Part 3: Blog Post

The Pledge to Protect: Our Latest Commitment to Sustainability

How MEC (and you!) can protect natural wonders like the Mendenhall Glacier

As a kid, I had the super cool opportunity to travel to Alaska with my family. I remember standing in front of the Mendenhall Glacier, part of the Juneau Icefield, and being completely in awe. With my jaw wide open, I took in the sight of the beautiful ice meeting the smooth, glass-like lake below. 

It’s hard to think that this natural wonder is withering away. As global temperatures rise, glaciers around the world are melting – and experts say this is a direct result of greenhouse gas (GHG) emissions.  

According to the United Nations’ climate action research, “Greenhouse gas emissions reached a new record high of 57.4 gigatonnes in 2023. They must drop by 43% by 2030 (compared to 2019 levels) to keep the temperature increase from exceeding 1.5°C. Under current national climate plans, the world is on track for a global average temperature rise of 2.5-2.9°C above pre-industrial levels” (Key Findings | United Nations). 

These aren’t just statistics, they represent real consequences that planet Earth will face because of our actions.
Huge steps need to be taken to tackle the climate crisis. We have the power to prevent further damage from happening. That’s why, at MEC, we’re proud to announce our latest initiative, the Pledge to Protect.

What is the Pledge to Protect?

We are introducing a bold, new sustainability initiative to make sure future generations have the chance to experience the same jaw-dropping natural wonders as I did as a kid. 

We’ve set ambitious goals to reduce emissions within our stores, supply chain, and products. Specifically, we will:

• Cut emissions from our stores and buildings by 55% by 2030 and 90% by 2050. 
• Lower emissions per product sold by 55% by 2030 and 97% by 2050. 
• Team up with other eco-conscious brands and companies to make the outdoor industry climate-positive by 2030. 

Benefits to the Community

We want to protect our local communities and the wonders of nature we explore for years to come. For example, our initiative will:

• Create cleaner air: Reducing our GHG emissions fights pollution and rising temperatures. 
• Preserve outdoor spaces: Protecting green spaces, parks, and trails so that future generations can enjoy them. 
• Create more jobs in green industries: Supporting innovation in eco-friendly products and companies helps grow these fields.

Doing Your Part

We need your help to achieve our goals. Here’s how you can be a part of the Pledge to Protect:

• Make sustainable purchases: Look for MEC products made with lower-impact, recycled, and responsibly sourced materials. Choose durable, high-quality items instead of cheaper alternatives with larger carbon footprints. 
• Participate in community events: MEC is proud to host community events, allowing you to attend in-store workshops, listen to guest speakers, or participate in community hikes. 
• Spread the word: Share your commitment to sustainability with your friends and family. The more people aware of MEC’s work and how they can contribute, the better.
• Connect on social media: Using #MECProtects, you can be featured on our accounts when you post about your eco-friendly adventures or sustainable habits.  
• Stay up-to-date: Stay tuned for updates on our website’s Pledge to Protect page (mec.ca/pledgetoprotect) or social media platforms (@mec). Check in on initiative news and progress.

Join us in working to make our planet a better place. Check out mec.ca/pledgetoprotect to learn more and take action.

Part 2: Press Release

Mountain Equipment Company Announces Latest Sustainability Initiative, their ‘Pledge to Protect’.

Company Commits to Climate Action with Ambitious New Emissions Goals

Vancouver, BC – March 15, 2025 – Mountain Equipment Company (MEC), Canada’s leading outdoor retailer, is excited to announce its latest sustainability initiative: their Pledge to Protect. The company will work with industry partners to prioritize sustainability across its operations to meet emissions targets and tackle the current climate crisis. 

MEC aims to reduce emissions in all their facilities by 55% by 2030 and 90% by 2050. Within their supply chain, they strive to lower emissions per product sold by 55% by 2030 and 97% by 2050. In January 2024, these targets were approved by the climate change corporation, Science-Based Targets. To reach these goals, MEC is committing to make more eco-conscious decisions regarding their production, distribution, and operational waste. 

