The ski industry is no longer content to simply provide winter fun for outdoor enthusiasts. Over the past few years, many ski resorts and outdoor brands have been increasingly vocal in their activism efforts, using their platforms to advocate for a range of social and environmental issues.
This push for activism can be seen in a variety of ways. For example, in recent years, a growing number of ski resorts have made commitments to reduce their carbon footprints and prioritize sustainable practices. Some have even gone so far as to make the switch to renewable energy sources, such as wind or solar power.
At the same time, many ski brands have begun to use their marketing campaigns to promote social justice causes. For instance, outdoor clothing company Patagonia has become well-known for its environmental activism efforts, including campaigns to protect public lands and fight climate change. Other companies, such as Burton Snowboards, have used their advertising to celebrate diversity and promote inclusivity in the outdoor sports world.
Beyond these individual efforts, the ski industry has also come together to advocate for systemic change. In 2019, the National Ski Areas Association (NSAA) launched its Climate Challenge, a program designed to help ski resorts reduce their greenhouse gas emissions. The NSAA has also been vocal in advocating for national climate policy, and has pushed for increased federal funding for outdoor recreation.
But while these efforts are commendable, some activists argue that the ski industry could be doing even more. For example, in a recent op-ed for Outside Magazine, writer and skier Devon O’Neil argued that the industry needs to take a more proactive stance on issues such as racial justice and income inequality.
“Racism, poverty, and inequality are three of the biggest crises facing our country, and they are all intertwined,” O’Neil wrote. “If the ski industry is truly committed to being a force for good, it needs to use its influence and resources to help address these issues head on.”
Despite these critiques, it’s clear that the ski industry’s push for activism is a trend that is here to stay. With more and more consumers demanding that brands take a stand on social and environmental issues, it seems likely that we will continue to see ski resorts and outdoor brands use their platforms for good in the years to come.
As the ski industry continues to evolve, one thing is clear: it’s no longer just about hitting the slopes. Whether it’s through sustainable practices, social justice campaigns, or advocacy for climate policy, the ski industry is becoming a major player in the fight for a better world.
