There can be little doubt that the election of Donald Trump has emboldened racists, homophobes and bigots not only across the USA but also around the world. A growing number of people are actively opposing the ‘normalisation’ of hate. Many people and even businesses who would normally consider themselves to be ‘non political’ are finding that they need to speak up and get active.

One simple example of this has been the outdoor industries becoming active in opposing Donald Trump’s anti environment agenda.

Another example of (perhaps unexpected) opposition to bigotry and homophobia comes from the ski resort of Aspen Snowmass in Colorado, who have launched a campaign to clearly explain the core values of the resort: based on unity and non-discrimination.

Aspen Snowmass resort says:

This past spring you might have seen four big, meaningful words standing tall on the mountains. Some came and went quickly. (You can only hang giant letters from a gondola cable for so long). Others stayed for a while. In all cases, they represent the intersection of values, principles and ideas that Aspen Snowmass holds close. But what’s the point? We believe there’s never been a more important time to proclaim from the mountaintops what we stand for, and embrace what brings us together as people. It’s #TheAspenWay.


Is love a choice you make, or something that chooses you? It’s both—that’s the magic. Aspen fell for Gay Ski Week in the 1970s. Only regret is not finding each other sooner. The question now is how we open our hearts even bigger. Not just to people, but to the whole world around us. Love—it’s #TheAspenWay.


The mountains don’t discriminate. Neither do we. Neither should anyone. Ethnicity, religion, race, gender-identity. We’re better together. On the mountain, at work, as a nation, as members of the human race. It’s easy to give in to fear of the different. Please, don’t. Unity—it’s #TheAspenWay.


Respect requires more than leaving things be. Sometimes it means taking a stand for something. Like the environment, so the next generation can ski or ride. Or the value of science and the certainty of facts. Because the mountains were here first. Respect—It’s #TheAspenWay.


That knot in your stomach? It’s a sign you’re about to do something uncomfortable, risky even. Could be dropping into a big line or heading to a peaceful protest. Could be speaking up when it’s not easy or listening when it’s even harder. Bottom line: it’s always worth it. Commit—it’s #TheAspenWay.

You can find out about the campaign here.

Crested Butte, Colo, Jan 2017.