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Report on perceptions and experiences in the outdoors reveals tale of two outdoors
ROCKFORD, Mich., Nov. 17, 2022 /PRNewswire/ -- In honor of National Take a Hike Day (November 17), Merrell®, the world's leading outdoor lifestyle and footwear brand and a part of Wolverine World Wide, Inc. (NYSE:WWW), published a first-of-its-kind " Inclusivity in the Outdoors" report, an examination of perceived inclusivity and experiences in outdoor spaces around the globe with a focus on Canada, the US, and the UK. To view the full report, please visit: www.merrell.com/us/en/inclusivity-in-the-outdoors.
While existing outdoor research traditionally analyzes race, gender, and income regionally, Merrell's study takes this a step further by considering participants' emotive experiences, perceptions and resulting behaviors with a call to action to drive change. In doing so, Merrell was able to highlight diverse communities' experiences in the outdoors and at retailers in a more meaningful way.
"When we initially conducted this study in 2020, we realized that there were deep, eye-opening emotions and perspectives, which compelled us to re-field the same study in 2022 to ensure all communities across the globe are represented," said Regina Hill, Marketing Manager at Merrell. "We are proud to share this report in honor of National Take a Hike Day. We believe this celebration allows us to share the simple power of being outdoors, while also presenting the opportunity for us to further drive conversations for creating a more inclusive space for all."
As issues of social injustice and racial inequality continue and communities have sought a form of escape in the outdoors, all participating subgroups in the study noted significant barriers to participation in the outdoors ranging from disappointing retail experiences to lack of access to outdoor spaces. The most notable findings from the study across various subgroups includes:
"This study led us to double down on our mission of sharing the simple power of being outside with everyone while reinforcing a welcome and equitable outdoor environment for all," said Chris Hufnagel, Global Brand President at Merrell. "At Merrell, we're striving to make the trail ahead more inclusive and accepting of all communities and will continue to address and work to break down some of the barriers identified in this report."
To immediately address these inequities in the outdoors, Merrell is encouraging those throughout the outdoor industry to take immediate action, such as expanding representation in employee resource groups, marketing, funding, improving green spaces, and addressing access issues to underserved communities to name a few.
Merrell is committed to making justice, equity, diversity, and inclusion (JEDI) a key strategic pillar within its business with the creation of a JEDI Advisory Council in 2021 to guide efforts and help authentically drive inclusivity efforts in the outdoors. In 2022, Merrell launched the Merrell Hiking Club (US and Canada) with the goal of ensuring women can safely and confidently experience the power of being outdoors. Through an existing partnership with Big Brothers Big Sisters, the groups work to bring more awareness and increase equity for youth who may not have adequate access to outdoor spaces. Finally, Merrell will debut an Unlikely Hikers boot collaboration in early 2023, designed in an ungendered colorway and available in more inclusive sizing.
To view Merrell's full report, please visit: www.merrell.com/us/en/inclusivity-in-the-outdoors.
ABOUT MERRELL:
Merrell® exists to share the simple power of being outside and is committed to building an inclusive and sustainable environment for future generations to enjoy. As the global leader in outdoor active footwear with the Moab hiking boot and Jungle Moc, Merrell is focused on merging performance, styling, and comfort to empower all people to confidently explore the outdoors. The brand was recently named Footwear News' 2022 Brand of the Year for promoting a more diverse vision of the outdoors. Visit Merrell.com or follow us on social @Merrell. Merrell® is a division of Wolverine World Wide, Inc. (NYSE: WWW), one of the world's leading marketers and licensors of branded casual, active lifestyle, work, outdoor sport, athletic, children's and uniform footwear and apparel.
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SOURCE Merrell