The Instagram post from Judith Kasiama that sparked MEC’s diversity initiative. (jujumil/Instagram)

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

Blackfalds RCMP seeking information on activities of stolen Fountain Tire Truck

Blackfalds RCMP recovered truck following earlier collision and car-jacking

MNP Canada Games Torch Relay coming to Lacombe

Torchbearers will carry the torch on a 4.64 km loop around Cranna Lake

Blackfalds RCMP on scene of school bus collision and car jacking

RCMP are looking for a silver 2012 Mitsubishi Outlander with Alberta license plate BNR655

Oil and Gas researcher Vivian Krause to speak in Lacombe

UCP fundraiser brings in researcher claiming to expose dirty American lobby money in Canada

2-for-1: Total lunar eclipse comes with supermoon bonus

On Sunday night, the moon, Earth and sun lined up to create the eclipse, which was visible throughout North and South America

Top Canadian athletes inducted into the Canada Games Hall of Honour

Athletes doing incredible things for communities are inducted into Hall of Honour, says Games CEO

New Canada Food Guide nixes portion sizes, promotes plant-based proteins

Guide no longer lists milk and dairy products as a distinct food group

Red Deer RCMP arrest man after truck collides with six vehicles

No one was injured and the male driver was restrained by a nearby resident until police arrived

Liberals look to make home-buying more affordable for millennials: Morneau

Housing is expected to be a prominent campaign issue ahead of October’s federal election

Blackfalds welcomes Canada Winter Games Torch Relay

Canada Games run Feb. 15th to March 3rd

Man accused of threatening to kill ‘as many girls as I see’

Christopher W. Cleary wrote he was angry because he’d never had a girlfriend and wanted to ‘make it right’ with a mass shooting

Cannabis-carrying border crossers could be hit with fines under coming system

Penalties are slated to be in place some time next year

Most Read