Join the Outdoor Diversity Alliance

We are a group of outdoor industry businesses and organizations working together to advance equity in the outdoor industry.

Central to our theory of change is the idea that business leaders must listen to the needs of historically underrepresented communities and groups, and drive change across the industry.

BIG CHALLENGES CAN BE TACKLED BY WORKING TOGETHER

There’s a history of neutral organizations with a “strength in numbers'' mindset driving change in the industry through collaboration and resource sharing. Over 30 years ago, the sustainability movement gained momentum  and evolved into ambitious sustainability strategies. In 1989, four brands joined forces to launch The Conservation Alliance, which focused on protecting wild places and recreational access. An outside organization with dedicated funding is best suited to convene the industry (versus a single brand) to encourage broad participation in collaborative DEI work. Similar to sustainability and conservation, a central group can do more than what any one company can accomplish on their own.

WE MUST ADDRESS BARRIERS TO ADVANCING DEI IN THE INDUSTRY

After the murder of George Floyd, there was an industry-wide awakening about systemic racism. Companies made commitments to address the lack of diversity, equity, and inclusion in the outdoor industry. Despite good intentions, progress remains slow and a significant gap exists between intention and impact. What is preventing companies from taking bold actions to advance anti-racism, and address diversity, equity, and inclusion challenges?  A survey of the CEO Diversity Pledge signatories and company interviews revealed four consistent themes: 

1. Challenges in recruiting and retaining diverse talent; 

2. Uncertainty about the right steps to take, often feeling stuck;  

3. A fear of making a mistakes and getting called out; and

4. Limited resources, capacity, or funding.

WE MUST BALANCE INTERNALLY FOCUSED DEI WORK

The outdoor industry’s historically exclusive culture is perpetuating predominantly white-led companies and customers, with little representation from marginalized communities. Currently, most organizations and companies are focusing on their individual DEI work. Brands are working with consultants, activating employee resource groups, hiring dedicated staff, and updating HR policies to hire and retain employees working at every level—from the board and leadership, to sales and customer service teams. Internal work is critical, and ODA will structure its programs to complement existing efforts.

We will bridge a gap within the industry by centering community needs

INSIGHT FROM INDUSTRY LEADERS

We spent two months getting clear on the purpose of ODA and the gap that exists in the industry around advancing equity work. We talked to dozens of companies  and nonprofit leaders to understand their specific needs and challenges. From these discussions, common themes emerged:

• Industry leaders lack the expertise to address systemic issues. Company leaders are seeking allies and community, and a space to collaborate free of judgment. 

• Companies are eager to learn from each others, sharing successes, mistakes, and effective strategies. 

• Getting called out is a common fear. People would find value in being part of a supportive community that can provide guidance  and coaching if they are called out or make a mistake. 

• Companies are struggling to make meaningful progress on hiring diverse talent, employee retention, and customer acquisition from underrepresented communities. 

• Thoughtful conversations between businesses and affinity groups about equity are taking place at industry trade shows, events, and conferences. There is a common sentiment that these meaningful conversations are not resulting in action or tangible impact. 

INSIGHTS FROM OUTDOOR COMMUNITIES AND GROUPS

Centering the needs of people most impacted by the equity movement is a vital piece in how ODA will move forward in the first year. Following the brand outreach, we hired 18 people representing outdoor affinity groups and historically marginalized communities to tell us where they believe the industry is falling short, what the industry is doing well, why the industry is struggling to make meaningful progress on recruitment and retention, and what they need from the industry to build trust and create a sense of belonging. This group is referred to as ODA’s “Community Advisors”.  

The community advisors took a written survey and participated in a virtual Zoom call. A summary of the feedback and recommendations from the advisors can be found here.  Common themes emerged: 

• Companies are only working with certain community members for events and campaigns specific to their identity. (i.e. Black History Month, Women's History Month, and Pride Month)

• Recruitment and retention is a challenge because they do not have relationships with diverse communities; they don’t currently represent a diverse workforce; they are hiring diverse talent without a genuine commitment to changing culture from within; and other cultures are not reflected in the brand.

• Companies are focusing DEI efforts in marketing only, and they are hiring diverse talent to be featured in content while the leadership is white.

• It takes collective efforts to think at a systems/ecosystem level. Sharing successes and failures encourages collaborators to feel more comfortable and secure in the work. 

• There is a need for industry-wide standards for pay and code of ethics, and agreement on what diversity, equity and inclusion mean.

The goals and activities listed below are a direct result of feedback and recommendations from the brands and community advisors.

Our goals toward a more equitable industry

#1 - SUPPORT THE DEVELOPMENT OF AUTHENTIC RELATIONSHIPS BY HELPING COMPANIES AND HISTORICALLY UNDERREPRESENTED COMMUNITIES AND GROUPS CONNECT.  

Work supporting this goal will enable historically underrepresented people and their communities to access brands and leaders who have influence and resources. It will support the recruitment and retention of employees from historically underrepresented identities in the outdoor industry and create space for open dialogue and collaboration. This goal is about creating a space for groups to share what they need and space for brands to openly discuss what is working and is not working. The activities will be designed to help brands seeking advice, address fears of making mistakes, and provide solutions for brands who are stuck.

