The Daily - August 12,2021 - 56

Summer Show 2021
S H O W N E W S
Stan Evans,
Conrad Anker, and
Dhani Jones
Look out for creators just in it for
the popularity contest, said Jones.
Savvy consumers can see through
content created for likes versus
stories shared from an authentic,
mission-driven standpoint.
Double click on collaborators
using a more mindful " eye of the
beholder " viewpoint. Jones and
Anker both shared stories of living
abroad and being " othered, " and
how these experiences shifted
their perspective. Being treated as
different within another cultural
container (Sweden and Japan,
respectively), both athletes learned
firsthand the importance of mutual
respect and finding common
ground in the simple things shared
across languages and nations.
" The commonality that we all see
here is going outside, " Anker said.
But what if there is no outside
Eye of the Beholder
The Equity and the Outdoors event showed participants
how to become agents of change. By Dani Reyes-Acosta
" EVERYONE'S LOOKING AT DOing
a DEI program, but with slick
Instagram posts and campaigns
that show shiny happy people, " said
photographer Stan Evans as he
launched into an insightful, deeply
personal account of the role perspective
plays in storytelling, workplace
culture, and everyday life during
Day 1's discussion, " A Conversation
on Equity and the Outdoors. "
56
Conrad Anker and entrepreneur
Dhani Jones joined Evans in
sharing thoughts on how storytelling
and authenticity can lead
to increased inclusivity. Their conversation
on leadership reframed
the role DEI storytelling can play
in relationship-building, mutual
respect, and climate change.
While social media provides an
important marketing channel-
/ OUTDOOR RETAILER SUMMER 2021
and a bridge to new audiences-
brands need to be judicious in
how they engage with " new influencers, "
Evans' term for creators
with fewer than 20,000 social
media followers. Even though
these creators provide a platform
for connection to next gen
consumers, not all Instagrammers
and TikTockers share with
responsible recreation in mind.
to go to? Shifting gears to climate
change, Anker cited the August 9
U.N. Intergovernmental Panel on
Climate Change. Noted Evans: " We
must shift the advertising narrative
and get more people involved.
Realistically, to shift community
approaches to climate change,
we must do more multicultural
marketing. " Evans came back to
new influencers, recommending
they adopt a knowledge-sharing
mindset: " How can I be more of a
conduit, speaking to people that
look and talk like me, making people
more aware of climate change? "
All three recommended that
brands get proactive, going
directly into communities to
craft local programs based on
empirical observation. This
trust-building move is good for
organizations as well as those
potentially impacted and the
broader environment. " This (is a)
quest for knowledge, not a quest
for likes, " said Evans. Sustainable
efforts at social and environmental
justice need more than clicks
and shares. " What I want companies
to take away from this is
that companies, you, need to be a
driving force for change. "
LAUREN DANILEK
The Daily - August 12,2021

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