‘Allyship in the outdoors’ | The North Face announces controversial 'racial inclusion' discount

Outdoor apparel brand The North Face recently introduced a controversial new customer engagement strategy, which the brand says is aimed at addressing racial inclusion in outdoor spaces.

Customers are being offered a 20% discount on online orders upon completing the "Allyship In The Outdoors" program.

The hour-long digital course, developed in partnership with organisations like Mòr Diversity, tackles subjects such as white privilege and various forms of racism, encouraging participants to reflect on the representation and inclusivity of people from ethnic minorities in outdoor activities.

It’s not been uncommon in recent times for businesses and brands to face backlash over their DE&I plans, as HR Grapevine’s Ben Broomfield recently reported. The North Face has been no stranger to this either, after the news emerged of their online - and entirely voluntary - program.