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Rivian said last week that it has partnered with environmental advocacy group Tread Lightly! to advance stewardship education for electric vehicle (EV) offroaders. The company says that as more of its products reach customers - and the trails - it will be important to understand that stewardship and conservation go further than their vehicle choices.
To realize this goal, Rivian is putting together a team of educators called Master Tread Trainers who will keep drivers and the wider community informed about Tread Lightly!'s T.R.E.A.D principles for off-roading.
Those principles encompass traveling responsibly through designated areas, respecting the rights and property of others, educating yourself on the area and applicable regulations, avoiding sensitive areas and making sure to model appropriate behavior.
For Matt Caldwell, director of the stewardship group, the name of the game is getting everyone on the same page about who's responsible for public lands. He told Newsweek that despite technically being managed by governments, it's up to individuals to fully protect them.
"I think at its simplest, it's being respectful and responsible," he said. "When you're recreating, people have the idea that 'public land is my land, I own it.' Well, if you own something, you have a responsibility to take care of it."
While state and federal land managers do their bit, they're usually challenged by lack of resources and adequate manpower.
"We've seen a massive influx in recreation use in the last two years," he explained. "We need to come alongside them and support them in their efforts. That's part of our responsibility."
Caldwell says that people inside Rivian are already being trained for the position.
In a press release, the company's lead tread trainer Matt Gaskins said that its vehicles present an opportunity to spread education on trail stewardship.
"Our partnership with Tread Lightly! allows us to amplify and share their message and educational resources, which we hope has a force multiplying effect, with us inspiring our community to adhere to T.R.E.A.D. principles and they, in turn, share and educate others along the way."
Those principles are being internalized as part of Rivian's culture, according to Caldwell, which he sees as a good precursor for spreading the organization's stewardship message.
"Getting their workforce as a whole involved has the opportunity to spread that message far beyond Rivian," he said.
Beyond that, he'll be watching for the potential ripple effects, seeing how far the principles spread from within the company. He's also interested in seeing those words turn into actions.
"The last thing is the stewardship efforts," he said. "What is the project work? What is the boots-on-the-ground work that's been done to restore or protect our public lands?"
