Industry could start to broaden the reach of the sport by starting with trails/pumptracks/DJs right were people live. Get kids of all backgrounds on this stuff, then we actually start to branch out from the current "rich ski town" demographic.
This is where the big brands could step up and make a difference beyond just marketing. Build trails/parks/jumps where kids live, and make them fun as hell on basic bikes. It would take real dollars, real coordination, and it's not a short-term solution.
I can't remember where I read the article, maybe here or Freehub, but there's a guy working with first nations finding trail funding and building trails with them. That's exactly an example of how to get real things done. So rad.