Activities to support this goal may include: quarterly virtual community meetings with historically underrepresented groups and brands; in-person gatherings, virtual meetings with brand representatives/peers in similar roles across the industry, and utilization of the In Solidarity digital resource hub.

#2 - Develop the framework for an industry-wide equity assessment. 

Standardizing metrics will help companies know what statistics to track related to diversity, equity and inclusion, and it will help unite efforts around shared goals.  An equity assessment will also serve as a tool for helping historically underrepresented groups and communities hold the industry accountable.

Activities to support this goal may include: developing a list of stats that members must provide, defining the appropriate process for gathering and reporting the data, and publishing reports specific to industry and company demographics.

#3 - Create authentic storytelling models led by underrepresented communities. 

Collaborating around this goal will enable historically underrepresented groups to have power in the ways their stories are told, and it will ensure reciprocal, lasting, and authentic relationships between brands and historically underrepresented groups. Done right, this work will prevent transactional and extractive behavior. Having authentic stories told by communities with first-hand knowledge, makes the stories relevant to communities where these stories originate. Using these models will also take the pressure off companies who do not have first-hand knowledge, but are generalizing based on re-written history. 

To achieve this goal, we will work with community advisors to build an industry guide for authentic storytelling, ambassador relationships, partnerships, and marketing campaigns.

Become a member of the Outdoor Diversity Alliance

We are inviting every outdoor company and nonprofit to help launch the Outdoor Diversity Alliance by making a two-year financial and organizational commitment.  

Financial Commitment

Our goal is to secure a minimum of $150,000 in new member commitments by the end of 2023. All members will pay membership dues in the beginning of 2024 and 2025. Dues are calculated based on annual revenue, as follows:

Nonprofits and businesses under $1,000,000 = $1,000

$1,000,000-$5,000,000 = $2,500

$5,000,000 - $10,000,000 = $5,000

$10,000,000-$25,000,000 = $7,500

More than $25,000,000 = $10,000

Organizational Commitments

In addition to paying membership dues. all new member companies commit to the following in 2024: 

Track Progress

Measure the diversity of candidate slates and track progress each year.

Participate

Attend two virtual ODA community meetings per year. Attend at least one in person meeting a year. 

Offer internal education about anti-racism and cultural competence and increase the number of education opportunities offered each year.

Take Action (business members)

Establish a minimum of one year-round campaign(s) with a grassroots group from a historically underrepresented community or group. 

Once a relationship is established, introduce partners led by under represented communities to a leadership representative, marketing director and social media team.  

Ensure historically excluded groups are a core part of annual philanthropic budget and track donations over time.

Take Action (nonprofit members)

If one is not in place, establish a minimum of one year-round program that benefits historically underrepresented communities.​

Once a relationship is established, introduce leaders from underrepresented communities to the executive director, development director, and communications director; and a minimum of one major donor or foundation.

Questions? Ready to join? Contact us below or complete the membership application.

CORE PRINCIPLES: 

1. Commitment to Learning:  As with all human beings, we are prone to making mistakes. We will stumble forward in meaningful action, with the understanding that discomfort will be part of the journey. 

2. Collaboration:  Members work alongside each other because we are stronger collectively than as individual businesses and organizations. 

3. Action Oriented:  We focus our work on tangible outcomes. 

4. Progress:  We prioritize progress over perfection, and we expect members to take responsibility for driving equity work within their company or organization.  

5. System Focus: We drive structural change by tackling root causes. 

6. Follow the experts:  We will follow the voices from various underrepresented community leaders and justice, equity, and inclusion experts to guide our work

Keep in touch

FAQ

Does ODA have a 501c3 non-profit exemption?  

No. is a fiscally sponsored project of Social Good Fund, a California nonprofit corporation and registered 501(c)(3) organization, Tax ID (EIN) 46-1323531. If ODA grows in the coming year, we will consider pursuing a 501c3 status. 

Will ODA be a stand alone group or will it be part of another entity??  

ODA will function as a stand-alone group. For launch, ODA will be published on the “In Solidarity” website, listed as a separate initiative from the CEO Diversity Pledge. Singing the pledge is not a requirement to be part of ODA. 

Where is the funding going and what will it pay for?  

Funding will pay for staff time to run ODA, events, and operational costs. 

How can businesses be a part of ODA? 

A business or organization can join ODA by signing up to be a member. As a member, they will pay annual dues ranging from $1,000 - $10,000. 

What is ODA’S funding model?  

We are raising money to fund ODA through the end of 2023 to pay for the development of ODA. Members will begin paying dues in 2024. 

Who is ODA targeting for membership and participation ? 

Outdoor industry businesses and outdoor organizations. 

When will ODA officially launch?  

2024 is the 60th anniversary of the civil rights act and the wilderness act. Having ODA in place can be in honor of both.

Make a one-time contribution today to help launch ODA!