The North Face criticized for 20% off for ‘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 does The North Face’s initiative in the UK aim to achieve in terms of racial inclusivity?
The North Face, a well-known sportswear company, has recently announced a new initiative in the United Kingdom (UK) aimed at promoting racial inclusivity. Customers who reside in the UK and purchase products from The North Face brand now have the opportunity to receive a 20% discount if they complete an hour-long course on racial inclusivity. This campaign is part of the company’s efforts to educate individuals about the barriers that people of color face when accessing the outdoors.
In a statement, The North Face characterized access to the outdoors as “White privilege” in a specific context. The company believes that historically enduring racism and biases have prevented people of color from experiencing the outdoors on an equal footing. By offering this course, The North Face hopes to promote a deeper understanding of the unique challenges that people of color face when engaging in outdoor activities.
News of this course spread rapidly on social media following an article by The Sun, attracting both support and criticism. Some customers who agreed to take the course expressed frustration with certain sections, such as the definition of “White privilege.” However, The North Face remains committed to its goal of making the outdoors a welcoming, equitable, and safe space for everyone.
It is important to note that the 20% discount associated with the course is only available to customers in the UK, not the United States. The North Face, a 58-year-old Colorado-based company, is owned by VF Corp., which also owns brands like JanSport, Vans, and Timberland. Despite its well-intentioned efforts, The North Face has faced backlash from some who consider the company to be overly progressive and “woke.”
In response to the announcement, some individuals have expressed their intentions to take the course and provide politically incorrect responses to see if they will still receive the discount. Others have raised questions about the implicit assumption that all customers of The North Face are white, as the course focuses on “White privilege.” These individuals argue that it is unnecessary for black customers to take a course on “White privilege” in order to receive a discount.
The North Face’s initiative highlights the ongoing discussions surrounding diversity, equity, and inclusion in various industries. While some view this campaign as a positive step towards addressing racial inequalities, others are critical of what they perceive as excessive political correctness. As conversations about race and inclusivity continue to evolve, it will be interesting to see how companies navigate these complexities and adapt their strategies in response to public opinion.
In conclusion, The North Face’s introduction of a racial inclusivity course for its UK customers has generated both support and criticism. The company’s goal is to promote a better understanding of the challenges faced by people of color when accessing the outdoors. While the initiative may serve as a positive step towards inclusivity, it has also attracted backlash from those who view it as overly progressive. As the conversation around diversity and inclusion in the industry continues, it remains to be seen how companies will continue to address these issues while balancing the expectations and concerns of their customers.
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