One way outdoor-gear companies could help improve their image and be more effective would be to put some of the millions spent on advertising and sponsorships into conservation organizations (HCN, 7/23/12, 'The Hardest Climb'). Sponsor field biologists, conservation groups and field stations rather than athletes. Biologists use these companies' equipment just as much, and often have more access to the public as well. Sponsoring conservation events and field stations can help companies gain an audience with people who are likely to buy their products. Every grassroots NGO is in need of money. Any help from the outdoor-gear industry will be greatly appreciated and have great returns.