(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

PHOTOS: VicPD hoping to reunite stolen goods with owners after seizing items during traffic stop

Items recovered after officers stopped a vehicle driven by known property offender

Victoria council avoids 2020 deficit by deferring over $20 million in capital projects

The city will move ahead with hiring for two new positions

UPDATED: Three injured in Douglas Street crash involving impaired driver

Driver failed sobriety test, passenger arrested for possession of a controlled substance

VIDEO: U.S. Air Force pilot does fly-by for B.C. son amid COVID border separation

Sky-high father-son visit plays out over White Rock Pier

Greater Victoria Crime Stoppers wanted list for the week of Aug. 4

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

POLL: Should it be mandatory to wear masks when out in public?

B.C. is witnessing an alarming rise in the number of cases of… Continue reading

RCMP looking for missing teen in Comox Valley

Jenessa Shacter was last seen going for a walk in downtown Courtenay

B.C. wildfire crews have battled 111 blazes in the last seven days

Twenty-nine fires remain active, as of Friday (Aug 7)

‘We don’t make the rules’: Okanagan pub owner says staff harassed over pandemic precautions

‘If you have six people plus a baby, guess what? That’s seven’ - West Kelowna Kelly O’Bryan’s owner

T-Rex earns big bids at B.C. dino auction

Over 500 dino-themed lots sold to buyers from across North America

Remembering Brent Carver: A legend of Broadway who kept his B.C. roots strong

Over the years, the Cranbrook thespian earned his place as one of Canada’s greatest actors

Statistics Canada says country gained 419,000 jobs in July

National unemployment rate was 10.9 per cent in July, down from the 12.3 per cent recorded in June

Most Read