(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

Kindness catches on in Aldergrove amid cold weather

From shoveling to jump starts, many residents acted to ensure the safety of others

Snowy freeway crashes in Aldergrove ‘overwhelm’ fire crews

Luckily, no firefighters were seriously injured during last week’s weather warnings

Kodiaks clock another win in mad dash for playoffs

The bears took down the White Rock Whalers 5-4 in overtime

Borrow $8 billion for Fraser Valley rail link, Abbotsford mayor urges province

Henry Braun urges province to borrow billions to connect Abbotsford & Chilliwack to Metro Vancouver

Anti-pipeline protests in support of Wet’suwet’en continue at B.C. government buildings

‘We are unarmed, they have guns,’ protesters chanted on Wednesday morning

Four things ‘not’ to do if you run into Prince Harry and Meghan in B.C.

Here is a list of some things you definitely should NOT do, according to the BBC

Harry and Meghan should cover their own security costs: NDP heritage critic

The prince, Meghan Markle and their eight-month-old son Archie are reportedly staying at a mansion near Victoria

Theo the 800-pound pig trimmed down and still looking for love on Vancouver Island

“He’s doing really well, lost quite a few pounds and can run now.”

Pooches Jasper and Jake bring comfort to Abbotsford Police Department

Comfort dogs there for cuddles and play time when needed

One dead following pedestrian collision in South Surrey’s Campbell Heights

Incident occurred just after 7 a.m. on 24 Avenue near 188 Street

Horgan unveils B.C. cabinet shuffle changes

Premier John Horgan has made three major changes to his cabinet

Dog reunited with Tofino owner, months after being taken from beach

Shannon Boothman ‘ecstatic’ at pet’s return after a tip leads to social media search

B.C.’s first ride-hailing app to launch in Tofino, Whistler in February

The Whistle! app will be available in Tofino on Feb.1 and in Whistler Feb. 6.

Most Read