States’ license data, tracked through the license sales dashboard, shows hunting and fishing license sales only achieved a net 1% increase from 2016 through 2021. License sales fell for all age groups except for 35-44-year-olds, whose license purchases grew 9%. With few R3 efforts systematically targeting this age, Southwick Associates and D.J. Case and Associates worked with Backcountry Hunters and Anglers (BHA) under a Multi-State Conservation Grant to learn how states can further boost participation among 35-44 year olds.

Using interviews and surveys supported by license data from 22 states, a few of the top-level results include: 

• The 35-44 year old class of anglers and hunters are critical as they purchase a larger share of hunting and fishing licenses than any other age class.

• Their top reason to take up fishing and hunting is “I fished/hunted a little when younger and wanted to pick it back up,” which is the same top reason for new anglers and hunters of other ages. However, “I wanted to introduce my child to fishing/hunting” is generally unique to the age class, which includes most U.S. parents. Their top hunting and fishing partners are their under 18-year-old children.  

• Taking their children fishing and hunting could be considered the primary motivation R3 professionals have to recruit new millennial license buyers, which also introduces their kids as new or soon-to-be license buyers. 

• The locavore concept remains a top reason to help recruit new millennial hunters.  

• Youth recruitment programs need to focus on young participants.

• For millennials, fishing and hunting often take a back seat to other recreational activities. R3 efforts must constantly remind people to fish and hunt before other activities capture their time. 

• Compared to those 35+ years of age, younger people (25-34 years) were more likely to agree that being outdoors helps balance a life dominated by electronics screens.  

Download the full report for greater details on these and many other points, plus recommendations about how to best reach and engage more hunters and anglers within the 35-44 age range.