The Native Crowd

Can you tell us a bit about your background and how you’re involved in sports?

Sure, through my business, Figure Eight Creative, I do copywriting and brand voice stuff for outdoor brands, so most of the copy I write or edit has to appeal to people who do outdoor sports, from mountaineering to rock climbing and walking.

In my free time, I spend as much time outdoors as I can. I first got into rock climbing, mountaineering and ice climbing when I lived in the Italian Alps quite a few years ago. I also spent a lot of time hiking there. Now I’m living in the UK again and I go out walking when I can, and do indoor and outdoor climbing. I have two kids now, so our walks are more child-friendly now with lots of snack stops!

How important is sustainability to you, and what led you to become interested in this area?

I’ve always tried to make environmentally-friendly choices in life. I guess that started from my upbringing and it’s something that has become more and more relevant to me. 

I did my Carbon Literacy Training earlier this year so that I could be better-equipped to support outdoor brands with their marketing – especially when talking about sustainability, whether through direct sustainability messaging or how this is woven into product copy and other marketing.

What surprised me was how much the course empowered and inspired me to reflect on my own efforts to live sustainably. I feel like I have gained a lot of perspective in understanding how we, as individuals, can have a positive impact.

In what ways have you seen the climate emergency affect outdoor sports?

This is a tricky one, and something we talked about on the Carbon Literacy training I did. I haven’t been back to the Alps for almost 10 years now, but I’m very aware of the huge changes that are happening over there, with glaciers retreating massively and winter ski seasons shortening. 

In my local area, some of the changes feel more subtle, like weather patterns changing, changes in the patterns of flowers and insects, things like that. When you spend a lot of time outdoors, especially year after year, you start to recognise changes to seasonal patterns.

There have been a couple of cases recently of rockfall following heavy rain at local crags. Again, can we say with certainty that it was due to climate change? I’m not sure, there are so many factors at play, but it does make you think.

At the end of the day, these are all small reminders that bigger changes are taking place, and we can’t deny the statistics about carbon emissions and global warming. We hear a lot about average temperatures, and 1 or 2 degrees doesn’t really sound like much. But the truth is a lot more complex. There are certain habitats, like coral reefs which are hugely impacted by small temperature changes. There are other places where the average temperature changes are a lot bigger, with varying consequences for the people and landscapes. The earth itself is a lot more resilient than we are and can adapt to climate change more than we as humans can. And even if the changes aren’t so obvious in our local landscape, the consequences on our lives are starting to show, like in how food supplies are being affected by adverse growing seasons.

What steps are you taking personally to reduce your environmental impact?

I’m much more aware and mindful of the choices I make. Food is a big part of my life, and I’ve always tried to make conscious decisions about where my food comes from. I still eat meat and dairy, but take a balanced and mindful approach, such as reducing how much red meat we eat and looking at where all our food comes from, eating food that’s in season etc. We’re lucky that we can grow some of our own fruit and veg, and can afford to choose organic options when buying food.

I’m also conscious of the impact I can have on my children, and try to talk to them about the choices we make so they grow up with this awareness of the impact of different choices we make.

I’ve pledged to reduce my air travel as that is probably one of the biggest single steps I can take. My plan is for 2025 to be an air-travel-free year for our family.

I’ve also moved my pension pot to what I hope is a greener alternative, and continue to keep my savings in a building society that does not finance fossil fuels.

Looking at the outdoor sports I do, again I’m more mindful about how and when I travel to go walking or climbing. We’ve done some lovely walks this year around Hereford using public transport or walking from our doorstep.

I’m also really aware of the impact of outdoor gear, as this is something I look at a lot through my work. I look after my outdoor gear, by cleaning it well, repairing it, and using it as much as possible. If I do ever buy new gear, I invest in quality gear that will last as long as possible.

Can you share any specific examples of events or seasons you know of that have been impacted by extreme weather or environmental changes?

Well, obviously the European ski seasons are getting shorter. But everywhere, it feels like the weather is all off-kilter, from the heatwaves last summer to the warmest ever February this year. And do we want to talk about this summer in the UK? It feels like we’re going through four seasons every day, from rain to sun, cold to hot.

Do you believe outdoor sports and the sports industry have a unique role to play in addressing climate change?

I’d say the outdoor industry for sure, as well as the sports industry as a whole. With many sports having such widespread visibility and coverage, there is potential to lead by good example. 

Anyone who practises outdoor sports, be it paddleboarding to rock climbing and everything in between, it makes sense for us to look after our planet, because we go to these wild places to explore and have fun. We have this connection to the natural world through the sports we do, and so it’s natural for us to want to look after it.

Are there any athletes or sports organisations you admire for their commitment to sustainability? What actions have they taken that you believe should be emulated by others?

There are a lot of amazing outdoor brands paving the way for people to make more sustainable choices. Most people cite Patagonia as an example, but there are so many outdoor brands making positive changes. Keela, Montane, Craghoppers, and Mammut are just a few I’ve been following more closely lately. Plus 3RD ROCK, a clothing brand I’ve done some work for. What’s more, these brands are talking about sustainability, which helps to raise awareness as well as encouraging people to look after their gear, use it, repair it, pass it on. It’s about looking at the whole life cycle of a product, how it’s designed and made, as well as how consumers use and look after products.

A great book I’ve read is “We can’t run away from this” by Damian Hall. The focus is on the running industry, but so much of what he says can be applied to other sports.

How can sports events be made more sustainable without compromising on excitement and fan engagement?

The increased visibility of climbing in recent years, especially as an Olympic sport, has definitely encouraged more people to try climbing which is great. I don’t know much about the environmental impact of competition climbing, but there are many ways sports events can be made more sustainable. It needs to be an integral part of the planning of events, not an afterthought. Looking at timings so that athletes have time to travel sustainably between competitions, looking at travel options for spectators, the food and drink available at events and where it comes from. And do you really need to print new T-shirts for every competition? Stuff like that.

What are the cobenefits you envisage in your sport that we could enjoy if we focused more on sustainability in this field?

Any positive change can have a ripple effect. When big events set an example of sustainable living, we move towards normalising these kinds of choices, and can encourage individuals to look at small, positive changes we can all make. Even just having more conversations around sustainability is a step in the right direction. The ultimate benefit of living sustainably is that we can limit global warming and keep on enjoying the outdoors as much as possible!

Huge thanks to Jane for sharing her perspective with me. I hope this is yet another nugget of food for thought. Please feel free to get in touch with me if you’d like to take part in this series.

To follow or get in touch with Jane, please visit her website or LinkedIn page.

Thanks for reading!

Please note that the views and opinions expressed in this post are solely those of the interviewee. They do not necessarily reflect the official policy or position of Marjolein Thickett, The Native Crowd or its affiliates. The information provided is for general informational purposes only and should not be considered as professional advice. Readers are encouraged to explore their own views and to read as much as possible on this topic.