Tech, Screens, and the Outdoor Revival: A New Battle for Our Attention
Robin Thurston, CEO of Outside Inc., presents a compelling perspective on modern life’s most pervasive challenge: the screen. He argues that screens—ubiquitous in our daily routines—have become “the new tobacco,” a product engineered by Silicon Valley to capture and monopolize our attention.
Thurston’s viewpoint is backed by growing public and legal scrutiny. In a landmark case earlier this year, a Los Angeles jury found Meta and YouTube negligent for their roles in fostering social media addiction. The case involved a young woman who attributed her anxiety and depression to addictive design elements such as infinite scroll and autoplay. The companies were ordered to pay approximately $6 million in damages, signaling a shift in how society holds tech giants accountable for mental health impacts.
Against this backdrop, a cultural counter-movement is gaining momentum. Digital detox challenges and content encouraging users to “log off” are spreading widely, even on platforms originally designed to maximize screen time. Influencers quitting the very apps that built their fame are helping normalize stepping away from screens, reinforcing the growing awareness of the need for balance.
From Screen to Green: Nature as the Ultimate Antidote
For Thurston, nature is more than an escape—it’s a vital reset button. As an endurance athlete and cyclist, he equates time outdoors to a spiritual practice, a moment of meditation amid the overstimulation of modern life. This philosophy drives Outside Inc.’s mission to lower barriers to outdoor participation through storytelling, apps, mapping tools, and curated experiences.
One flagship initiative, Outside Days, exemplifies this approach. This four-day outdoor culture festival in Denver combines live music, fitness classes, films, wellness sessions, and talks focused on adventure and community. Partnered with the State of Colorado’s Outdoor Recreation Industry Office and supported by Capital One and REI Co-Op, the event aims to inspire millions to embrace outdoor activities.
By creating a seamless journey from inspiration to action, Outside Inc. addresses the friction many feel when starting outdoor pursuits. Their integrated approach—stories spark interest, digital tools enable planning, and events foster lasting habits—demonstrates how technology and nature can coexist in harmony.
Smart Use of Technology: Turning Behavioral Design Into a Force for Good
Thurston does not advocate abandoning technology but rather using it smarter. He highlights Niantic’s Pokémon Go as a prime example: the app employed engagement tactics familiar to social media platforms but redirected them to encourage outdoor exploration. Millions of users left their couches to roam parks and neighborhoods, blending digital interaction with physical activity.
The key insight is that the behavioral mechanics used by tech to capture attention—notifications, rewards, tracking—can be repurposed to motivate people to embrace the outdoors. Thurston applies this strategy at Outside Inc., leveraging his extensive background in digital innovation from roles at Under Armour to expand into travel, events, and partnerships that build community and memorable experiences.
This approach aligns with a broader consumer trend away from product acquisition toward experience buying. Today’s consumers increasingly prefer spending on adventures—like a fishing trip in Patagonia—over accumulating gear. Outside’s collaboration with Marriott Bonvoy International, which rewards members for adventure travel, exemplifies this shift toward immersive, nature-focused experiences.
Collaborative Power: Partnerships as the Future of Outdoor Engagement
Thurston acknowledges the massive challenge outdoor companies face in competing with tech giants whose sophisticated systems are designed to maximize screen time. With three children himself, he understands firsthand how difficult it is to keep young people engaged away from devices.
He likens the current situation to having “a paper clip in a gunfight,” emphasizing the scale imbalance. This is why he believes that collaboration—rather than isolated brand efforts—will define the next phase of the outdoor industry. Outside Inc. has formed partnerships with companies like Jeep and REI, and Thurston envisions a broader coalition that includes airlines, hotels, parks, and outdoor brands working together.
Potential campaigns could encourage states, schools, and communities to compete in outdoor activities, supported by apps and reward systems that make spending time outside more social and engaging. The momentum for such initiatives is building, and with strategic coordination, they could significantly shift consumer habits toward healthier, screen-free experiences.
“I don’t believe that anyone on their deathbed will wish they had more screen time,” Thurston reflects, encapsulating the urgency and importance of this movement.
