EP 532 Navigating Change: Outdoor Media Evolution and Green Product Legislation with Scott Kaier

Scott Kaier makes his second appearance on the show today. You can his first vist way back on episode 232 in August 2020. As President of Formidable Media, Scott helps a select group of clients build their brands globally through tailored marketing services—public relations, custom content, paid media, and social support. As Senior VP at Green Threads DPP, Scott also leads efforts around the EU's upcoming Digital Product Passport (DPP) legislation, guiding companies through compliance and integration. His specialties include textiles, sustainable materials, performance fabrics, and the outdoor industry.

Show Notes

You ever have that moment where you realize you've been playing the game backwards?

That was me, mid-career, sitting in a glossy outdoor brand office with beautiful gear… that nobody wanted to write about.

What Happened:

I didn't come from some Madison Avenue ad agency. I started in bike shops — greasy hands, mismatched gear, and an obsession with adventure. I wasn't chasing media hits, I just wanted to be around people who got it.

Fast forward a few years, I'm deep into PR for top-tier outdoor brands, working with media, crafting stories, and yet… I'd see some products completely flop in the press while others (less exciting, in my opinion) stole the spotlight.

At first, I took it personally. Like, why aren't they seeing the story here?

But here's what I learned: the best stories aren't the ones brands tell about themselves — they're the ones that resonate.

Principle:

Outdoor brands often fall in love with their products, not their audience.

They get caught up in their idea of what's newsworthy, forgetting that real stories aren't about features — they're about connection. And connection comes from authenticity, timing, and meeting people where they are.

Transition:

Most outdoor brands are struggling not because they don't have great gear, but because they're telling stories no one is listening to.

The market has changed. What worked in the golden age of trade shows and glossy magazine spreads doesn't fly in today's fragmented media world. And while your product might be sustainable, your message might not be.

That's why this week's podcast episode is such a wake-up call for brand leaders trying to stay relevant. Scott Kaier dives deep into what the outdoor industry gets wrong (and right) about media, storytelling, and brand strategy — and what's coming next with EU digital product passports and sustainability compliance.

Call to Action:

Still wondering why your product isn't getting the attention it deserves? That's the pain.
Getting ghosted by media, confused by content trends, feeling like your message gets lost? That's the agitation.
Scott's been on both sides — agency and in-house — and he shares the mindset shift that changes everything. That's the solution.

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