UK: The North Face criticized for offering 20% discount to customers who complete ‘Racial Inclusion’ course
OAN’s Brooke Mallory
2:05 PM – Tuesday, March 5, 2024
Customers of The North Face brand who reside in the United Kingdom (UK) can now receive a 20% discount if they complete an hour-long course on racial inclusivity.
The sportswear company characterizes access to the outdoors “in this context” as “White privilege” and claims that its progressive campaign in the UK aims to “educate individuals…on the barriers that people of color (POC) face in the outdoors.”
According to the survey, it is also intended to “promote a deeper understanding of the unique challenges that people of color face when accessing the outdoors.”
Following an article this week by the outlet The Sun, news of the course—which was initially announced in November—exploded on social media. Customers who agreed to take the online course underlined the sections of the “modules” that frustrated them the most, such as the definition of “White privilege.”
“In this particular context, we refer to ‘White privilege’ meaning that your race and skin color can give you access to the outdoors when others can be excluded because of historic enduring racism and biases,” according to an explanation of the DEI course.
“The North Face has always believed the outdoors should be a welcoming, equitable, and safe place for all. This course aims to bring light to the barriers to entry preventing all people from sharing equally rewarding experiences in the outdoors,” the brand said in a separate statement.
However, the course’s 20% off brand discount is only being offered in the United Kingdom, not the United States.
The 58-year-old Colorado-based company, which is owned by VF Corp., the same corporation that owns JanSport, Vans, and Timberland, came under fire for being overly progressive and “woke.”
“I might take the course and answer with only politically incorrect responses. Will I still get the coupon?” posted an online user on X (Twitter).
“The irony is that The North Face is implicitly acknowledging here that all of its customers are white,” said Tony Young, the founder of Free Speech Union, a conservative non-profit in the UK that addresses cancel culture issues. “After all, why would black customers need to take a course about ‘white privilege’ to get a 20% discount?”
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What is The North Face’s justification for offering a discount on their brand to customers who complete a course on racial inclusivity?
The North Face, a well-known sportswear company, has recently announced a new initiative targeted at its customers in the United Kingdom. Customers who reside in the UK can now receive a 20% discount on The North Face brand if they complete an hour-long course on racial inclusivity.
The company is characterizing access to the outdoors as “White privilege” and claims that this progressive campaign aims to educate individuals on the barriers that people of color (POC) face in outdoor activities. The course is intended to promote a deeper understanding of the unique challenges that people of color face when accessing the outdoors.
However, this course and the accompanying discount offer have sparked controversy and drawn criticism. Following an article by The Sun, news of the course went viral on social media. Customers who agreed to take the online course expressed frustration with certain sections, such as the definition of “White privilege.”
The North Face explains that they refer to “White privilege” in the context of access to the outdoors, meaning that your race and skin color can give you access while others may be excluded due to historical racism and biases. The company states that they have always believed the outdoors should be a welcoming and safe place for all, and this course aims to shed light on the barriers preventing equal experiences for all people.
However, it is worth noting that the 20% discount is only available in the UK and not in the United States. This has led to criticism and accusations that The North Face is being overly progressive and “woke.” Some online users have even suggested taking the course and answering with politically incorrect responses to see if they will still receive the discount.
One critic, Tony Young, the founder of the Free Speech Union, a conservative non-profit in the UK, pointed out the irony in the company implicitly acknowledging that all its customers are white. He questioned why black customers would need to take a course on “white privilege” to receive a discount.
The North Face, which is owned by VF Corp., the same corporation that owns JanSport, Vans, and Timberland, has faced backlash and accusations of pandering to a certain narrative. This controversy raises questions about the role of companies in promoting inclusivity and the potential pitfalls of such initiatives.
In conclusion, The North Face’s decision to offer a discount to customers who complete a course on racial inclusivity has generated both support and criticism. While it aims to address and raise awareness of the barriers faced by people of color in outdoor activities, it has also drawn accusations of pandering and being overly progressive. The ongoing debate highlights the complexities and challenges associated with promoting inclusivity and addressing social issues in a corporate context.
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