Vermont rescue calls spike as social media nudges skiers into risky terrain

A mountain rescue team covering Vermont’s tallest peak reports a sharp rise in calls tied to inexperienced skiers over the past few years-an uptick they link to social media posts glamorizing off-piste lines. The dynamic is familiar: spectacular clips travel fast, geotags and comments make remote terrain feel accessible, and a subset of viewers follows the breadcrumb trail without the skills, gear, or local knowledge to match. The key takeaway here: attention economics rewards the most dramatic footage, but the real-world externalities-more rescues, strained local teams, and preventable injuries-are catching up.

What this means for creators: context is content. If you post backcountry or sidecountry footage, pair it with conditions, required skills, and safety cues. Consider skipping precise geotags, add clear risk disclosures, and avoid implying “anyone can do this.” Worth noting for brands: brief against glorifying recklessness, require safety practices in creator contracts (helmets, partners, guides where relevant), and audit UGC you amplify. A single viral clip can become a liability if it inspires copycat attempts and lands in a rescue log. For platform teams, this is another reminder that policies on dangerous acts aren’t just PR-they shape behavior at scale. Expect more scrutiny of content that normalizes high-risk activities without safeguards.

The bigger picture: this isn’t about skiing alone. We’ve seen similar rescue spikes around cliff jumps, remote hikes, and fragile park sites. What’s actually changing is volume and visibility; there’s more outdoor content, more often, reaching broader audiences with fewer barriers to imitation. For social leads planning winter campaigns, blend aspiration with responsibility-highlight local guidance, route planning, and conditions, and celebrate smart decision-making as much as the epic shot. The audience won’t bounce because you added safety context; they’ll trust you more. The key takeaway here: influence creates real-world foot traffic. Treat safety like brand safety-bake it into the strategy, not the caption afterthought.