The North Face highlight the importance in social responsibility as they address inequality in outdoor exploration with “Reset Normal” campaign
The North Face (TNF) has launched the “Reset Normal” initiative to ‘reset’ the normalcy of everyday life into something bigger and better, both on an individual and societal scale. They aim to show how we can achieve great things through exploration and how we can share the learned joy with our community.
As part of the initiative, TNF is also introducing a fellowship called the Explore Fund Council with the aim to bring like-minded people together across culture and education to provide solutions in the inequality of outdoor exploration. They want to bring out new ideas and solutions to the challenges faced by people of colour in exploration. According to the findings of the company, they have found that people of colour are 3x more likely to live in non-natural environments and face discrimination when they do. Thus, TNF has promised $7 million to help remove these discriminatory barriers in order to create equal opportunity for all. The current goal for the company is to “accelerate equity in the outdoors.”
This program is headed by Lena Waithe, a screenwriter, producer and actress, and Jimmy Chin, climber, director and photographer. They will be working together with other innovative and like-minded individuals to gap the bridge in inequality and provide fair access for all.
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