An outdoor recreation retailer is vowing to increase diversity in its online ads and workforce after being called out on social media.
In an email sent to members Monday, Mountain Equipment Co-op said the company had let them down.
害羞草研究所淗istorically, the models we害羞草研究所檝e used in our catalogues and campaigns and on have been predominantly white,害羞草研究所� CEO David Labistour said.
害羞草研究所淎nd this imagery has perpetuated the vastly incorrect notion that people of colour in Canada don害羞草研究所檛 ski, hike, climb or camp. This letter is about recognizing the role we害羞草研究所檝e played in under-representing people of colour in the outdoors, and committing to change. It害羞草研究所檚 not okay.害羞草研究所�
The retailer said its campaign was sparked after a post last March from Judith Kasiama, an avid hiker and a Vancouver-area Instagrammer.
害羞草研究所淭here seems to be a narrative that [black and Indigenous people of colour] don害羞草研究所檛 enjoy the outdoor compare to their white friends,害羞草研究所� Kasiama wrote.
害羞草研究所淭his is not rooted in actual reality but a myth perpetuated by marketing that caters to predominately white audience.害羞草研究所�
She tagged several outdoor recreation companies in her post, including MEC, Arcteryx and Helly Hansen, and said the brands 害羞草研究所減aint a narrative that people like me don害羞草研究所檛 enjoy the outdoors.害羞草研究所�
Later that month, Kasiama said the company responded to her post and signed her on as MEC 害羞草研究所渙utdoor nation ambassador.害羞草研究所�
害羞草研究所淭his gives me a chance to extend the conversation, speak directly to a young diverse audience and help them make the change they want to see in the world,害羞草研究所� Kasiama said in a video posted to the MEC website.
害羞草研究所淩epresentation matters because role models define what害羞草研究所檚 possible.害羞草研究所�
The company released several videos with more diverse representatives, and said it害羞草研究所檚 committing to a more varied board of directors.
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