Hunting and outdoor: using synergies and overcoming prejudices - A conversation with Christine Fischer

Next week, the Sports Retail Congress, a leading event for specialist retailers and experts in the sports and outdoor industry, will take place in Munich. In cooperation with the trade magazine SAZ Sport, IWA OutdoorClassics is supporting this congress and also providing added value in terms of content this year. A special highlight of the congress is a presentation on the topic of hunting, which will highlight the many parallels between the hunting and outdoor industries. Both sectors share common target groups and are committed to the preservation and enjoyable use of nature. Despite these similarities, some outdoor brands are still reluctant to associate themselves with the hunting sector for fear of a negative impact on their image. However, there is a growing interest in hunting, especially among young women and a new generation of hunters. In a panel discussion at SPOKO, experts from the IWA, including Christine Fischer, will talk about the image change in the hunting industry and the potential for cooperation with the outdoor sector.

Christine Fischer, a renowned expert in the field of hunting, will share her valuable insights. Her core topics include hunting and the public, hunting in social media, intergenerational knowledge transfer, sustainable use of nature and animal ethical hunting as well as the transformation and innovation of hunting organizational structures. In preparation for the panel, we are already addressing some exciting questions.

1. Ms. Fischer, how can outdoor brands use the growing interest - including that of young women - in hunting to expand and diversify their own target groups?

First of all, the hunting and outdoor industries are natural partners. All interest groups that use or influence wild animals and their habitats - whether directly or indirectly - are connected to hunting in many ways and therefore have a shared responsibility. This includes our contribution to the preservation of intact ecosystems, the protection of nature and the respectful, ethical treatment of wildlife. For this reason, both sectors should be viewed as an economic unit.

The growing influence of women hunters in recent years is particularly noteworthy. They have long been shaping and shaping the image of modern and sustainable hunting and are making a decisive contribution to modernizing the image of hunting. They are breaking down old clichés and making it easier for non-hunting people to enter into a constructive debate about the social significance of hunting. Women often pay more attention to ethical and sustainable consumption and also hunt because they want to produce healthy, high-quality, regional food. This aspect could be particularly attractive for outdoor brands that are committed to protecting ecosystems and sustainability as part of their corporate social responsibility. It provides an ideal basis for collaborations that combine both ecological and economic goals.

2. What concrete measures and communication strategies are needed within the hunting industry to sustainably improve its image in society at large and reduce prejudices?

The focus should be on content that is widely accepted and supported by society. Today, hunting is more than just a hobby - it is an important service to nature and society, combined with a variety of interdisciplinary and multidimensional tasks. The days when hunting was seen purely as a leisure activity are a thing of the past. Today, it is part of modern wildlife management, which faces complex economic, ecological and socio-cultural challenges. Hunters play a key role in this, especially when it comes to preventing and resolving conflicts between humans and wild animals. We are actively committed to the conservation of wildlife populations and their welfare. It is therefore of great importance that the hunting community reaches a clear consensus on how it presents itself to the outside world - consistently and cross-media.

It is particularly important to me to point out that images of hunted animals on social networks should be largely avoided. Such images are systematically perceived negatively by people outside the hunting community and interpreted as a symbol of domination. They reinforce a stereotypical and distorted image of hunting and distract from its responsible tasks. They also unnecessarily emotionalize the public debate.

3. What innovative potential between the hunting and outdoor industries do you see as particularly promising for promoting shared values such as sustainability and nature conservation?

A key issue here is certainly the joint effort in the area of environmental education. Joint education and awareness-raising campaigns could raise awareness of the importance of wildlife and nature conservation. Joint nature conservation initiatives and partnerships, e.g. for the restoration of wildlife habitats and the conservation of species, could link both sectors. Hunting associations and outdoor brands could support conservation projects, for example by providing equipment or financial support for protected areas. The development of joint apps that help hunters and outdoor enthusiasts to make sustainable decisions is another promising potential. Such tools could, for example, help to increase consideration for the needs of wildlife, plan hiking routes or mountain bike trails in an appropriate manner or minimize the undesirable effects of outdoor activities on nature. I could also imagine the introduction of circular economy models in which used hunting and outdoor equipment is repaired, recycled or reused in sharing platforms. This would not only conserve resources, but also contribute to a more sustainable use of products.

4. What steps are necessary to successfully connect the sports retail and hunting sectors?

It takes courage and the will for continuous renewal as well as an open, interdisciplinary exchange. Existing prejudices should be actively broken down through dialog, as there are definitely overlaps in terms of content between the players. These need to be used in a targeted, creative and constructive way. Our common focus should be on a clear value orientation - particularly with regard to sustainability, nature and species conservation and our role in integrative wildlife management. This shared responsibility gives rise to joint potential, tasks and goals.

Authentic action that is in line with our own values and those of society is crucial for successful cooperation. The clear and transparent communication of these values and content is central to successfully taking the target groups addressed along this path and ensuring long-term acceptance and support.

The panel will take place on Wednesday, October 23 as part of the Sports Retail Congress in Munich.