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.
91裸聊视频淗istorically, the models we91裸聊视频檝e used in our catalogues and campaigns and on have been predominantly white,91裸聊视频� CEO David Labistour said.
91裸聊视频淎nd this imagery has perpetuated the vastly incorrect notion that people of colour in Canada don91裸聊视频檛 ski, hike, climb or camp. This letter is about recognizing the role we91裸聊视频檝e played in under-representing people of colour in the outdoors, and committing to change. It91裸聊视频檚 not okay.91裸聊视频�
The retailer said its campaign was sparked after a post last March from Judith Kasiama, an avid hiker and a Vancouver-area Instagrammer.
91裸聊视频淭here seems to be a narrative that [black and Indigenous people of colour] don91裸聊视频檛 enjoy the outdoor compare to their white friends,91裸聊视频� Kasiama wrote.
91裸聊视频淭his is not rooted in actual reality but a myth perpetuated by marketing that caters to predominately white audience.91裸聊视频�
She tagged several outdoor recreation companies in her post, including MEC, Arcteryx and Helly Hansen, and said the brands 91裸聊视频減aint a narrative that people like me don91裸聊视频檛 enjoy the outdoors.91裸聊视频�
Later that month, Kasiama said the company responded to her post and signed her on as MEC 91裸聊视频渙utdoor nation ambassador.91裸聊视频�
91裸聊视频淭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,91裸聊视频� Kasiama said in a video posted to the MEC website.
91裸聊视频淩epresentation matters because role models define what91裸聊视频檚 possible.91裸聊视频�
The company released several videos with more diverse representatives, and said it91裸聊视频檚 committing to a more varied board of directors.
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