Collaboration & Co-Creation Social & Environmental Impact

Now is the Time to put Public Lands at the Heart of Brand Purpose

Corporate sustainability is at a crossroads, and one of the clearest paths forward runs directly through our National Forests. At this year’s Sustainable Brands conference in October, SB’25 San Diego, a consistent theme emerged from conversations with corporate leaders: companies are seeking hope, future-focused investments, and opportunities to build deeper connections with consumers. In our session, “Why Public Lands Belong at the Heart of Brand Purpose,” we explored how America’s public lands — and National Forests in particular — offer a powerful way to meet those needs with tangible, shared outcomes.

Sponsored Content | By Dieter Fenkart-Froeschl and National Forest Foundation | Published 3 weeks ago | About a 3 minute read

Image: National Forests

From vision to relevance

In the late 1800s, American leaders such as Theodore Roosevelt recognized that healthy forests underpin healthy communities. National Forests were created not as static reserves, but as living experiments in how people and nature can coexist; places where purpose is grounded in landscapes that support daily life.

Today, the National Forest System encompasses 193 million acres — roughly 9% of the U.S. landmass — and continues to provide essential ecological and social benefits, including:

In short, they remain “lands of many uses” — a uniquely American symbol of resilience that sustains communities, economies, and ecosystems.

Purpose, not just philanthropy

Companies increasingly tell us that their customers expect visible action close to home. Aligning sustainability and marketing initiatives with America’s National Forests can help meet that expectation in a direct and relatable way. Public lands generally enjoy high public trust. Research from Heart & Mind Strategies shows that 87% of Americans view forest conservation as essential to the country’s future, and 76% express trust and favorability toward the U.S. Forest Service. The ability to deliver meaningful, measurable impact in an area with such strong nonpartisan support speaks for itself.

At their best, investments in National Forests contribute to healthier ecosystems, more resilient communities, and long-term stewardship — outcomes that align sustainability commitments with issues people care about deeply.

Authenticity in practice: Airstream

Airstream, a long-standing partner of the National Forest Foundation, provides a useful example. As Airstream CMO, Mollie Hansen, explained in our SB’25 San Diego session, Airstream’s ties to travel and exploration made the connection to public lands a natural extension of their identity.

Their support for forest restoration and recreation access wasn’t framed as traditional philanthropy. Instead, it reflected a core part of who they are and what their customers value. When people hitch up an Airstream and head out on the road, they’re not just traveling: they’re seeking experiences. Our National Forests make those experiences possible. This kind of alignment is what many brands and consumers are asking for: not abstract commitments, but clear, measurable results, such as acres restored, watersheds protected, trails maintained, communities engaged. Public lands provide a direct link between brand purpose and on-the-ground outcomes.

The U.S. Forest Service and the future

Gary Barrett, Director of the Office of Partnerships at the U.S. Forest Service, highlighted a key shift: expectations around land management are evolving. Companies are increasingly invited to participate not only as supporters, but as collaborators and problem-solvers. Several corporate leaders told us they value this shift because it allows them to contribute to long-term solutions rather than remain funders at the margins. This raises important questions for any company exploring this space:

Why now

As the United States approaches its 250th anniversary, many companies are thinking more about legacy and long-term responsibility. Public lands have always played a role in that narrative, but accelerating wildfire risks, changing recreation patterns, and evolving community needs add new urgency.

Marcus Selig, Chief Conservation Officer at the National Forest Foundation, noted that work on National Forests is inherently tangible: national in scope, local in implementation, and generational in impact. When companies invest in these landscapes, they support resilience, community well-being, and the shared natural resources that underpin our daily lives.

The stage is set for the next chapter. Caring for our forests has always been a collective endeavor, and that remains true today. Companies have a meaningful role to play in stewarding these places for future generations, while advancing their own sustainability goals along the way.