Outside Inc. CEO Compares Screen Addiction to Tobacco, Advocates for Outdoor Engagement
This CEO Says Screen Addiction Is ‘the New Tobacco.’ Here’s What His Company Is Doing to Fight Back

Image: Entrepreneur
Robin Thurston, CEO of Outside Inc., likens screen addiction to tobacco, highlighting the need for outdoor engagement as a remedy. His company aims to inspire outdoor activities through innovative experiences and partnerships, addressing the challenge posed by tech giants in capturing consumer attention.
- 01Thurston believes screens are as addictive as tobacco, with tech companies prioritizing user engagement.
- 02A Los Angeles jury recently found Meta and YouTube negligent in a case related to social media addiction.
- 03Outside Inc. operates various outdoor publications and apps to encourage outdoor participation.
- 04The company is hosting 'Outside Days,' a festival to promote outdoor culture and activities.
- 05Thurston emphasizes the importance of partnerships in the outdoor industry to compete against tech giants.
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Robin Thurston, CEO of Outside Inc., asserts that screen addiction is akin to tobacco addiction, attributing this to the design of tech products that keep users indoors. He cites a recent case where a Los Angeles jury ruled against Meta and YouTube for their role in promoting addictive features that contribute to mental health issues. To combat this, Outside Inc. focuses on inspiring outdoor activities through its publications and apps, aiming to reduce barriers for those unfamiliar with outdoor pursuits. A key initiative is 'Outside Days,' a four-day festival in Denver that combines music, sports, and wellness activities to foster a culture of outdoor engagement. Thurston advocates for leveraging technology to encourage outdoor experiences, noting that successful applications like Pokémon Go have effectively used similar engagement strategies to promote physical activity. He believes that partnerships with other brands, such as Marriott and REI, will be crucial in redefining the outdoor industry, emphasizing a shift from product-centric to experience-centric consumer behavior. Ultimately, he envisions a collaborative approach to inspire communities to increase outdoor participation, countering the pervasive influence of screen time.
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The initiatives by Outside Inc. aim to promote outdoor activities, potentially improving mental health and community engagement.
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