Sea Tow Foundation Report Shows Better Ways to Promote Boating Safety

The Sea Tow Foundation^™, a national non-profit dedicated to reducing boating-related accidents and fatalities, has released the final report from a landmark research initiative exploring how for-profit and non-profit stakeholders in the marine industry can collaborate to better promote boating safety.

Titled Bridging the Boating Safety Gap Between the Non-Profit and For-Profit Boating Industry, the study was grant-funded by the Sport Fish Restoration and Boating Trust Fund, administered by the United States Coast Guard. The goal of the research was to understand the interest of boat manufacturers, dealers, and accessory brands in promoting boating safety. The Sea Tow Foundation contracted Empire Insights & Strategy, a New York-based market research firm, to conduct in-depth interviews with senior executives from a cross-section of industry leaders.

Key takeaways from the report include:

• Safety is a shared industry responsibility: Brands and non-profits must unite around a coordinated approach.
• Confusion around boating safety laws: Inconsistent regulations limit clear messaging across markets, especially with laws differing from state to state.
• Desire for turnkey, branded materials: Businesses want plug-and-play content that aligns with their brand’s tone and voice.
• Business case for safety:Companies are far more likely to engage in safety promotion when it can be tied to increased customer loyalty and reduced risk providing a return on investment.

Each interview discussed the challenges brands face surrounding boating safety and its promotion to their customers. Findings show that a common perception is that increased safety messaging could hinder sales, although research reveals significant opportunity behind it as a growth strategy. Common themes included the desire for turnkey content, industry-wide consistency in messaging, and data showing the business impact of safety programs.

Some companies actively promote boating safety initiatives as part of their strategy but recognize that many others may not have enough staff or time to dedicate to it. However, resources are available. Non-profit organizations have already developed multiple efforts and methodologies that could be used to promote boating safety and these materials are available to be adopted and utilized.

The report offers a collaborative framework for future engagement, including an industry task force model and examples of successful non-profit and for-profit partnerships.

The executive summary is available here. To request access to additional research findings, please contact the Sea Tow Foundation at info@boatingsafety.com.