The Daily - January 30, 2020 - 10

Pulse
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launched ahead of the Show.)
The corps is open to anyone, not
just OIA members.
Next, 1% for the Planet CEO
Kate Williams led a panel discussion on how businesses can
take concrete steps for climate
action. "There are many ways to
engage, and that's what we want
to talk about," Williams said.
"We want you to leave actionably inspired."
One way to take immediate action is political action. "We need a
tsunami right now of involvement
in policy," said panelist Nancy
Hirshberg, executive director of
The Crossroads Collective, which
aims to get CEOs passionate
about climate issues. "Climate
change is a systemic, collective
problem, so you need a systemic, collective solution. We need
policy. There's no way around it."
Williams also noted the power in
simply picking up the phone to
call Congress. "Small businesses
have a disproportionately large
influence with their representatives," she said.
Meanwhile, Hirshberg pointed out that businesses can drive
change in other ways. "We have
no leadership in Washington right now; it's a complete
partisan mess. So, where do
we go for leadership? Well, the
business community is full of
prolem-solvers."
Another way to take action:

/ OUTDOOR + SNOW SHOW 2020

According to Ruben Martin, CEO of Quivers, a consulting firm that
focuses on e-commerce, there's a simple formula for increasing
direct-to-consumer online sales. It centers around using fulfillment
to differentiate yourself from your competitors-much like Amazon, Target, and Walmart do daily. Those companies' fulfillment
strategies focus on ensuring that every online shopping experience with them leads to repeat visits.
Martin shared strategies at his talk, "Beyond Price: How Brands
Can Beat e-Commerce Giants at Their Own Game," held on Jan. 28.
He said companies should concentrate on three things: cart, purchase, and returns (or CPR). "Look at what your competitors online
are doing and work to surpass that," Martin said. "It can be a challenge to address these items, but you should have the mindset that
these are your customers' expectations." -Hudson Lindenberger

"Stop doing business with companies that trash the planet,"
said panelist Ben Stuart, chief
marketing and communications
officer for Bank of the West.
That includes banks, which use
your company's deposited money to finance other companies'
projects-and sometimes they're
dirty. Think: tar sands, fracking,
or palm oil operations.
Panelist Tim Bantle, global
general manager of lifestyle at
The North Face, had a pragmatic but positive take on how
companies can face the climate

Heavy hitters
headline
the kickoff
breakfast.

crisis. "The good news and the
bad news is that everything that
we're doing needs to be reimagined and recommitted to for
the future," Bantle said. "That
presents a massive burden...but
it also presents an opportunity."
Tyler LaMotte, chief brand
officer at Jackson Hole Mountain
Resort, offered parting advice for
anyone who isn't running a company themselves: "Ask your CEO
and ask your leadership, what
is the plan to address climate
change? And if they don't have a
plan, get involved and help."

L AU R E N DA N I L E K

the outdoor industry as a whole
is serious about the climate crisis
need look no further than the
line that formed ahead of the
Outdoor + Snow Show's kickoff
breakfast on Day 1. The topic
that drew a crowd that stretched
several hundred feet back to
registration? "Business as a Force
for (Climate) Good."
SIA president Nick Sargent
opened the breakfast with a
video tribute to Jake Burton followed by a call to grow businesses in the industry while actively
engaging in increasing participation and fighting climate change.
"If we don't have winter, we don't
have business," Sargent said.
"That's a fact. It's simple."
Nora Stowell, chairperson
of the OIA board and a global
sales leader at W.L. Gore, spoke
next, noting that summers are
growing longer and hotter, and
in winter, the snowpack is less
reliable. "Climate change is having a direct impact on outdoor
recreation," she said.
OIA's senior director of sustainable business innovation
Amy Horton invited attendees
to join the new Climate Action
Corps initiative. OIA hopes 100
companies will join the corps
by the end of 2020. (Fifteen
founding members have already
signed on, and more have joined
in the days since the initiative

2 0 1 9

ADMINISTER CPR-FOR ONLINE SALES

Showgoers crowd the kickoff breakfast and
climate discussion. By Jenn Fields
ANYONE WONDERING WHETHER

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The Daily - January 30, 2020

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