We Hike To Heal ? The Outdoor Journal Tour
I wrote a post a few days ago explaining in detail that Merrell has very few Black employees and that Black people have barely heard of the company. It’s not my goal to make Merrell look like the example. I can’t do that. Even their own employees will tell you that the company doesn’t have a lot of diversity.
When I wrote this article it was to call out brands who have decided to support the BLM movement and fight for social justice, but aren’t following up with reports about how they are implementing the programs and using the money dedicated to these programs. Merrell however has been showing through actions they support Black folks and that they are for the movement.
Please watch this video below:
Description:
Kenya and Michelle Jackson-Saulters found each other and then combined their passions to create The Outdoor Journal Tour. Through a series of events called We Hike to Heal, their goal is to empower women through journaling, meditation, and spending time in the outdoors. Now, women across the country use their model and Kenya’s teachings to find their own healing on local trails and in community with one another.
https://www.youtube.com/watch?v=Kdz5OHwE3P4&t=77s
Here is the amazing thing that is taking place with this type of marketing, it gives people the goal of becoming a part of the change needed to alter the perception of what and who Black people are. It pains me to question whether Merrell is intentionally not hiring Black people. I also have to wonder if Black people simply aren’t applying for jobs there.
What’s even more frustrating is Black Twitter and other social activists aren’t sharing this film and the story. The video was posted on June 27th. It only has 674 views. It doesn’t show up on any social media sites dedicated to Black women/people.
Why on earth does Merrell continue to show support for a demographic that hasn’t clicked through and visited their marketing or site? Is it a waste of time? I’ve asked this before, should this continue? A video like this isn’t cheap and 647 views doesn’t justify doing this again. When other brands simply throw money at their consumers, Merrell is being very thoughtful and in my opinion I’m not sure if the ends justify the means… from a business point of view.
Actually, from a business point of view, it makes perfect sense. This is marketing that resonates beyond a moment. All it takes is one person to tweet or share the story and it lights a fire. As the story grows, the brand gains the benefit with increased sell through enabling them to continue to promote these type of narratives. This is important work. While it isn’t hitting the mark right now I sincerely believe it will. It might move a bit faster if there were some Black faces in that LinkedIn feed sharing the stories, but who is at fault there?
Merrell, I’d like to do a video chat if you read this. I’d like to ask a few questions. Let’s make that happen.
Note: I browsed the site on LinkedIn and in 3 pages I see one Black woman and no brothers. Is this a problem?
