Nick Hall, our Director of brand Strategy, was interviewed by Kate Dubinski, a journalist for CBC, for an article on MEC.
Canadian outdoor giant targets trans community in marketing campaign
Canadian outdoor retailer Mountain Equipment Co-op (MEC) is trying to tap into the hearts and wallets of the transgender community, which is often neglected by mainstream advertising and marketing.
It’s a smart move to bring in more customers but it could backfire if the campaign seems inauthentic, marketing experts say.