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Outdoor Industry Master's Degree Thesis Purpose beyond Profit: Sustainability in the Outdoor Industry Adrianne Gilbride Dana Gierke Maria Dzurik Blekinge Institute of Technology Karlskrona, Sweden 2014 Examiner: Dr. Henrik Ny Ph.D. Supervisor: Professor Karl-Henrik Robèrt Primary advisor: M.Sc. Patricia Lagun Mesquita Secondary advisor: M.Sc. Brendan Moore Purpose beyond Profit: Sustainability in the Outdoor Industry Adrianne Gilbride, Dana Gierke, Maria Dzurik Blekinge Institute of Technology Karlskrona, Sweden 2014 Thesis submitted for completion of Master of Strategic Leadership towards Sustainability, Blekinge Institute of Technology, Karlskrona, Sweden. Abstract: Increasing population, finite resources, over-consumption, and unsustainable trends in business contribute to urgent and complex sustainability challenges in society. The intent of this research is to understand the role business can play in moving society toward sustainability, specifically by analyzing the strengths and weaknesses present in the outdoor industry. Evaluation of the outdoor industry using a lens of the FSSD highlights unique opportunities for the outdoor industry in moving society toward sustainability while addressing the complex challenges. Using the advantages of being cooperative and sharing the values of trust and a connection to nature, the outdoor industry has the potential to make a unique shift from the current profit-driven market economy. This thesis examines how the current operations of the industry can be more strategic, efficient, and impactful in moving consumers, business, and society in a transition toward sustainability. Keywords: outdoor industry, cooperation, strategic sustainable development, FSSD, purpose economy Statement of Contribution Since the beginning when we formed as a team, we strived to acknowledge our individual weaknesses and strengths in order to complement and learn from each other. We have continued to experiment with this throughout the process and have each gained new skills and capacities we could not have acquired alone. Our personal connections to outdoor adventure fueled our process throughout and kept us motivated to continually iterate and improve our work. We worked together in many forms including numerous in person meetings with some of our favorite locations including the cozy children’s area at the Karlskrona Public Library, the House of Magnus on Salto, and of course trying out every possible group room on campus to bring us stimulation and energy. Adrianne catapulted the team process forward with her organized facilitated meetings and was considered the “idea-generator”. Moreover, she accomplished all of her tasks with scrutinous detail, hard work, and efficiency. Adrianne really kept the group sane with her organization skills, excel documents, and offering action plans to solve issues and concerns. Adrianne also has a gift for writing clearly and to the point with which she contributed to the thesis as a primary writer. Last but not least, Adrianne´s networking skills enabled us to connect with research partners easily. Maria contributed to the energy in the group with a determined, optimistic, and high- achieving attitude, along with an always present, infectious sense of humor. She utilized her scientific curiosity when it came to asking questions, challenging ideas, and harvested outcomes of the research with her writing and editing skills. Maria complemented the team with her deep listening skills and always carried her genuine personality while maintaining a great level of professionalism. Maria’s easy-going nature and upbeat attitude along with her empathy and authentic care for others was a unique contribution to the team that cannot be underestimated. Lastly, she spread a really anchoring and positive energy that supported the group dynamics very much during tense moments. Dana contributed to the group with her hard-working, diligent, and focused mindset. She held our group to the highest expectations and kept us organized with that in mind. She was the transcription mastermind which highlighted her great attention to detail. She was a key asset in background research with her uncanny ability to read and understand numerous articles in a short span of time and was the team “idea digester”. Dana encouraged others initiatives, new ideas, and action plans with thoughtful consideration while maintaining an aspirational attitude to the teamwork. Dana was also our methods and editing guru as well as being the team “glue” to encourage team-building outside of the actual work. Overall, the work process was conducive to all personalities with a beautiful balance between working together and discussing decisions and actions, while also working independently in a complementary fashion. The