Here’s the lead to an online article from Outside June 2015,

Gear companies know how to make packs lighter, jackets more waterproof, and skis burlier. The only problem: young people couldn’t care less.

That sets the stage for the article, but here’s our favorite part,

The great challenge—and great irony—outdoor brands face is that they’ve spent so many years competing with each other to develop technically superior products that they’ve forgotten how to talk to new audiences.