Chris’s story: I had a ‘big’ job. MD of a creative hotshop working for the world’s biggest brands. Working between Shanghai and Manchester, the agency was growing. We’d been asked to pitch to launch the latest in luxury phones. Jewel encrusted. A personal concierge service. The phone for the billionaire with everything. I stood up at the pitch and it hit me – what on earth
was I doing?

I realised that I needed the brands I help to align with my values. Just because you can sell something doesn’t mean you should. 

Financial growth at all costs is not going
to solve the planet’s problems.

Ian’s story: Years ago after a day on the crag we got chatting to some other climbers in the pub. They asked what we had done that day, and despite the modest grades we’d climbed, we proudly told them.

And there the conversation ended. Our climbs weren’t difficult enough to warrant their attention. We weren’t ‘real’ climbers. 

Getting outside and active in whatever way feels good for each of us is so important. Yet some parts of our industry are still elitist and macho. Active and outdoor brands that aren’t making real efforts to be invitational and inclusive are missing out.