True or false?
Conservation of public lands is an economic problem.
Conservation of public lands is a marketing problem.
Think about it. The answer may surprise you.
In recent weeks, many publicly traded outdoor recreation companies reported double-digit earnings in the second quarter. Brands including VF Corp. (The North Face), Timberland, Adidas, Deckers (Teva and Ugg), Cabela’s, and Columbia have reported growth in 2010 concurrent to stagnating reports from Wall Street and declining consumer confidence.
The outdoor industry depends on public land so its consumers have a place to recreate using the products it sells. The economic value of these open spaces is not a problem — it is a proven resource on which these corporations and an ecosystem of other smaller businesses depend to ensure current and future profitability.