New research has uncovered a surprising disconnect between millions of British adults and the natural world, with many never having tried quintessential outdoor experiences like wild swimming or watching a sunset.
A Nation Yet to Embrace Nature's Bounty
A comprehensive poll of 2,000 adults across the UK has revealed a significant gap in engagement with nature-based activities. The study highlights that alongside wild swimming and sunset viewing, other common pursuits such as winter camping, sledging in the snow, or skimming stones on a lake remain untried by a large portion of the population.
Winter Hibernation Habits Exposed
The research indicates that a third of adults, approximately 33 per cent, admit to essentially 'hibernating' during the winter months. This seasonal retreat indoors is compounded by findings that 43 per cent believe simply leaving the house in winter requires more effort than it is worth, according to data from OnePoll.com.
Despite this reluctance, the study offers a glimmer of hope: 30 per cent of those who do venture outside during winter report feeling refreshed, while 15 per cent experience increased relaxation. When people brave the cold, they are most likely to opt for a walk around their local neighbourhood or park, with 29 per cent choosing this activity. Exploring local woodlands follows at 18 per cent, and heading to the coast at 10 per cent.
Perfect Winter Weather Preferences
When it comes to ideal winter conditions, 37 per cent of respondents described the 'perfect' scenario as featuring blue skies and a crisp, clear feel. This preference underscores a common aversion to clouds and rain during the colder season, which may contribute to the tendency to stay indoors.
Olympic Inspiration to Reconnect with Nature
The study was commissioned by Corona Cero, the first non-alcoholic beer sponsor of the Olympic Winter Games, as part of its 'Dear Nature' campaign. This initiative, described as a poetic ode to nature, aims to inspire communities to break free from winter routines and reconnect with the outdoors.
In partnership with renowned athletes including skeleton double gold-medallist Lizzy Yarnold, and British Olympians Matt Weston, Billy Major, and Katie Ormerod, the campaign features a video encouraging people to emerge from hibernation. Lizzy Yarnold shared her perspective, stating, "Nature has been by my side throughout my life as an athlete, from when I first stood on a snowy slope as a little girl to standing on top of the Olympic podium. I hope this film acts as inspiration to the whole nation to step outside and embrace nature in the same way that the Team will in Milano-Cortina this winter."
Brand Commitment to Outdoor Living
Jessica McGeorge-Stevens, spokesperson for Corona Cero, emphasised the brand's mission: "As a brand born in nature, Corona exists to remind us our best lives are lived outside, whether that's on the beach or in the mountains, but we are spending more of our time inside than ever before. Through 'Dear Nature,' we are heroing our athletes' unique relationship with the outdoors to inspire the nation to come out of hibernation and celebrate every golden moment regardless of the season."
Top 20 Outdoor Activities Brits Haven't Tried
The research compiled a list of the most commonly untried outdoor activities among UK adults, shedding light on missed opportunities for engagement with nature and adventure.
- Ice baths
- Trail running
- Winter camping
- Skiing or snowboarding
- Outdoor ice skating
- Wild swimming
- Mountain biking
- Kayaking or canoeing
- Pony trekking or horse riding
- Fishing
- Sledging
- Bird watching
- Stargazing
- Al fresco dining
- Hiking
- Skimming stones on a lake
- Running
- Sunset watching
- Visiting a nature reserve
- Dog walking
This list underscores a wide range of activities, from adrenaline-fueled sports like skiing and mountain biking to serene pursuits such as bird watching and stargazing, that remain unexplored by many. The findings highlight a potential area for growth in promoting outdoor engagement, particularly during the winter months when natural beauty can be at its most striking.
