The North Face Faces Potential Consumer Backlash With 20% Off DEI Sale

The North Face faces consumer backlash after offering a 20% discount on its DEI (Diversity, Equity, and Inclusion) products. This move sparked criticism, with consumers arguing that DEI efforts should not be commodified or discounted, but rather authentically integrated into the brand's practices and values.

The North Face has introduced a promotional offer that could potentially lead to consumer backlash. The promotion involves a 20% discount certificate for UK customers who complete an online diversity, equity, and inclusion course titled "Allyship in the Outdoors." While the discount is redeemable through The North Face website, it is currently not available to North American customers, although they can still take the course.

The hour-long course is designed to deepen understanding of the challenges faced by people of color when accessing outdoor spaces. The invitation to participate promises to provide training and resources to foster better allyship and create a safer and more inclusive outdoor environment for everyone.

News of this initiative has spread quickly, potentially sparking criticism against the brand on both sides of the Atlantic. Some media outlets, such as The New York Post and Fox News, have already criticized The North Face for the promotion, with some consumers expressing disbelief and disappointment.

Critics argue that the promotion may be perceived as insulting or tokenistic, and some suggest it could be a marketing tactic. Furthermore, the inclusion of references to the George Floyd murder and the Black Lives Matter movement within the course could intensify the controversy.

Despite The North Face's assertion of good intentions, stating that the company has always aimed to create a welcoming and equitable outdoor environment, it risks facing a consumer backlash. This is particularly concerning given the brand's prominent position in the outdoor gear market and its parent company VF Corporation's recent decline in revenues, partially attributed to The North Face's performance.

While the "Allyship in the Outdoors" program targets those working in the outdoor industry, such as brands, organizations, coaches, and volunteers, this audience distinction is not made clear in the course's marketing materials. This lack of clarity could further exacerbate consumer perceptions and potentially lead to negative outcomes for the brand.

The North Face and VF Corporation have a history of supporting environmental, social, and governance (ESG) initiatives. However, when such efforts are extended outside the company to the broader market, they can sometimes result in consumer backlash, as seen with other high-profile brands like Target, Budweiser, and Disney.

It remains to be seen whether The North Face will address the growing concerns and potential backlash associated with this promotion, but there is still an opportunity for the brand to reassess its approach and course correct to avoid further controversy.

Sourced from Forbes‍