Plymouth Sustainability and Surfing Research Group x Surfdome take aim at attitudes
Surfersvillage Global Surf News, 13 November, 2017 - Surfdome with their long-term partner PSSRG are setting out a broad research piece that will establish the current attitude towards sustainability in the board sports market.
Board sports brands, like most in the fashion, apparel and sports goods market operate in a fast paced market place and have the ability to alter their proposition from season to season. With attitudes changing towards product and brand offering sustainability credentials, perhaps in part due to readily available information and increased awareness, the demand for board sports brands to limit their effect on the environment is particularly high. Consumers have an ever increasing appreciation for the outdoor environment, often relying on natural areas to enjoy their chosen sporting discipline.
Brands within the board sports industry propose to be leading in some areas, catching up in others and seemingly lacking in many. Particular when compared with the exemplary outdoor market.
The research will seek to establish the industry’s current attitude towards sustainability, its understanding of current issues, outlook and plans to limit their businesses impact on them. It hopes to highlight areas where the industry outperforms others and encourage progress in areas that it underperforms.
The relationship between PSSRG and Surfdome is a mutually beneficial arrangement that sees sharing of information, access to the markets and its audience. All with the aim of driving sustainability in surfing and associated sports going forward.
Dr Gregory Borne director of PSSRG, said: ‘This is an exciting opportunity to explore the sustainability positions of a large number of brands within the surf, skate and snow sector. The research will provide a benchmark for exploring sustainability within this sector and directly inform policies and programmes that will shape the future of the market, and understand what is required for a transition towards sustainability. Surfdome is uniquely positioned with hundreds of associated brands to help understand what is needed to facilitate this change towards a more socially and environmentally sensitive way of doing business’
Adam Hall Head of Sustainability at Surfdome, said: ‘We understand that we not only need to deliver for our customers who now demand sustainable products, but we also need to help steer our customers and therefore market to a more sustainable industry. This research will help us understand where to focus future efforts. It’s paramount our market tred lightly on the natural areas we rely on for the activities we enjoy.’