(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.

Just Posted

Community Futures launches cannabis consultation program

The Cannabis Business Transition Initiative helps businesses move into the legal economy

Nelson receives over $400,000 in gaming grants

The annual funds are handed out to non-profit sports and arts organizations

Kootenay Patricks assemble to take on Montreal Canadiens alumni

The charity game takes place Jan. 23 in Nelson

Nelson council members display their October household plastic

The initiative was part of plastic awareness month

Nelson’s first cannabis store opens

Kootenay Cannabis Tree has been operating since Nov. 1

VIDEO: Disney Plus adds disclaimer about racist stereotypes

Disney’s disclaimer is a good way to begin discussion about the larger issue of racism

Vancouver police officer charged with sexual assault in apparent off-duty incident

Jagraj Roger Berar, 51, of Surrey, charged in incident alleged to have happened in Whistler

CN Rail confirms job cuts as weakening economy cuts into freight volumes

Railroad also said it was affected by a slowdown in the B.C.’s forestry sector

Port Alberni mom takes school district to court over Indigenous smudging, prayer in class

Candice Servatius, who is an evangelical Christian, is suing School District 70

New case of vaping-related illness in Quebec brings national total to 8

Quebec health minister considering tightening the rules around vaping products

Greens to vote against Liberal throne speech unless carbon targets toughened: May

Green leader Elizabeth May and Prime Minister Justin Trudeau met Friday, discussing common ground

First Nations ‘optimistic’ about road upgrades after Horgan visits site of fatal bus crash

Premier travelled Bamfield Main road, where bus flipped last September and two students were killed

Princeton couple pays for dream vacation with 840,000 grocery store points

It’s easy if you know what you are doing, they say

Most Read