Brand activism vs greenwashing: the outdoor experience by Luca Albrisi
The beauty, freedom, and adventure of outdoor experiences are often leveraged by outdoor brands in their marketing strategies. But, how does this fit with a clean approach to the outdoors and how active are these brands when it comes to protecting nature. Luca Albrisi, athlete, writer and activist talks about his approach to the outdoors and how to look out for greenwashing and false narratives.
Although outdoor activities are often associated with care and love of nature it is also undeniable that the time spent in these environments comes with an impact. So, how can outdoor enthusiasts contribute to the environments which they love? Luca Albrisi sought to answer this question when he created, together with other like minded members of the outdoor community, The Clean Outdoor Manifesto, which brings together outdoor enthusiasts with the common mission of promoting a clean and conscious approach to outdoor pursuits.
Stemming from a deep belief that spending time in nature can help build a more biocentric and holistic approach, Albrisi has seen the paradox of greenwashing in the outdoor industry whilst also believing that “Companies have the potential to teach awareness about the environment to an audience that wouldn’t necessarily be interested in these kinds of messages.”
As brands increasingly align their images and values with environmental stewardship, in a process known as brand activism, it is crucial to critically evaluate whether these efforts are more than just greenwashing. Ensuring that outdoor brands not only promote the beauty of nature to sell products but also actively work towards minimizing their ecological footprint and contributing to the preservation of the natural spaces that inspire their customers.
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Luca Albrisi is a professional snowboarder, brand ambassador and narrator of climate related stories. He is the co-founder of The Clean Outdoor Manifesto where he helps others like him unite their passion for the outdoors with an understanding of human impacts on the environment.