A VIDEO ESSAY
Mountain Equipment Co-op is one of Canada’s most respected companies. But when you sell ethical values alongside your hiking boots and bike helmets, you’re going to be held to a different standard than a regular sporting goods store.
In this video essay, Paula Simons looks at the social media lobby campaign, designed to convince MEC stop selling popular lines of sporting good made by VISTA, a company whose product lines include ammunition and guns, including the AR-15, the type of rifle that claimed so many lives in Parkland, Florida two weeks ago, and in Las Vegas last year. VISTA is also a proud supporter of the National Rifle Association. Would just a boycott of VISTA be mere virtue-signalling? Or would it help Canadian consumers to feel a part of the wider backlash against companies that support the NRA?
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