Trailheads

In January 2023 at Patagonia headquarters, more than a dozen executives from the outdoor industry gathered to discuss the lack of diversity in the business. The meeting was a follow up to The Outdoor CEO Diversity Pledge, which was signed by more than 100 companies in the previous year.

After a round of productive conversations, Teresa Baker, who ran the meetings said: “What a waste if nothing becomes of this moment.”

Slightly more than two years later, Baker and her longtime colleague Josie Norris are making sure that moment was not wasted.

The two are co-directors of The Outdoor Diversity Alliance, which has nearly twenty member firms and is spearheading a number of initiatives to help make the outdoor business “an industry open to all.”

“Our industry lacks diversity,” said Baker, “and in order to maintain and grow the business, we need to reach out and attract a more diverse employee pool.”

In fact, recruiting and maintaining a more diverse workforce is one of ODA’s top priorities for the coming year. “A big part of what we offer to our members is sharing resources,” said Norris, who formerly worked for the Conservation Alliance. “We want all our members to benefit from the tools and systems that are working for one another.”

“We want to be able to follow the lead of experts both inside and outside the industry and address the specific issues where the industry is struggling.”

Along those lines, ODA is hosting quarterly virtual events including a recent online seminar that addressed how companies can deal with the current “DEI backlash.”

“There is a great deal of pushback on DEI and environmental issues right now,” Baker told Trailheads. “And companies don’t want to say or do the wrong thing and get called out for it.

We are focused on building through this moment because this moment will pass.”

The co-directors are also focused on attracting new members to their group, which now has 18 companies involved. Dues are charged on a formula based on annual sales. Companies with revenue of greater than $25 million will pay $10,000 annually, smaller companies and not-for profits pay $1,000 yearly.

“We see companies putting aside any competitive nature they have and commit to working together to solve problems,” Norris said. “We’re here to help make that happen.” For further information on ODA, please visit: https://www.outdoordiversityalliance.org/