The Trust says the desire to experience nature is a human need
The great outdoors could prove a powerful antidote to the gloom of looming recession, the National Trust says.
Fiona Reynolds, the Trust's director general, argues that at a time when people are increasingly worried about money and job security, they are more likely to seek out experiences which will improve their quality of life.
She sees the economic downturn as an opportunity for society to rethink its priorities and consider a greener approach to life.
Speaking ahead of the National Trust's AGM, Fiona Reynolds said that areas of natural beauty can play a key role in helping people rediscover the simple pleasures of life.
"There has been a pre-occupation in society with affluence, status and materialism for some years - but the looming threat of austerity appears to be giving new impetus to the search for the 'real thing'.
"Research conducted with our members has shown that their reasons for joining are often part of a feeling of needing to experience places or things that they feel have real meaning - this could be something as simple as a walk in the park, admiring a beautiful view or spending some quality time with your family."
Changing behaviour
Philosopher and author A C Grayling agrees that people no longer want or are able to spend lots of money on 'retail therapy' and that the National Trust is clever to recognise that in difficult times people are drawn to simpler things.
"During the war years people rediscovered good fellowship, and shared things like ways of cooking powdered eggs and began to live healthier lifestyles - growing and eating their own vegetables."
He adds that Britain's coastline and countryside are important and it is a good time for the Trust to remind people of this.
"People have become so used to being able to go abroad that they have overlooked what they have on their own doorsteps."
"As public discussion turns to this topic others will follow and this could lead to permanent changes of behaviour - like the movement in the early 19th century from the countryside to the town. We will rediscover our own resources in our own country," he adds.
As the threat of recession becomes more real Ms Reynolds agrees that people are now keen to downsize their lifestyles, grow their own food, and enjoy more contact with nature.
"People want their children to climb trees, graze their knees and get a bit dirty. They want local and seasonal food and they want green space on their doorstep."
'Stay-cation'
Lifestyles may have changed since the days when the Trust was founded in 1895 - with the aim of "providing people with the opportunity for spiritual, intellectual and physical refreshment" - but Ms Reynolds says that "the need for opportunities to see, feel and have access to places that can touch people's hearts remains as strong as ever."
National Trust family membership costs �82 a year - an extra expense that many low income families cannot afford.
Climbing trees, building dens and getting mucky...
However, the National Trust argues that it does offer unbeatable value when compared to a single day at many other family attractions, and once you are a member historic houses and gardens, stretches of coastline and unusual buildings and museums are all free to visit.
"People are yearning for contact with something that releases tension in them and makes them feel better. They recognise beauty when they see it - and although making money will undoubtedly remain a priority people still need downtime and space to relax," Ms Reynolds says.
Perhaps the North American concept of the 'stay-cation' - where families use time off from work and school to relax at home or enjoy day trips in their local area will begin to take off in earnest.
Gordon Brown and David Cameron set the tone this summer - choosing to holiday by the British seaside. In times of economic hardship the chance to get away from it all, cast off your worries, breathe a lungful of fresh air and not have to reach too far into your wallet seems increasingly attractive.
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