Opening Up The Outdoors: How cultural innovation can grow markets and transform industries

Paris Bethel and Alex Bennett Grant

Research into how marketing has historically negatively affected equal representation in the outdoor activities sector, and how this can change.

Traditional purpose marketing is broken. Cultural innovation can fix it

The last three years brought reckonings from the forefront of culture to the boardrooms of businesses everywhere. An unprecedented pandemic. The resurgence of Black Lives Matter and anti-racism movements around the world. Political instability impacting everything from women’s rights, to freedom of gender and expression and sexuality, and the environment.

All this has led to a big shift in what people expect from the companies they engage with. Today, more people than everfeel it is important for companies to have a strong purpose. But while businesses now recognize...

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