Protect Our Winters held its first Brand Advocacy Day in Amsterdam, uniting brands, NGOs, and policy experts to push for stronger climate policies in Europe.

Advocacy as a strategic necessity

Europe’s climate policy is at a turning point. Decisions being shaped in Brussels today will determine how the continent tackles emissions, biodiversity loss, and resource use for decades to come. These choices are not made in isolation, and the corporate sector plays a critical role. Advocacy is no longer optional for companies that rely on a stable climate; it’s a strategic necessity.

On September 24, Protect Our Winters (POW) hosted its first Brand Advocacy Day in Amsterdam, bringing together outdoor and winter sports brands, NGOs, and policy experts to explore how business voices can help raise Europe’s climate ambition.

Pascale Moreau and Arthur Faure from Ohana Public Affairs.

Why timing matters

The urgency of the event was clear: Brussels is navigating a series of pivotal policy debates, from emissions targets to nature restoration. As Pascale Moreau and Arthur Faure at Ohana Public Affairs emphasized during the day, the coming months represent a narrow window of opportunity to push for ambitious solutions. Waiting on the sidelines is not an option; corporate silence risks reinforcing the status quo.

Instead, when companies engage credibly in the policy process, they can amplify trust and reach in ways that NGOs and citizens alone cannot.

“It was a treat to exchange with progressive voices, both companies and individuals,” reflected Pascale Moreau, Founder and MD at Ohana Public Affairs after the event.

“Together, we explored creative and collaborative strategies to secure EU climate policies. The energy was high. I am excited to see the ideas and new collaborations unfold in the coming months.”

Lessons from business leaders

Presentations from Tim de Broekert at Tony’s Chocolonely, and Vincent Stanley and Louise Brierley-Ingham at Patagonia demonstrated what meaningful advocacy looks like in practice.

For Tony’s, advocacy begins with accountability: sourcing directly from cocoa farmers in Ghana and Côte d’Ivoire, challenging systemic exploitation, and pushing for fairer supply chains across the industry. As their team made clear in Amsterdam, advocacy is not an add-on to business; it is woven into their mission.

Patagonia, meanwhile, has spent decades proving that companies can balance commerce with activism. From material innovation to donating all profits to environmental causes, the brand continues to show how credibility and consistency build influence. Their message to peers? Advocacy succeeds when it aligns with core values and is backed by real action.

The POWer of collaboration

The day also highlighted how brands and NGOs can align efforts. With insights from Tycho Vandermaesen and Florian Martinez-Buathier at WWF, Dennis Dietrich at Atomic, Jan van Mossevelde at Icebreaker, Ben Pearson at VF, Damian Phillips at POC, and other partners, participants explored pathways for collaboration that strengthen both trust and impact. Workshops demystified the policy process, making EU decision-making more accessible for business leaders who want to engage but don’t know where to begin.

As discussions unfolded, a shared vision emerged that corporate voices, when combined with the expertise of NGOs and the urgency of citizen movements, can shift what is politically possible.

“The insights shared by brands and NGOs at Brand Advocacy Day showed that systemic change is possible and that it happens when we work together,” shares Cat Ainsworth, CEO at Protect Our Winters UK.

“Responsible businesses are taking the time to understand how deeply sustainability practices must be embedded and which policies need to shift to support them. They are the best examples of imperfect advocacy, taking accountability for challenges and proactively fixing them. Protect Our Winters is here to work alongside businesses, ensuring their voices drive meaningful change for the outdoor community.”

Building a movement

Brand Advocacy Day was more than an event; it was a starting point. With over 60 participants from across Europe, the day built momentum toward a more coordinated approach to corporate advocacy in the outdoor and sports sector.

POW in Europe is made up of 10 national non-profit organizations, all banding together under POW Europe. Its mission remains clear: to rally the outdoor community, athletes, scientists, creatives, and businesses alike, to lead on climate action. By equipping brands with the tools and confidence to step into policy debates, POW hopes to expand the movement for ambitious, fair, and science-based solutions.

The message from Amsterdam was unmistakable. If Europe is serious about meeting its climate goals, corporate voices must be part of the solution. And the time to act is now.

What’s next for POW in Europe?

Brand Advocacy Day was not an endpoint – it was a starting line. Here’s what’s ahead:

• Closer to influence. POW Europe will relocate its headquarters to Brussels, positioning us at the heart of EU decision-making.
• Building capacity. A 2026 Advocacy Plan is already underway, offering regular opportunities for brands to engage and shape policy.
• Expanding collaboration. We’re joining forces with like-minded NGOs such as EOCA and IGOT to present a shared agenda at ISPO Munich, broadening our focus to conservation, accessibility, and inclusion alongside climate.
• A unique voice. Every time we’re in Brussels, we hear the same message: the POW voice, our brands, athletes, and community, is unique, refreshing, and urgently needed in the traditional advocacy space. Not only does it deserve to be heard, it must be heard.

What’s next for you as a brand?

• Coffee time. Brussels, or any national capital, can feel like a bubble, even intimidating. A big takeaway from Brand Advocacy Day: reach out and start conversations. Connect with people at organizations like POW or WWF, or with brands like VF, who have teams leading on government affairs. They can help you navigate the landscape.
• Listen. Follow key thought leaders for more information and insight. We suggest Ohana Public Affairs, WWF, EEB, FESI, CAN-EU, and others. Don’t forget to track the major institutions themselves.
• Mapping and alignment. Policies are moving fast, and so are you as a brand. Align your brand’s mission and strategic priorities with what’s happening in Brussels. Where they overlap is where you can have the biggest impact.

Photos: Yasmine Wiersema