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.
香蕉视频直播淗istorically, the models we香蕉视频直播檝e used in our catalogues and campaigns and on have been predominantly white,香蕉视频直播� CEO David Labistour said.
香蕉视频直播淎nd this imagery has perpetuated the vastly incorrect notion that people of colour in Canada don香蕉视频直播檛 ski, hike, climb or camp. This letter is about recognizing the role we香蕉视频直播檝e played in under-representing people of colour in the outdoors, and committing to change. It香蕉视频直播檚 not okay.香蕉视频直播�
The retailer said its campaign was sparked after a post last March from Judith Kasiama, an avid hiker and a Vancouver-area Instagrammer.
香蕉视频直播淭here seems to be a narrative that [black and Indigenous people of colour] don香蕉视频直播檛 enjoy the outdoor compare to their white friends,香蕉视频直播� Kasiama wrote.
香蕉视频直播淭his is not rooted in actual reality but a myth perpetuated by marketing that caters to predominately white audience.香蕉视频直播�
She tagged several outdoor recreation companies in her post, including MEC, Arcteryx and Helly Hansen, and said the brands 香蕉视频直播減aint a narrative that people like me don香蕉视频直播檛 enjoy the outdoors.香蕉视频直播�
Later that month, Kasiama said the company responded to her post and signed her on as MEC 香蕉视频直播渙utdoor nation ambassador.香蕉视频直播�
香蕉视频直播淭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,香蕉视频直播� Kasiama said in a video posted to the MEC website.
香蕉视频直播淩epresentation matters because role models define what香蕉视频直播檚 possible.香蕉视频直播�
The company released several videos with more diverse representatives, and said it香蕉视频直播檚 committing to a more varied board of directors.
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