【西街观察】始祖鸟“失足”，大自然不是秀场

Core Viewpoint - The incident involving the firework display by the brand "始祖鸟" (Arc'teryx) in the environmentally sensitive region of the Himalayas has sparked significant public backlash, raising questions about the brand's commitment to ecological responsibility and the appropriateness of such marketing strategies in fragile ecosystems [1][4]. Group 1: Environmental Impact - The firework display's environmental impact in the fragile high-altitude ecosystem remains difficult to assess systematically, necessitating ongoing observation [3]. - Experts have raised concerns about the effectiveness of the protective measures taken by the organizers, such as using salt bricks to guide small animals away from the area, questioning their actual impact on wildlife [2]. - The region is recognized as one of the most important ecological barriers globally, and human-induced damage is often irreversible, requiring extensive time for recovery [3]. Group 2: Brand Image and Marketing Ethics - The incident has led to a reevaluation of the brand's identity as an outdoor company, questioning why a brand that promotes "closeness to nature" would engage in environmentally harmful activities [4]. - The marketing strategy of leveraging events or topics for promotion is common, but it must adhere to cultural consensus, legal boundaries, and ethical standards [4]. - The use of art as a justification for environmental degradation is seen as a misinterpretation of art's essence and an affront to nature-loving consumers [4].