| Summary: | Increasing population, finite resources, over-consumption, and unsustainable trends in business contribute to urgent and complex sustainability challenges in society. The intent of this research is to understand the role business can play in moving society toward sustainability, specifically by analyzing the strengths and weaknesses present in the outdoor industry. Evaluation of the outdoor industry using a lens of the FSSD highlights unique opportunities for the outdoor industry in moving society toward sustainability while addressing the complex challenges. Using the advantages of being cooperative and sharing the values of trust and a connection to nature, the outdoor industry has the potential to make a unique shift from the current profit-driven market economy. This thesis examines how the current operations of the industry can be more strategic, efficient, and impactful in moving consumers, business, and society in a transition toward sustainability.
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