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An all-too-common tension in the workplace arises from the hurt and indignity of intention. Using a person’s intention with someone to explain behavior that excluded, diminished, and disrespected, costs organizations billions of dollars. And don’t get me started on the real hurt that the explanation for the behavior generates. Responding to the controversy stirring about their DEI educational course tied to a 20% purchase discount, the parent company of North Face, VF Corporation said, “We aim to bring light to the barriers to entry preventing all people from sharing equally rewarding experience in the outdoors… outdoors should be a welcoming, equitable and safe place for all.” This style of justification, focused on the value of the cause they claim to support (allyship) puts salt in a festering wound. It does not matter what a person or company’s intention is or was. That the behavior and action, especially when repeated without apology or a desire to learn, has far-reaching consequences in any size organization. For example, highly sought-after talent exits, toxicity in the workplace climate reduces productivity, and as North Face and parent company VF Corporation just experienced, a tarnished brand negatively impacts revenue and customer retention. To add insult to injury, North Face chose an economic motive to showcase an intention to champion allyship. The disgraceful bait and switch, giving a 20% discount for completing a DEI educational course, demonstrates how tone-deaf leaders become to the real hurt caused when workplace interactions fundamentally undermine team member dignity. In this case, the assumption that the audience benefits from the course, that the course will change a person’s behavior and decisions about allyship, and ultimately that one must be bribed to shift, suggests that the company does not understand their customers nor respect each person’s very personal decision about how to relate to society and their right to dignity in those choices. Link for more information on the story:

"Woke capitalism at its worst": The North Face racial inclusion course sparks backlash as DEI discount comes under scrutiny

"Woke capitalism at its worst": The North Face racial inclusion course sparks backlash as DEI discount comes under scrutiny

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Sandra Cameron, PCC

Executive Coach & Leadership Trainer | Shaping Executive Brands | Empowering Diverse Teams & Individuals to Excel with Well-Being | Passionate Baseball Aficionada

7mo

The North Face's campaign is both ignorant and ill-conceived. Suggesting that racism exists everywhere, even in outdoor activities is concerning. It's crucial for companies to approach diversity and inclusion efforts with sincerity and humility, which this campaign clearly lacks. A big fail from The North Face.

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