REPORT
23 Aug 2022
Why are young Americans taking up birding?

The birdwatching boom that started during pandemic lockdowns simultaneously indicates a novel, deeply wholesome cultural mood and an emerging signifier of what’s ‘cool’ among American Gen Zers and Gen Yers. How can brands tap into people's newfound appreciation for nature and the outdoors?

Faith Robinson is a writer, executive strategist, and consultant with almost a decade of experience working in the creative industries. Following an art history BA and an MA in ecology, economics, and policy, she creates world-class programmes asking social and environmental questions across the fashion industry, focusing on sustainability narratives and cultural pioneers. With experience in both the public and private sectors, Robinson's mission is ethical engagement, and her practice is rooted in contextual research. Faith has worked with brands like Nike, H&M, Kering, and more, plus a global roster of activists, eco-influencers, and NGOs.

Robin Catalano is a creative storyteller, travel editor, and contributor to National Geographic who writes about nature pursuits, sustainable tourism, and cultural trends.

Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.