Sustainable transitions in the surfing sector. The role of risk and branding.

This paper explores a theoretical and empirical discussion of the ability of business form a particular sector to transition towards sustainability. The paper contextualises the discussion within the theoretical framework of a 'Risk Society' as outlined by Ulrich Beck. In particular, the paper highlights the relationship between sustainable development, and what Beck describes as the emergence of an emancipatory catastrophism. This theoretical framework is then applied to a novel approach for exploring sustainability through the process of branding ultimately highlighting an industry's receptiveness to the United Nations Sustainable Development Goals. Uniquely, this paper challenges and expands on the narrative of branding as a discursive process that moves beyond a narrow marketing framework. Using a mixed methods approach of in‐depth observation, interviews and surveys, the paper focuses on a case study of the largest lifestyle retailer in the surf skate and snow sector. The empirical research is applied both within the case study company itself and over 300 brands in the surf skate and snow sector. Results point to a receptiveness to embedding the sustainable development goals in business models whilst highlighting the challenges that exist from both a business operation and resourcing perspective through to external factors. Furthermore, results highlight the disparity between internal business processes and the process branding. A typology is presented that highlights the relationship between business, the sustainable development goals and theoretical debates. [ABSTRACT FROM AUTHOR]