(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

(BLACK PRESS FILE PHOTO)
Nanaimo man killed in Highway 4 crash

RCMP say dirt bike turned ‘suddenly’ into traffic

Nanaimo Track and Field club member Olivia Lundman set a Canadian record in the U18 3,000-metre race walk event at meet in Kamloops this past weekend. (Photo submitted)
Nanaimo Track and Field Club race walker sets national record at her first meet of the season

Olivia Lundman breaks 30-year-old mark in U18 3,000-metre race walk

Nanaimo RCMP arrest man with axe in downtown park. (File photo)
Man seen with axe at Nanaimo park, numerous RCMP officers respond

Incident happened Friday evening at Maffeo Sutton Park

Bouquet to the person who sent the beef about the rude couple at the fast food restaurant. I want to say a huge thank you for standing up for that poor person who had to endure their bullying. That couple would be my father and his girlfriend. It’s about time someone told them off.
Beefs & Bouquets, Oct. 21

To submit a beef or a bouquet to the Nanaimo News Bulletin, e-mail editor@nanaimobulletin.com

Nanaimo RCMP are asking the public to keep an eye open for jewelry, watches and other items that were stolen from a residence on Manhattan Way in Lantzville recently. (Photo submitted)
Watches, rings, ID and other items stolen from Lantzville home

Nanaimo RCMP want the public to be on the lookout for items taken in recent break-and-enter

Provincial health officer Dr. Bonnie Henry presents modelling of COVID-19 spread in B.C., March 25, 2020. (B.C. government photo)
B.C. sets another COVID-19 record with 203 new cases

up to 1,766 active cases in B.C., two more deaths

RCMP. (Phil McLachlan - Black Press Media)
British Columbia man dies during ski trip near glacier west of Calgary

Kananaskis Public Safety and Alpine Helicopters responded around 2:30 p.m.

Prime Minister Justin Trudeau arrives on Parliament Hill in Ottawa on Monday, Oct. 19, 2020, following a week-long break for the House of Commons. THE CANADIAN PRESS/Sean Kilpatrick
One crisis after another for Trudeau since last federal election one year ago

It has been a year of unprecedented calamity and crisis

Candidates in the Nanaimo riding include Kathleen Jones, B.C. Liberal Party, top left; Sheila Malcolmson, NDP; Lia Versaevel, Green Party. (Photos submitted/News Bulletin photo/Elections B.C. image)
B.C. VOTES 2020: Nanaimo candidates

Provincial election candidates discuss their priorities in their own words

Candidates in the Parksville-Qualicum riding include Rob Lyon, B.C. Green Party, top left; Don Purdey, Conservatives; John St. John, independent; Michelle Stilwell, B.C. Liberals; and Adam Walker, B.C. NDP. (Photos submitted/Elections B.C. image)
B.C. VOTES 2020: Parksville-Qualicum candidates

Provincial election candidates discuss their priorities in their own words

Candidates in the Nanaimo-North Cowichan riding include Chris Istace, B.C. Green Party, top left; Duck Paterson, B.C. Liberals; and Doug Routley, NDP. (Photos submitted/Elections B.C. image)
B.C. VOTES 2020: Nanaimo-North Cowichan candidates

Provincial election candidates discuss their priorities in their own words

Rotary Centennial Garden at Maffeo Sutton Park. (Sean Fenzl photo)
New Rotary garden officially open at Nanaimo’s Maffeo Sutton Park

Rotary Centennial Garden design inspired by the shoreline

Members of the Sipekne’katik First Nation load lobster traps on the wharf in Saulnierville, N.S., after launching its own self-regulated fishery on Thursday, Sept. 17, 2020. THE CANADIAN PRESS/Andrew Vaughan
Vancouver Island First Nations back Nova Scotia’s Indigenous lobster fishermen

Nuu-chah-nulth Tribal Council calls for action before lives are lost

Most Read