Why Every Outdoor Brand Is Suddenly Talking Sustainability - And How to Tell the Story Right
Everyone says they care. Here's how to make them believe you.
Lately, every time I scroll Instagram or walk the floor at a trade show, I feel like I’m seeing the same thing: big alpine images, serious music, and a headline about how this new shell is made from 83% recycled material.
Don’t get me wrong, progress is good. But something about the sameness of it all makes me pause.
The truth is, almost every outdoor brand is saying some version of the same thing right now: “We care.”
And the question your audience is quietly asking in response is:
“Okay… but why should I believe you?”
This isn’t about whether your sustainability efforts are real. I trust that most of them are. This is about how you share them. Because when every brand is talking about impact, only the ones telling that story with honesty and clarity will actually earn trust.
That being said, this piece isn’t meant to be a branding teardown. It’s a storytelling brief, for those in the outdoor space trying to figure out how to communicate sustainability in a way that sticks.
When Everyone Says “Sustainable,” It Stops Meaning Anything
We’re not in the awareness phase anymore. Consumers know brands are trying to be more sustainable. Especially in the outdoor industry. We all use recycled materials. We all care about the planet. We all have a line in our About page about “leaving it better than we found it.”
That means your audience isn’t looking for another recycled stat. They’re looking for something to feel, for a story that makes them believe your sustainability efforts are more than just marketing copy.
The biggest mistake I see is treating sustainability as a bullet point instead of a story.
Case Study: How Rab Turned Transparency Into Trust
Rab’s “Material Facts” campaign wasn’t flashy. It didn’t rely on cinematic landscapes or sweeping language. It was a straightforward, text-led series that told you exactly how each product impacted the environment—everything from factory origin to fluorocarbon use to product repairability.
What made it work wasn’t just the honesty—it was the format. It felt readable. Scannable. Approachable. The content was delivered in short, clear social slides and blog breakdowns. Rab even made a YouTube video walking people through the system and why they built it.
They didn’t just say, “We care about sustainability.”
They showed how they’re being accountable.
And they did it in a format that gave people something to learn, not just something to like.
If you're a content team, take notes here: sustainability storytelling doesn't have to be cinematic. Sometimes the clearest path is the simplest.
Case Study: Cotopaxi’s Colorful Transparency
Cotopaxi takes a completely different approach—and it works just as well. Their content doesn’t look like “eco” marketing. It looks joyful. Weird. Human.
Instead of trying to match Patagonia’s gravity, Cotopaxi leaned into their own vibe: color, community, and scrappy optimism. You’ll see sustainability messages baked into athlete profiles, product breakdowns, and even silly reels—always with heart.
Their recent film about their B Corp journey is a great example. It’s not trying to be profound. It’s just… honest. Staff talking about what they’re proud of, what was hard, what they still want to fix. It’s not buttoned-up. It’s real.
That’s a content insight worth stealing:
Don’t just talk about what you fixed. Talk about what you’re still figuring out.
Audiences respect honesty way more than perfection. Especially now.
What Today’s Audience Actually Wants
People don’t expect your brand to save the planet. But they do expect your content to feel like it came from people who care.
So ask yourself:
Can someone feel the people behind this?
Are we being transparent or performative?
Is the format right for the story?
You don’t have to make a moody film with piano music every time you launch a recycled fleece. Maybe it’s a casual walk-and-talk with your product designer about what didn’t go to plan. Maybe it’s an infographic. Maybe it’s a tweet that just says, “We tried something. It kinda sucked. So we’re reworking it.”
Make Your Sustainability Content Content-Worthy
Here’s a simple rule:
If you wouldn’t watch it, read it, or share it—don’t post it.
The best content about sustainability doesn’t look like sustainability marketing. It just feels like a good story.
That could be:
A raw conversation with a factory partner
A user-submitted video of a jacket repaired five times
A series of “hard decisions we made this year”
A field report on the real-world performance of “eco” fabrics
An unfiltered look at your carbon offset process and why it’s not a silver bullet
Not every piece has to be polished. But it does have to be honest.
You Don’t Need to Be a Hero, Just a Human
This work is hard. Climate stories are hard. It’s tempting to try to wrap them up in perfect bow-tied campaigns. But your audience doesn’t need perfection. They need something real.
Sustainability content works best when it’s specific, vulnerable, and clear.
Less “save the planet.”
More “here’s what we’re doing, here’s why it’s messy, and here’s why we still think it matters.”
That’s what builds trust. That’s what builds loyalty. And that’s what makes people care.
If you work in the outdoor industry and are looking to create deeper, more meaningful content - I’d love to help bring your ideas to life. You can check out my work at roosmith.com. If you’re interested in learning more about successful content creation in the outdoor industry - subscribe…