Helly Hansen’s research shows two-thirds of Brits prefer not to go it alone – with 63% of the public citing ‘shared experiences’ as the best part of being outside and active
Research released today by Helly Hansen, the technical outdoor brand trusted by professionals around the world, reveals that for the majority of Brits, adventure is better when shared.
The findings show 67% of the British public prefer to share their favourite activities with at least one other person – whether it’s a partner/family (42%), friend/s (33%), child(ren) (28%) or in a group (27%) – highlighting the powerful role that shared experiences play in getting people moving and motivated to get outdoors.
Opting for company over solitude, the top reason for Brits was simple: to share the experience (63%). Other top motivations include companionship (57%) and common interests (53%).
Digging deeper, the benefits of sharing their favourite activities go beyond just joint enjoyment for Brits. Nearly half (47%) of people say support and camaraderie are key benefits of doing things with others, while over a third (34%) report improved mental health – peaking at 42% for 25-34 year olds – and 28% say it helps them build confidence. Safety is another key factor, with 27% feeling safer when they’re not alone.
Ben Dyson, Assynt Mountain Rescue Team Leader, comments, “The outdoors is often portrayed as a place for solitary reflection – however our team experiences just how much people rely on each other for support, motivation and safety, every day. Whether it’s a group hike or navigating tough terrain, shared knowledge and camaraderie are powerful tools that bring people together and keep them safe on the mountains.
“We know from experience that the outdoors is more enjoyable when shared and is often safer too. It’s exciting to share photos and updates about your hike with friends and family, and sharing your route or plan for getting outdoors with someone else enhances safety and searchability in the great outdoors, if an emergency occurs.”
When asked who they most like to do their favourite activities with, 35% of Brits said they prefer time with one other, while 29% enjoy activities in small groups (2–5 people). Just 14% prefer to do things alone, showing that human connection continues to drive participation and enjoyment of outdoor pursuits such as sports, physical activities and hiking.
At Helly Hansen – the brand behind the new market research – shared experiences and collaboration are at the heart of the brand’s mission, from developing kit with insight from professional outdoor experts and athletes to partnering with organisations who make the outdoors more accessible and inclusive.
Emma Russell, Marketing Manager for Helly Hansen in the UK and Ireland, comments on the findings, “Our mission is to help people stay and feel alive, in the great outdoors. With over two thirds of Brits claiming they prefer shared experiences, we know connection is undoubtedly key to getting outdoors. Through our annual Open Mountain Month, we actively encourage and inspire people to get outside, sharing experiences and taking on challenges together. And, with the expertise and guidance of our professionals, we regularly witness the power of shared experiences in nature, whether it’s hiking with a friend or exploring with your family – having someone beside you brings a deeper sense of achievement, connection and resilience.”
Inspiration to take part in activities is often fostered close to home, with 42% saying they’re most inspired by their partner or family to do their favourite activities, while 33% are encouraged by friends. 40% of respondents say they try something new because they want to learn, while 39% do so to improve their wellbeing and 32% to get fitter.
Dr Abi Tarran-Jones, Clinical Psychologist and Founder of The Outdoor Psychologist Ltd, a specialist in Nature-Based Outdoor Therapy adds her professional insight, “The recent survey by Helly Hansen illuminates a fundamental aspect of human well-being: our deep-seated preference for shared experiences, particularly when engaging in recreational activities. These findings underscore how profoundly our well-being is intertwined with both social connection and the natural world. Indeed, our fundamental ‘need to belong’ is a cornerstone of human motivation, driving much of our desire for connection – a drive profoundly amplified by nature’s inherent restorative power.
“The data shows that a significant 67% of the British public prefer to engage in their favourite activities with at least one other person, highlighting that connection is at the heart of our leisure pursuits. Sharing these experiences goes beyond mere presence, it’s about the co-creation of memories and shared meaning, and the amplification of positive emotions. This preference often manifests within our closest relationships – such as partners and children, and in broader groups, with people actively seeking to connect in outdoor environments.”
Helly Hansen is once again celebrating Open Mountain Month throughout June 2025. Building on its success over the last two Summer seasons, Helly Hansen continues to inspire and enable people to get outdoors and share the mountain – this time encouraging them to do so alongside their family, friends and local communities. By connecting individuals from all backgrounds with seasoned mountain professionals worldwide through guided hikes and educational resources, Open Mountain Month 2025 hopes to inspire the public to safely experience the power of nature, together.
For more information about Helly Hansen, visit www.hellyhansen.com/en_gb.
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