Leading Change, or Reacting to It?

In 2019, I took part in the think tank Outdoor Futures where an international team of sustainability experts drafted a roadmap and vision for the industry. In this issue we look back at the discussions. Today, I can see that many of our forecasts have started to happen – which is fantastic – but none of us predicted a global pandemic, logistical chaos, and a war in Europe.

There is a strong urge across society to go back to the business-as-usual of 2019. Stock markets must go up, inflation must come down and everyone in the middle class should afford to vacation in Thailand.

I think that instead we should make strategies for “change-as-usual,” because the science shows we're likely heading full speed into unknown terrain.

During the pandemic, a CEO of a large outdoor retailer told me: “I am working 95% with solving daily problems.” Many others said the same. Now, looking back, the pandemic taught us that a challenge of this magnitude could actually be ovecome.

What if we address the global environmental crises in the same way and spend 95% of our time and energy to solve them?

I think it is a question of timing. Either we do it now, in a thoughtful strategic manner. Or events force us to do it in the near future - in a state of panic. The choice is still ours to make.

Gabriel Arthur, Editor-in-chief

Suston

Editor-in-chief: Gabriel Arthur, gabriel.arthur@norragency.com

Editor: Jonathan Eidse

Art director: Susan Larsen & Viktor Meidal

Cover illustration: Kicki Fjell

Editorial advisory board: Arne Strate, Katy Stevens, Joel Svedlund sustonmagazine.com takes on marine plastic waste.

The latest in Outdoor.

Ingredient Brands

From well-known to obscure, meet Outdoor’s material makers.

Stop Ecocide

The fight to make ecosystem destruction an international crime.

Going in Circles

Deep dive into outdoor industry’s efforts towards circularity.

Higg School

FAQs on apparel and footwear’s greatest impact tool: Higg.

Think Tank Revisited

Four years on, how is Outdoor Future’s vision progressing?

Outdoor Utopia?

Sustainability in the cradle of Europe’s outdoor community.

Partner cooperation and sales: Victoria Reim, victoria.reim@norragency.com

Suston is published by NORR Agency. norragency.com, info@norragency.com

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