Robin Thurston, CEO of Outside Inc., has a stark warning for modern consumers: screen addiction is “the new tobacco.” Thurston argues that Silicon Valley has spent years engineering platforms designed to trap users indoors, capturing attention at the expense of mental health and physical wellbeing. His views gained broader context after a Los Angeles jury found Meta and YouTube negligent in a social media addiction case, ordering roughly $6 million in damages — one of thousands of similar lawsuits now moving through California courts.
Technology as a Tool, Not the Enemy
Thurston isn’t calling for a tech ban. Instead, he believes the same behavioral mechanics that keep people glued to screens can be redirected to pull them outdoors. He points to Pokémon Go as proof — Niantic used the same engagement tactics as Facebook and Instagram but drove millions into parks and streets. Outside Inc. is applying that same logic, using its trail apps, mapping tools, and outdoor publications like Outside and BACKPACKER to lower the barrier between inspiration and participation.
Partnerships and Experiences Drive the Strategy
Thurston sees partnership as the most powerful weapon in this fight. Outside Inc. has aligned with Jeep, REI, and Marriott Bonvoy to build experience-driven products that reward time spent in nature. The company is also hosting Outside Days, a four-day outdoor festival in Denver beginning May 27th. Thurston believes consumer behavior is already shifting from product purchases toward experiences — a trend that places Outside Inc. at the center of a growing cultural moment.
“I don’t believe that anyone on their deathbed will wish they had more screen time,” Thurston says.