Diversity, Equity, and Inclusion (DEI) is under attack.
As our country witnesses the attempted erasure of DEI efforts within the federal government and among corporations such as Amazon, Target, and Meta, the outdoor industry is holding steadfast in its efforts to provide representation and an inclusive space for all.
Rather than focus on those who have chosen erasure, we’re choosing to uplift and recognize outdoor brands that are excelling in their ongoing DEI initiatives. Read on to learn more about five leaders in the outdoor industry helping to elevate underrepresented and marginalized communities in their day-to-day work.
Patagonia
Similar to Keen, Patagonia’s core values clearly exemplify the work that all brands should strive for in today’s society: Justice. This core value states: “Be just, equitable and antiracist as a company and in our community. We embrace the work necessary to create equity for historically marginalized people and reorder the priorities of an economic system that values short-term expansion over human well-being and thriving communities. We acknowledge painful histories, confront biases, change our policies and hold each other accountable. We aspire to be a company where people from all backgrounds, identities and experiences have the power to contribute and lead.”
Not only is this one of the strongest examples of a DEI core value that we’ve seen, but Patagonia took their mission one step further and developed the Online Allyship Commitment: “a tool for outdoor brands, organizations, and individuals to help manage ignorance, prejudice, racism and other forms of harmful commentary on social media channels.”
This is how you lead by example — not by guarding your knowledge and strategies, but by sharing resources so that others can start doing the work to make the outdoors and social channels more inclusive and accepting of others.
Osprey celebrates diversity not only through their imagery, but through pack design and their partnership with a wide range of organizations as well. Photo Credit: Evan Kay
Osprey
Looking through Osprey’s website, social media channels, and advertising assets, it’s easy to see that they are serious about making sure that inclusivity and representation is at the forefront of their brand — and that their products reflect this principle as well. From designing their Extended Fit line that provides packs for bigger bodies to creating women-specific packs that include key features such as a shorter torso length and a curved hip belt, Osprey continues to push the boundaries of pack design for outdoor enthusiasts of all shapes and sizes.
Outside of inclusive product offerings and marketing strategy, Osprey also works closely to support a wide range of organizations that are dedicated to serving local and nationwide communities in promoting DEI in the outdoors. A few of these groups include Outdoors Empowered Network, The VentureOut Project, and Latino Outdoors.
Keen Footwear
A Catalyst Member member of the Outdoor Diversity Alliance (ODA), Keen Footwear is a leading example of putting people and their stories first to create a better world and take care of the planet. Their first core value is “Live Together” and states: “We believe we can go further and have more fun, together. That we are one human race, and winning that race means working together.”
One look at Keen’s blog reveals stories surrounding their work making shoes for adaptive kids, elevating a black fly fisherman’s voice and sharing his unique perspective as a minority in the sport, and donating money plus shoes to groups working to get more BIPOC and LGBTQ2S+ folks outside.
After researching many different brands and the strategies they employ to ensure DEI is at the forefront of what they do, our biggest takeaways include:
- Clearly establishing core values that underscore the brand’s support of DEI initiatives.
- Living those values by continuously working on an inclusive culture inside the company and beyond its walls.
- Providing a safe space for individuals and communities to be who they are and share their stories — then amplifying those stories.
- Partnering with and supporting the organizations who are on the frontlines of the DEI work.
Diversity, equity, and inclusion is bigger than the acronym it’s defined by. Despite the attempts of the current presidency to silence, corrupt, and erase this principle, there continues to be both a human case AND a business case for inclusion. And in many ways, the desire to whitewash DEI is galvanizing powerful advocates for marginalized communities in these uncertain times.
Although we only highlighted three brands within the outdoor industry this time around, we acknowledge that hundreds of other brands, organizations, and non-profits exist who value DEI and are implementing inclusive practices into their organizational strategies. We’ll continue to spotlight exemplary efforts happening within the outdoor industry and beyond.
Hot Take is a segment in our monthly newsletter — The Brief — where we raise awareness and create a space to have a dialogue around thought-provoking and, at times, controversial subjects. We created The Brief to provide you with simple, relevant, and useful information, where we’re dishing out scoops from the confluence of Marketing + Outdoor Industry + Environment.
