The Glossy Marketing of the Wilderness
Update: 2025-08-13
Description
The Paddle and Portage Podcast team spent time paddling and talking around a fire with Minnesota author Joe Whitson in early August. Joe is the author of the new book, “Marketing the Wilderness.”
Joe’s book pulls back the curtain on the outdoor recreation industry, on the glossy images, the feel-good branding, the well-meaning campaigns, and asks, “What’s being left out?” It traces how the idea of “wilderness” in the U.S. was built through marketing strategies that romanticize land as empty and pristine, while erasing the Indigenous people who’ve always been there.
Joe discusses the concepts he raises in his book on this episode of the podcast.
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