Adventure creates unique personalities, genuinely inspirational individuals who push the boundaries of our understanding of what it means to be human.
By its very nature, adventure involves risk. Risk creates moments of anxiety and fear, as well as moments of intense beauty and joy. It creates rich stories of adversity, friendship and self-discovery. Moments that sum up what’s important in life.
Take the Walking With The Wounded servicemen and women who, as I write, are racing towards the South Pole with Prince Harry.
It’s not just the physical adventure that inspires, but the difficult personal journeys that every man and woman on that trip has made in order to line up on the start line, let alone complete the challenge that lies ahead. Their display of courage makes us all stop and think about how we can better ourselves.
It’s genuine and heartfelt, and it’s why Walking With The Wounded has attracted brands such as Virgin Money, Glenfiddich, Arquiva, Noom and Helly Hansen to lend their support. All are closely involved, activating their support in a wide range of innovative ways.
Adventure, however, doesn't have to mean going to the South Pole or climbing Everest. It can be enjoyed by anyone. Adventure is about challenging oneself, finding ways to step outside of your comfort zone.
When brands think adventure, they often think of Fiennes, Grylls or Haddow, but there's a new wave of adventurers taking things a step further. Adventurers like Kenton Cool, Inge Solheim, Alastair Humphreys, Sean Conway and Parker Liautaud.
Kenton Cool was the first person to use Twitter on the summit of Everest – he’s climbed Everest 11 times; Alastair Humphreys famously walked a lap of the M25 as part of his Microadventure initiative; Sean Conway has just become the first person to swim the length of the UK, and Parker Liautaud is using adventure to generate a global debate on climate change.
Interestingly, all these modern expeditions are incorporating new technology – new kinds of clothing, gear and communications kit – to tell their stories very differently. All are inspiring highly engaged on- and offline communities to grow around them. They are ambassadors for major brands, yet they still keep their adventures genuine and tell their stories in a very real and personal way.
Importantly, they are inspiring others to follow in their footsteps. Adventure is growing in popularity and it’s the younger generation, the Millenials, that are latching on to it. There are still so many roads to explore that adventure is providing people, who want to step out of the mainstream, with a route to do so.
With the Willis Resilience Expedition, 19-year-old Parker Liautaud is seeking to influence global climate change policy. He has even secured the support of the UN Foundation and Al Gore to support his cause. Every weekday, he will be broadcasting his progress in Antarctica live on a specially commissioned expedition channel which will also host debates on key topics with academics, industry experts and members of government.
He is a Millenial who is leading the debate for his generation.
Others are going on their own adventures, stimulated by a calling, cause or lifestyle change. They are shooting their own high-quality films with versatile HD cameras and sharing their experiences with others. It’s a community – a movement that’s grown from grassroots.
In adventure, brands are always welcomed – echoing the days of Scott and Shackleton – but they need to ensure they meet the broad values the community promotes. Adventurers are global citizens, social change-makers and supporters of a wide variety of causes, from sustainability to social equality and welfare.
Calculated risks are also needed to see the best return. Adventures that are collectively admired and respected are often those that are the most challenging or innovative. Brands also have to be prepared for the ultimate objective to succeed or fail. The value in the story is in the journey itself.
Adventures create brand legacies that inspire customers now and for years to come. They also create brand ambassadors with the power to truly inspire. Next time your brand is looking for inspiration, you should take a closer look at adventure.
Marcus Chidgey is managing director of Captive Minds