Forest Bathers are Redefining Hiking “This is not an endurance hike. Rest when necessary and find a spot where it is pleasant to sit and read for a while or simply look out into the trees. It is OK to bring water or green tea. It is also recommended that, if possible, a forest bath is followed up with a hot spring bath.”—Brain Wu, LA Times

Forest bathing, or shinrin-yoku meaning to literally “take in the foest”or “forest bathe”, is a wellness movement using the outdoors as a catalyst to achieving a healthy life. While growing in the US, it is well established in Japan—so much so that the Japanese government, Forest Agency of Japan and Japanese Society of Forest Medicine have endorsed the active meditative practice as a way to elevate quality of life.

CONVERSATION OVERVIEW As U.S. forest bathing continues to gain traction, the online conversation is increasing with over 32 thousand mentions and 700 million impressions over the last two years, with spikes in the summer months. Positive sentiment around forest bathing on social media is unmistakable with 96% of the conversation showing favoritism for the active meditative practice. The slow and contemplative nature of the forest bathing is the primary reason for participation. Online contributors view getting outdoors to forest bathe as a way to literally slowdown—it is recommended that a forest bather goes no farther than three miles in four hours.

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A NATIONAL MOVEMENTDescribed online as a naturopathic alternative to address depression and anxiety, forest bathing is leading a new subculture that’s driving more people outdoors. As expressed through social media conversations, those who are attracted to forest bathing aren’t hitting the trails for the same reasons as the traditional hiker. These forest bathing hikers are more interested in the experience of peace and calm that being in the woods provides rather than the mileage or summits they have under their belts.

SELF-MEDICATING WITH FOREST BATHING California (18%) and New York (10%) have the majority of the conversation happening within their borders.

The rest of the U.S. is no forest bathing slouch though. Because forest bathing is an inexpensive practice that can be done anywhere by anyone so long as they have access to a path that runs through a swath of nature, the mindful practice has broad geographic reach and adoption. The online conversation across all states centers around the mental benefits of the low key outdoor experience.

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“Perfection in nature. I love it Shinrin-yoku”

“New trend of ‘forest bathing’ shows health bene�ts of nature. It seems like these days people are becoming more and more disconnected with nature.”

“Why a walk in #CentralPark might be just what the Dr ordered!”

“Even something as simple as taking a leisurely hike through the woods can turn around a bad mood. If that sounds a bit “woo woo” for your tastes, withhold that judgment for a minute because there’s science to back it up!”

WHAT DOES THIS MEAN FOR YOU?Health, relaxation and reflection focused outdoor activities like forest bathing, speak strongly to an opportunity segment of the U.S. outdoor consumers known as The Athleisurst. This consumer group represents 20% of the outdoor population and 12% of the spending power. They need your gear to comfortably enjoy their physically and mentally rejuvenating outdoor experiences.

With 13% of Athleisurists feeling that outdoor companies don’t speak to them, promoting activities like forest bathing is your proverbial in with The Athleisurist Crowd. For them, the outdoors is about connecting with nature, finding “center” and enjoyment - intensity of the activity is not top of mind. Use these motivators and inspiring imagery to get this segment excited about your gear that will support their desire for comfort as they soak up the natural landscape.

To learn more about how you can better target this segment, download The Athleisurist Segment Report and Activation Guide .

MORE FROM THE CONSUMER

“Yes, these past two days have been a breath of fresh air-literally and guratively. I'm grateful for the opportunity to immerse myself in nature.”

“Forest bathing=good life.”

“Day 9/2016 #365ofnature Mist on Little Rouge Creek. Woodland Trail. #shinrinyoku ”

“Oooh, forest bathing sounds like great fun! Thank for linking.”

Looking for more social media insight? VIEW ALL Social Buzz reports.