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How outdoor industry marketing promotes an image of “the wilderness” as an unpeopled haven

Marketing the Wilderness analyzes the relationship between the outdoor recreation industry, public lands in the United States, and Indigenous sovereignty and representation in recreational spaces. Combining social media analysis, digital ethnography, and historical research, Joseph Whitson offers nuanced insights into more than a century of the outdoor recreation industry’s marketing strategies, unraveling its complicity in settler colonialism.

Complicating the narrative of outdoor recreation as a universal good, Whitson introduces the concept of “wildernessing” to describe the physical, legal, and rhetorical production of pristine, empty lands that undergirds the outdoor recreation industry, a process that further disenfranchises Indigenous people from whom these lands were stolen. He demonstrates how companies such as Patagonia and REI align with the mining and drilling industries in their need to remove Indigenous peoples and histories from valuable lands. And he describes the ways Indigenous and decolonial activists are subverting and resisting corporate marketing strategies to introduce new narratives of place.

Through the lens of environmental justice activism, Marketing the Wilderness reconsiders the ethics of recreational land use, advocating for engagement with issues of cultural representation and appropriation informed by Indigenous perspectives. As he discusses contemporary public land advocacy around places such as Bears Ears National Monument, Whitson focuses on the deeply fraught relationship between the outdoor recreation industry and Indigenous communities. Emphasizing the power of the corporate system and its treatment of land as a commodity under capitalism, he shows how these tensions shape the American idea of “wilderness” and what it means to fight for its preservation.

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Winner of the 2026 Western Writers of America Spur Award for Best Western Contemporary Nonfiction
Winner of the 2025 Nature and the Environment National Outdoor Book Award 

“The essential purpose of Saving the Big Sky is to inspire the reader to help conserve even more of Montana,” write Bruce Bugbee, Robert Kiesling, and John Wright in this compelling study of how six million acres of biodiverse land were conserved in Montana over the past fifty years. Indigenous and non-Indigenous knowledge about land stewardship has evolved and since the 1970s tribes, nonprofit organizations, land trusts, and government agencies have conserved land in many creative ways. Beautifully illustrated with more than ninety color photographs and thirty detailed maps, Saving the Big Sky showcases land conservation achievements across eight regions of the state: the Rocky Mountain Front, the Blackfoot Valley, the Greater Yellowstone, the Missoula Region, the Helena Region, Northwest Montana, the Flathead Indian Reservation, and the American Prairie.

Land protection is shown to work best when large, intact, connected landscapes can be conserved, rather than small, fragmented, isolated parcels. Conservationists have found that landowners in Montana more widely accept conservation easements and other voluntary, financially compensating tools that respect private property rights. The brilliant images and striking before-and-after maps featured here celebrate the ranches, farms, wildlife habitats, and scenic open spaces that are forever safeguarded.

In documenting conservation accomplishments and suggesting what more can be done, Saving the Big Sky invites readers to participate in conserving Montana—or whatever cherished landscape they call home.