ASPEN SKIING COMPANY RELEASES 2018 SUSTAINABILITY REPORT in the style of Stan Lee
Departing from its usual format, Aspen Skiing Company’s (ASC) twelfth Sustainability Report is a graphic novel. The report highlights Aspen’s history and details the company’s story of how sustainability became one of ASC’s principal efforts.
The report follows ASC’s founding, its journey to find a mission beyond skiing, and the impact of the 2016 election on the company’s renewed commitment to community and the environment. It concludes with ASC’s very public stance in support of tolerance and climate action, and the resulting Give a Flake campaign, which evokes Elie Wiesel’s advice that: “We must always take sides. Neutrality helps the oppressor, never the victim. Silence encourages the tormentor, never the tormented. Sometimes we must interfere.”
More benignly, in true Sustainability Report form, the 2018 version includes data on ASC’s carbon emissions and philanthropic contributions.
“Nobody reads corporate sustainability reports – they’re too boring,” says Auden Schendler, senior vice president of sustainability and one of the report authors. “We decided it’s less important to deliver every detail. Instead, we try to tell the story of our strategic and philosophical evolution, with Batman-style graphics.”