In March of 2018, companies part of the outdoor industry were openly confronted about their limited approach to presentation in advertising. More specifically, the ads and campaigns launched by these brands predominantly put the focus on white people in adventurous environments, passively neglecting the presence of people of color in these narratives.
Judith Kasiama (Juju Milay) is one of the people who extensively advocate for the diversification of the outdoor industry and after posting on Instagram about the unfairness in the sector of marketing, MEC took notice and signed her on as a brand ambassador. To draw attention to the raised issue of representation, the brand launched a campaign that detailed Juju Milay's background, her love for the outdoors and her displeasure in terms of marketing tactics. In a heartwarming and inspiring video, MEC and Milay attempt to spread a message for inclusivity.
Why This Trend Is Growing
- Diversifying Marketing Narratives
- Opportunity to disrupt the advertising industry by challenging traditional representations and including a more diverse range of cultures and backgrounds in campaigns.
- Representation in Outdoor Advertising
- Opportunity to disrupt the outdoor industry by actively featuring people of color in advertisements to reflect a more inclusive narrative.
- Social Media Advocacy
- Opportunity to disrupt the marketing industry by leveraging social media platforms to advocate for diversification and challenge the status quo.
Industries Being Reshaped
- Advertising
- Opportunity for advertising agencies to rethink their strategies and incorporate diverse representation in their campaigns.
- Outdoor
- Opportunity for outdoor brands to embrace inclusivity and actively feature people of color in their advertising to attract a more diverse customer base.
- Social Media Marketing
- Opportunity for marketing professionals to utilize social media platforms to promote diversity and inclusivity in their campaigns, reaching a wider audience.
