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.