(Wikimedia Commons)

Outdoor retailer MEC vows to boost diversity after online complaint

Mountain Equipment Co-op was criticized for perpetuating a white-only picture of the outdoors

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.

“Historically, the models we’ve used in our catalogues and campaigns and on mec.ca have been predominantly white,” CEO David Labistour said.

“And this imagery has perpetuated the vastly incorrect notion that people of colour in Canada don’t ski, hike, climb or camp. This letter is about recognizing the role we’ve played in under-representing people of colour in the outdoors, and committing to change. It’s not okay.”

The retailer said its campaign was sparked after a post last March from Judith Kasiama, an avid hiker and a Vancouver-area Instagrammer.

“There seems to be a narrative that [black and Indigenous people of colour] don’t enjoy the outdoor compare to their white friends,” Kasiama wrote.

“This is not rooted in actual reality but a myth perpetuated by marketing that caters to predominately white audience.”

She tagged several outdoor recreation companies in her post, including MEC, Arcteryx and Helly Hansen, and said the brands “paint a narrative that people like me don’t enjoy the outdoors.”

Later that month, Kasiama said the company responded to her post and signed her on as MEC “outdoor nation ambassador.”

“This 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,” Kasiama said in a video posted to the MEC website.

“Representation matters because role models define what’s possible.”

The company released several videos with more diverse representatives, and said it’s committing to a more varied board of directors.


@katslepian

katya.slepian@bpdigital.ca

Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Arson suspected in several wildfires lit near Fruitvale

RCMP making progress in arson investigation of Marsh Creek fires

Trail Blazers: Looking at the pioneers of leadership

Trail Blazers is a weekly historical feature in partnership with the Trail Museum and Archives

MP reflects on Okanagan-Kootenay travels

Richard Cannings is in his second term as MP for the South Okanagan-West Kootenay riding

Person steals sound system, Ipad from Rossland restaurant

Mook Thai Lounge staff have had to buy a new sound system at a cost of $700

Cancelling ‘Not an Option’ for Kidney March 2020

Kidney March organizers knew this year was going to look very different.

B.C. would not send students back to school if there was ‘overwhelming risk’: Horgan

Plan has left many parents across the province worried about their children’s safety

Canucks blank Wild 3-0, take series lead in penalty-filled NHL qualifying clash

Jacob Markstrom stops 27 shots to lead Vancouver past Minnesota

North Okanagan man chains himself to tree in protest of construction

Crews began work clearing space for a new facility Thursday, Aug. 6

VIDEO: A B.C business used robots to bring down concrete walls

Walco Industries is the only firm on Vancouver Island to use specialized robots for hydro-demolition

As CERB winds down, labour group asks Liberals to rethink EI

The government estimates four million people will be moved onto EI after CERB ends

Walmart to make face masks mandatory for customers across Canada

Requirement goes into effect on Wednesday, Aug. 12 across Canada

Practical fashion: Local designers make supplies for Nelson dentists

Surgical caps and gowns have been in short supply for dentists during the pandemic

Masks to be mandatory on BC Transit, TransLink starting Aug. 24

Both BC Transit and TransLink made the announcement in separate press releases on Thursday

Most Read