you can’t have one without the other. A great product with tone-deaf marketing will fail. Brand messaging that doesn’t deliver on its promises will fail. The brands seeing the most growth have invested in getting both parts right.

Beyond marketing imagery, how is the language changing in how brands communicate with women and broader audiences about technical outdoor gear?

We’ve moved away from “dumbing down” technical requirements or assuming women care more about aesthetics than performance. Contemporary messaging accepts that women are serious athletes and outdoor enthusiasts who demand high-performance gear. 

The most effective communication approaches are empowering and community-focused, treating women as core participants in outdoor activities rather than occasional visitors. This shift in mindset has led to more technical, performance-oriented language that respects women’s expertise and experience. The female customer should not be treated as a “niche market.” 

At the same time, there’s a greater emphasis on functionality rather than just aspirational imagery. Women want to see how products will perform in real-world conditions, and the most successful brands are showing authentic use cases rather than just idealized scenarios.

How does female-focused communication intersect with other industry trends like sustainability and the experience economy?

These trends are extremely interconnected. Women-led and inclusivity-focused brands naturally tend toward a more holistic approach when it comes to environmental concerns or community building. Social media has been a powerful catalyst for this evolution. It has created spaces for underrepresented voices to share their experiences, and they hold brands accountable for inauthentic efforts. Consumers quickly identify and call out marketing that doesn’t align with a brand’s actual practices, or products that don’t meet expectations.

The outdoor industry is seeing significant crossover between women’s participation and sustainability initiatives. Women are often driving conversations around environmental responsibility, and brands that are successfully marketing to women recognize that these aren’t separate initiatives.

You’re attending the Switchback Conference and Outside Summit soon. What trends are you expecting to see this year regarding inclusive communication?

These industry gatherings are so valuable for taking the pulse of where outdoor brands are heading. At Switchback and Outside, our team is particularly interested in seeing how established brands are responding to the disruptors we’ve discussed, and whether the current “disruptive” climate is having an impact.

Last year, our team led a panel at the Outside Business Summit, and the conversation around authentic inclusion was already gaining significant momentum. This year, I expect to see even more focus on how brands are pushing inclusivity into their organizations rather than treating it as a marketing initiative.

I’m also looking forward to connecting with industry professionals across product development, communications, and leadership roles to understand how these conversations are evolving. There’s always a gap between aspiration and implementation, and these events provide a window into how the industry is navigating that.

What communication barriers still exist for true inclusivity in outdoor marketing?

There’s been tremendous progress, but many barriers remain. Some brands still approach inclusive marketing strategy as a marketing tactic rather than a fundamental business strategy. That creates disconnects between messaging and actual experience, and this surface-level approach is immediately apparent to consumers.

Another persistent challenge is the tendency to treat inclusion as a temporary initiative rather than an ongoing commitment. Truly inclusive brands understand that this work is never done. It requires constant listening and evolution.

For established brands with traditional customer bases, there can sometimes be anxiety about alienating existing customers by embracing more inclusive messaging. What these brands don’t see is that authentic inclusion doesn’t exclude anyone. It simply creates more entry points for people to connect with outdoor experiences and products.

What’s your advice for brands looking to better communicate with women and diverse consumers?

Start by examining your organization’s structure and values. Authentic communication flows naturally from companies with diverse leadership and inclusive practices. If your executive team and decision-makers don’t reflect the audience you’re trying to reach, that’s the first gap to address.

Invest in research and continuous feedback. Don’t assume you know what women or any other group wants; when marketing to women, brands should create genuine opportunities to listen and learn from a wide variety of perspectives throughout your product development and marketing processes.

Look to the disruptor brands. Companies like Wild Rye, Outdoor Voices and SENIQ are pioneering innovative approaches that larger brands can learn from. These smaller companies often have inclusivity built into their founding principles rather than added as an afterthought.

Finally, recognize that an authentic inclusive marketing strategy requires commitment at every level of your company. It’s not just about product design or marketing imagery or language. It’s also not only about organizational culture, hiring practices or leadership. It’s about all of those things aligned around genuine inclusion. Effective communication naturally follows.

Missy Farren is Managing Partner of Consumer Lifestyle & Sports at FINN Partners. With expertise spanning consumer products, travel, wellness, sports, and active outdoor brands, Farren has been a pioneering voice in evolving how brands communicate authentically with a variety of audiences.