Sustainability and The Future Snowsports Consumer: Moral Injury, Eco-Accountability and Sustainable Innovation

In a sector increasingly exposed to the realities of our damaged climate, demonstrating a genuine commitment to eco-accountability will be crucial for snowsports brands to maximise their appeal to the consumers of the future. This presentation will contextualise sustainability efforts and innovations in the snowsports industry against WGSN’s consumer persona expertise. Key 2026 consumer sentiments of Moral Injury and Rational Optimism will be examined for their impact on brand appeal and willingness-to-pay for snowsports manufacturers with enhanced sustainability credentials.