Why the 2025 NSSF Summit Shifted Our Thinking About What’s Ahead

Market Flatness Isn’t the Full Story

Yes, gun sales are plateauing. But this isn’t a stall — it’s a shift. As Mike Ulwelling of Leupold reminded the room, there’s still a lot of energy and value in this market — we just have to earn it differently. That message resonated: today’s brands are playing in a buyer’s market, where clarity, credibility and creativity matter more than ever.

The brands that show up with value — and can prove it — are the ones that grow. And that means smart storytelling, honest messaging and marketing strategies built for staying power, not flash.

Inclusive Marketing has Moved Past the Buzzword Phase

Women and Black gun owners continue to be two of the fastest-growing segments in the industry. But they’re not just looking for reflection — they’re looking for relevance.

One clear theme echoed across multiple sessions: meaningful inclusion can’t be surface-deep. It demands authentic engagement — not assumptions or simplifications — grounded in cultural understanding and lived experience.

For us, that means every brand we work with needs to ask deeper questions: Who are we speaking to? Why do we matter to them?

AI Is Here to Streamline, Not Shortcut

From content creation to campaign targeting, AI is already reshaping the way firearm brands think and move. But the takeaway wasn’t about hype. It was about harnessing the technology to move smarter, not faster.

Representatives from Staccato shared how AI tools helped them uncover new user behaviors and optimize for more meaningful engagement — insights that once took weeks, now revealed in hours. That’s a playbook we’re already leaning into: using predictive analytics, iterative testing and real-time optimization to help our clients connect with niche audiences in more powerful ways.

Responsibility Can’t Be a Side Note

The Summit devoted an entire afternoon to suicide prevention — and it wasn’t just a box to check. It felt like a turning point. With industry voices like Rob Pincus advocating for normalized, responsible conversations around firearms and mental health, it became clear: safety isn’t just policy — it’s brand equity.

In a space often misunderstood by the public, firearm brands have a unique opportunity to lead with transparency, awareness and real accountability. Those who do won’t just earn short-term trust — they’ll build long-term loyalty.

Platforms Are Behind. Smart Marketers Are Not.

Meta may be loosening its grip on firearm ad restrictions — but it’s still a minefield. As Chuck Rossi (former Facebook engineer and current policy advisor) explained, there’s movement, but the runway isn’t smooth.

Navigating paid media on platforms like Facebook and Instagram takes creative muscle, compliance expertise and a deep understanding of evolving policy. Our belief? The brands that win won’t wait for perfect clarity. They’ll carve their own paths with bold messaging, precise targeting and content that earns attention through value — not volume.

Final Thought: Move Forward, With Purpose

More than anything, the 2025 NSSF Summit reminded us that marketing in this space is about playing offense. It’s about showing up where it matters, for the people who matter — with the right message, in the right moment, backed by the right intent.

And for the brands ready to move with purpose — that’s exactly where the momentum is headed.