Research released by Helly Hansen 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 on the water.
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.
Professional offshore sailor and Helly Hansen ambassador, Pip Hare, reflects on the importance of shared experiences alongside her award and accolades, “The most memorable moments of my career haven’t only been onboard on my own – even in solo sailing, the experiences that stick with me most are the ones I’ve shared – whether that’s with my shore crew, other competitors or people I’ve met along the way!
“The ocean has a unique way of forging connections, and when you face it together, even in spirit, it strengthens you. I might be at the helm, but my dedicated team ensure we divide and conquer every challenge we set for ourselves. From crossing oceans to some of my greatest achievements – many of these moments were made all the more special in sharing the experience.”
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 and physical activities.
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, and with over two thirds of Brits claiming they prefer shared experiences, we know connection is undoubtably key to getting on the water. This season, we’re excited to continue inspiring people to share experiences and take on challenges together. With the expertise and guidance of our professionals, we regularly witness the power of shared experiences in nature, whether it’s sailing alongside, a team competition or being on the water with your family – having someone beside you brings a deeper sense of achievement, connection and resilience.”
Inspiration to take part in sailing 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.”
At Helly Hansen shared experiences and collaboration are at the heart of the brand’s mission, from developing kit with insight from professional sailing experts and athletes to partnering with organisations who make the outdoors more accessible and inclusive.
For more information about Helly Hansen, please visit www.hellyhansen.com/en_gb.
