192. Is it Possible to Build a Brand Around Advocacy Instead of a Product? with Matt Moreau

We can’t shop our way out of climate change. And we definitely can’t rely on capitalism to save the planet. But what happens when a brand tries to flip that script?

In the outdoor industry, we’ve seen a rising trend: companies weaving sustainability and advocacy into their marketing. But are those efforts genuine, or just another version of greenwashed consumerism? Can a brand really center advocacy over product—and still survive?

To explore this topic from a brand’s perspective, in episode 192 of the Outdoor Minimalist podcast, we’re talking with Matt Moreau.

Matt is the founder and CEO of The Landmark Project, an outdoor lifestyle brand known for its art-forward designs, sustainable apparel, and advocacy for public lands. Under Matt’s leadership, The Landmark Project has grown from a small, garage-based print shop into a nationally recognized brand sold in retail stores and national parks across the U.S. Passionate about connecting people with the outdoors, Matt has shaped the company’s mission around celebrating and protecting natural places through thoughtful design, meaningful partnerships, and a commitment to conservation.

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Landmark Project

Website: https://thelandmarkproject.com/

Instagram: https://www.instagram.com/thelandmarkproject

LinkedIn: https://www.linkedin.com/company/the-landmark-project/

TikTok: https://www.tiktok.com/@thelandmarkproject

Facebook: https://www.facebook.com/landmarkproject