In this episode of Connecting with Conservation, we sit down with Matt Whitman, Vice President of Marketing for American Outdoor Products, to explore how outdoor brands connect with today’s consumers—and what that means for the future of conservation. Matt shares insight from years of experience leading marketing strategy for well-known outdoor gear and apparel companies, and how those brands position themselves in a crowded marketplace. We discuss the importance of authenticity in outdoor messaging, how companies navigate trends like sustainability and access, and why brand loyalty often stems from more than just product quality. From freeze-dried meals to lifestyle branding, Matt offers a behind-the-scenes look at how outdoor products are marketed—and how that marketing can support broader conservation goals.