Synonymous with free and uncontaminated space since forever, mountains have been confronted with the transformations imposed by climate change, pollution, and mass tourism. In response, the efforts of those seeking to recover mountain authenticity sustainably are being strengthened: local communities, institutions, and, above all, companies.

“It is increasingly evident that consumers do not base their purchasing decisions only on the value or price of the product, but also take into consideration what the brand communicates and how it acts,” explains Daniele Denegri, founder and CEO of the communications agency Green Media Lab. “Customers increasingly expect companies to have a defined position with respect to sustainability, ethics, and transparency. Various research shows that most consumers place more responsibility for leading change on companies than on institutions.”

Green Media Lab is an integrated communication strategy hub consisting of several business units: ESG Consulting & Strategy, PR & Digital PR, Social Media, and Art Direction, connected to the outdoor world since its creation. “When we started 12 years ago,” Denegri says, “we understood an important message from the companies in the sector: a specialised communication agency capable of telling the technical characteristics of certain brands, but also able to translate them with the correct approach for the lifestyle and fashion world, was missing. Today we are a point of reference for the sector and work with leading brands such as Patagonia, Vibram, La Sportiva, Polartec, Asics, and North Sails, but we have also expanded into the technology, lifestyle, beauty, and healthy food sectors.”

Patagonia, La Sportiva, and Vibram examples

Patagonia itself, which was the agency's first client, "has set the standard in terms of sustainability," Denegri says. "It was among the first to push for a shift from so-called industrial cotton to organic cotton, and the first to open a repair program to everyone to extend the life cycle of products." This is the Worn Wear Climb Tour project, which saw two traveling repair workshops in 2024 for Patagonia products and any brand.

Repairability is also a value for La Sportiva, which is involved in mountain footwear and apparel. In its Sustainability Report 2023, it explains how after about 78 uses, the sole of a climbing shoe would need to be replaced. But in the meantime, the shoe has adapted to the user's foot and resoling allows this technical functionality to be prolonged. Repair is then at the heart of the Repair If You Care campaign by Vibram, which manufactures high-performance rubber soles for outdoor activities and beyond, and which – the launch press release states – has in its DNA “the concept of resoling as a sustainable approach since the 1950s.”

The importance of ESG consulting and social responsibility

“When we encounter realities with already such a pronounced value identity and focus on sustainability,” Denegri explains, “our role is to narrate and enhance what they do. In this, “ESG consulting is an added value, helping companies to stay in line with the sustainability principles they preach.” This is precisely the model adopted with Camp, a company of products for mountain sports and activities, which Green Media Lab supported with a 360-degree ESG consultancy, starting with an in-depth analysis and arriving at the development of a short-, medium- and long-term strategic plan, which, Denegri explains, “defined the direction for the future but also reinforced the company's commitment to responsible and sustainable management.”

“I believe," he concludes, "that a company that is attentive to ESG issues can generate both profit and well-being and has the task of fostering a responsible culture among other businesses. This is precisely what the Green Media Lab tries to do with its own initiatives, such as The SOStainables. It is a competition for emerging digital communication projects on environmental and social issues that on the 30th of May awarded – with Stefano Mancuso, Giovanni Storti, Francesca Romana Rinaldi, and Sciakè Bonadeo on the jury – Carlotta “Lotta” Sarina, an activist-musician who uses social media with inventiveness in her environmental battle.

This article is also available in Italian / Questo articolo è disponibile anche in italiano

Cover image: Daniele Denegri