Canadian retailer Mountain Equipment Co-op has apologized after it was called out on social media for showing predominately white models in its advertisements.
In March, Judith Kasiama wrote to MEC and other sports companies on social media to complain about the lack of diversity in their marketing.
鈥淎s I explored the outside, I recognized that a lot of brands weren鈥檛 reflecting stories like my own or showcasing people like myself out in nature,鈥� she told CTV Calgary on Tuesday.
In response, MEC reached out to Kasiama and they began discussions on how to improve the outfitter鈥檚 advertisements. The Vancouver-based company, known for selling outdoor recreational gear and clothing to its members, eventually made Kasiama a MEC ambassador in April.
鈥淲e can鈥檛 say Canada is diverse but then don't want to talk about these hard issues,鈥� Kasiama said.
Six months later, MEC鈥檚 CEO David Labistour posted in which he admitted the retailer has perpetuated the 鈥渧astly incorrect notion that people of colour in Canada don鈥檛 ski, hike, climb or camp.鈥�
He wrote that MEC recognizes the role they鈥檝e played in underrepresenting visible minorities in nature and vowed to change that in the company鈥檚 future advertisements.
鈥淚 promise that moving forward, we will make sure we鈥檙e inspiring and representing the diverse community that already exists in the outdoors,鈥� Labistour wrote. 鈥淥utside is for everyone. It鈥檚 time we acted like it.鈥�
With a report from CTV Calgary鈥檚 Brad MacLeod