team continually surfaced their strengths and insecurities to make the best of the process and bring their best. Maria, Adrianne, & Dana (also known as the MAD Muppets) ii Acknowledgements We would like to thank all of those who inspired, accompanied and supported us on our journey. The first gesture of appreciation goes to our primary advisor Patricia Lagun Mesquita who provided encouragement to go “beyond” our abilities -and a strong sense of positivity throughout the process. Also to our secondary advisor Brendan Moore, for providing pointed comments at the moments when we needed them the most We would also like to provide a special thank-you to the founder of the program, Dr. Karl-Henrik Robèrt, who gave us great advice and assisted in connecting us with the outdoor industry in Sweden due to our shared love of outdoor adventure. Three external experts helped us scope down our research and refine our thinking: Antony Upward, Sarah Blenkhorn, and Göran Gennvi. We are also deeply grateful to the inspiring group of interview partners for making this research possible and taking the time to provide us with open and insightful answers to our questions amidst their busy schedules: Pamela Ravasio, Joel Svedlund, Lennart Ekberg, Nikki Hodgson, Greg Foweraker, Aiko Bode, Katrin Bauer, Maria Frykman Forsberg, Amy Roberts, Cira Riedel, Mark Held, Peter J. Hollenstein, Jon Nash, Luis Brown and Hilke Patzwall. Special thanks goes to our dear partners, family and friends in Karlskrona, Germany, Minnesota, Canada and across the globe who supported us with their open ears, inspiration, encouragement and love, lending skills and advice wherever needed throughout the process. A special note of gratitude goes to Hoffmanian Creative for the graphics support and referrals to research participants making our research possible. We also want to express our appreciation to the MSLS program staff and fellow classmates for their support over the last five months which has taken many forms, from simple words of encouragement, to specific feedback on our preliminary draft, to moments of laughter and escapes from the thesis bubble to recharge. MSLS staff members provided the container for our thesis project and facilitated sessions along the way that helped us gain knowledge and clarity for the research design. iii Executive Summary Introduction In the history of the Earth it has only been in the last century that anthropogenic activities have had a significant effect on the Earth’s system (Steffen et al. 2004). The world’s population has more than doubled in the last 50 years to 7.2 billion. Although the Industrial Revolution brought improved health and quality of life to many, this has not extended equally to all of the world’s population. Social issues in the form of inequality, poverty, corruption, malnutrition, and disease are increasing in many parts of the world. The decreasing capacity of the Earth to meet humanity’s needs can be visualized by a funnel metaphor which is illustrated in the figure below. The Funnel Metaphor (adapted by Hoffmanian Creative from Robèrt 2000) For most of history, society was quite small in comparison to the biosphere and thus, the effects from society on the biosphere were negligible. However, currently there is concern that this pressure on the planet may cause irreversible or abrupt environmental change that could significantly impact humanity (Rockström et al. 2009). Although businesses have contributed to many of the production and consumption patterns in the past, they were operating within the ‘rules of the game’ of the Industrial Age. Given a better understanding of the complexity and interdependent reality of the biosphere, businesses have the potential to significantly influence the transition toward sustainable behaviors in society and consequently, the economy. The outdoor industry is a unique sector of the economy that is reliant on the natural environment for the core of its business as the products they provide equip people to spend time in nature (Hodgson 2014; The Fenix Way 2012). Quality and performance are paramount in products for outdoor activities such as mountaineering, cycling and kayaking (Svedlund 2014; Vaude 2013). However, many materials used in outdoor products are based on fossil fuels and man-made chemicals, like perfluorinated compounds (PFCs), to further enhance performance (Hollenstein 2014; Sam et al. 2012; Vaude 2013). The industry also faces the challenge of socially responsible labor practices along their supply chains (Bauer 2014; OIA 2012b; Fowler and Hope 2007). Superseding these challenges is the current business model, where growth and consumption are intertwined, and continuous consumption inaccurately equates to prosperity and a healthy society. The outdoor industry,
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