Mar 20, 2024 08:22 PM
(This post was last modified: Mar 20, 2024 09:54 PM by C C.)
I guess they hoped to avoid what happened to Bud Light last year by using the UK as a lab rat first. Doesn't seem to have worked.
Apparently, "outdoor recreation" is typecast as a primarily white cultural activity (like NASCAR). So the company wanted to improve its DEI image/rating by attracting people of color to this sports and activity domain, and consequently get them buying their products, too.
But the DEI course requirement was offensive to their customers because it seems to assume beforehand that they are challenged when it comes to conforming to the ideology, or it is a means of filtering out those who are so they do not benefit from the discount.
Regardless, even though it is politically "okay" (on paper) to ignore the sensitivities of a privileged population group, in real life it's usually not a wise decision (at least not for a retail chain or product brand).
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The North Face invites consumer backlash with 20% off DEI sale
https://www.forbes.com/sites/pamdanziger...1112347451
EXCERPT: The North Face — a global leader in outdoor gear and ranked No. 1 in U.S. brand awareness in its class, according to Statista — has just launched a limited discount promotion that could knock it off its pedestal.
The North Face is offering a 20% discount certificate to U.K. customers who complete an online diversity, equity and inclusion (DEI) course entitled “Allyship in the Outdoors.” The discount is redeemable through The North Face website and currently is not available to customers in North America, though they can still take the course.
The North Face designed the hour-long course “to foster a deeper understanding of the unique challenges people of colour face when accessing the outdoors,” it stated. The participation invitation promised to “provide training and resources to help you be a better ally and to make the outdoors a safer and more welcoming place for everyone.”
News of the program has quickly crossed the pond and could set off a firestorm against the brand on both sides of the Atlantic... (MORE - missing details)
Apparently, "outdoor recreation" is typecast as a primarily white cultural activity (like NASCAR). So the company wanted to improve its DEI image/rating by attracting people of color to this sports and activity domain, and consequently get them buying their products, too.
But the DEI course requirement was offensive to their customers because it seems to assume beforehand that they are challenged when it comes to conforming to the ideology, or it is a means of filtering out those who are so they do not benefit from the discount.
Regardless, even though it is politically "okay" (on paper) to ignore the sensitivities of a privileged population group, in real life it's usually not a wise decision (at least not for a retail chain or product brand).
- - - - - - - - - -
The North Face invites consumer backlash with 20% off DEI sale
https://www.forbes.com/sites/pamdanziger...1112347451
EXCERPT: The North Face — a global leader in outdoor gear and ranked No. 1 in U.S. brand awareness in its class, according to Statista — has just launched a limited discount promotion that could knock it off its pedestal.
The North Face is offering a 20% discount certificate to U.K. customers who complete an online diversity, equity and inclusion (DEI) course entitled “Allyship in the Outdoors.” The discount is redeemable through The North Face website and currently is not available to customers in North America, though they can still take the course.
The North Face designed the hour-long course “to foster a deeper understanding of the unique challenges people of colour face when accessing the outdoors,” it stated. The participation invitation promised to “provide training and resources to help you be a better ally and to make the outdoors a safer and more welcoming place for everyone.”
News of the program has quickly crossed the pond and could set off a firestorm against the brand on both sides of the Atlantic... (MORE - missing details)
