(Wikimedia Commons)

(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

Cedar Valley Lodge, LNG Canada’s newest accommodation for workers at the LNG Canada Project site in Kitimat. The most recent outbreak among workers at the project site was just declared over. (Photo courtesy of LNG Canada)
Second COVID-19 outbreak at LNG Canada Project site declared over

The outbreak was first declared on Dec. 16, 2020

CGL has closed down the two lodges affected to everyone except the essential staff. (Black Press file photo)
All COVID-19 cases associated with Coastal GasLink outbreak deemed recovered

Outbreaks occurred at CGL project accommodation sites in Burns Lake and Nechako Local Health Areas

Prince Rupert Branch of BC SPCA has partnered with the Greater Massett Food Bank to provide pet food to guardians in need during the pandemic, Joe Griffiths manager of BC SPCA said on Jan. 6. (Photo: K-J Millar/The Northern View)
Greater Massett Food Bank partners with BC SPCA

Greater Masset Food Bank has recently received more than 800 kg of pet food for those in need

High wind warnings have been issued by Environment Canada for Haida Gwaii and the North Coast on Jan. 5, 2021. (image supplied)
High wind warnings in effect for Haida Gwaii and the North Coast

Winds will pick up in the afternoon in exposed coastal sections

Provincial health officer Dr. Bonnie Henry prepares a daily update on the coronavirus pandemic, April 21, 2020. (B.C. Government)
B.C. adjusts COVID-19 vaccine rollout for delivery slowdown

Daily cases decline over weekend, 31 more deaths

A female prisoner sent Langford police officers a thank-you card after she spent days in their custody. (Twitter/West Shore RCMP)
Woman gives Victoria-area jail 4.5-star review in handwritten card to police after arrest

‘We don’t often get thank you cards from people who stay with us, but this was sure nice to see’: RCMP

An elk got his antlers caught up in a zip line in Youbou over the weekend. (Conservation Officer Service Photo)
Elk rescued from zip line in Youbou on Vancouver Island

Officials urge people to manage items on their property that can hurt animals

A Trail man has a lucky tin for a keepsake after it saved him from a stabbing last week. File photo
Small tin in Kootenay man’s jacket pocket saved him from stabbing: RCMP

The man was uninjured thanks to a tin in his jacket

Tla-o-qui-aht First Nation Chantel Moore, 26, was fatally shot by a police officer during a wellness check in the early morning of June 4, 2020, in Edmundston, N.B. (Facebook)
Frustrated family denied access to B.C. Indigenous woman’s police shooting report

Independent investigation into B.C. woman’s fatal shooting in New Brunswick filed to Crown

Delta Police Constable Jason Martens and Dezi, a nine-year-old German Shepherd that recently retired after 10 years with Delta Police. (Photo submitted)
Dezi, a Delta police dog, retires on a high note after decade of service

Nine-year-old German Shepherd now fights over toys instead of chasing down bad guys

Join Black Press Media and Do Some Good
Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

Nurses collect samples from a patient in a COVID suspect room in the COVID-19 intensive care unit at St. Paul’s hospital in downtown Vancouver, Tuesday, April 21, 2020. (THE CANADIAN PRESS/Jonathan Hayward)
5 British Columbians under 20 years old battled COVID-19 in ICU in recent weeks

Overall hospitalizations have fallen but young people battling the virus in hospital has increased

Canada released proposed regulations Jan. 2 for the fisheries minister to maintain Canada’s major fish stocks at sustainable levels and recover those at risk. (File photo)
New laws would cement DFO accountability to depleted fish stocks

Three B.C. salmon stocks first in line for priority attention under proposed regulations

Most Read