As a founding member of the Outdoor Industry Association’s Climate Action Corps, MEC is working towards a collective goal of becoming the first climate-positive industry in the world by 2030. MEC’s new initiative is a step in the right direction and one that must be taken to protect our planet. MEC Chief Commercial Officer, Adam Ketcheson, recognizes this by saying, “The outdoors has been a core driving value since MEC began; throughout the years, sustainability became incredibly important too and this legacy still drives our mission to connect people in Canada to the outdoors, but with the climate crisis, the stakes are even higher.”

MEC’s goal is to inspire and equip people to be active in the great outdoors. As seen through its Pledge to Protect initiative, MEC values sustainability and stewardship. They strive to produce and sell their products in eco-friendly ways and work to preserve the wild places we explore. The company aspires to lead by example, encouraging others to take action towards environmental, social, and economic sustainability. 

For more information and real-time updates on this initiative, visit the Pledge To Protect page on MEC’s website at mec.ca/pledgetoprotect and stay up to date by following @mec on social media. 

About Mountain Equipment Company

Founded in 1971 in Vancouver, Mountain Equipment Company (formerly Co-Op) has spent more than 50 years supplying Canadians with high-quality equipment and gear for every outdoor adventure. As a leader in the outdoor retail industry, MEC caters to a broad range of activities like camping, cycling, climbing, hiking, running, and snow sports. MEC is more than just a retailer; the company has built a reputation of strong sustainability and environmental stewardship practices. 

Contact:
Libby Meldrum
Marketing Coordinator, Mountain Equipment Company
Email: libby@mec.ca

Part 1: Communications Plan

I chose to develop a communications plan for Mountain Equipment Company (MEC) and its existing CSR initiative – their pledge to protect the environment. Note: Their initiative doesn’t have a name, so for the benefit of my assignment, I named it ‘Pledge to Protect

Key Messages

• Initiative goal: MEC’s overall goal is to protect the environment and advocate for climate action. 
• Specific targets
  • Direct operations (stores, buildings): Reduce emissions by 55% by 2030 and 90% by 2050.
  • Supply chain (products): Reduce emissions 55% per sold product by 2030 and 97% by 2050.
• Working together as a leader in the outdoor retailing industry
  • MEC recognizes that everyone must do their part and contribute to fighting climate change. 
  • The Outdoor Industry Associations Climate Action Corps (which MEC is a founding member of) has a collective goal of becoming the first climate-positive industry by 2030. They will work to reduce greenhouse gas (GHG) emissions and remove more GHG from the atmosphere than you emit (Climate targets | MEC).

Target Audiences

• Current MEC Customers/Members
  • Share our message with current consumers so that they feel proud to support our company and we build customer loyalty.
• Nature Lovers and Environmentally-Conscious Consumers
  • Target those who participate in outdoor activities like camping, hiking, climbing, and/or biking because they appreciate the great outdoors and sustainable equipment.
• General Public and Media Outlets
  • Share our messages with a wide range of people, not just those who are already environmentally conscious. In order to achieve our goals, we need all people to be aware of eco-friendly efforts.
  • Direct our messaging to local media outlets to help generate buzz for our initiative.

Channels and Tactics

• The MEC Website and Blog:
  • Publish articles/blog posts that explain the initiative and provide progress reports. 
  • Write profiles on leaders in this initiative, whether that be MEC employees or community partners. 
  • Create a designated section on MEC’s website where we visually track our progress on the Pledge to Protect’s specific emissions goals.
• MEC’s Social Media Platforms:
  • Use Instagram, Facebook, and TikTok accounts to promote our Pledge to Protect with engaging photo and video content.
    • In short videos and infographics, highlight how our sustainable products help you experience nature while helping our planet short videos or infographic-style posts. E.g., behind-the-scenes videos from production centres or visual representations of our progress. 
• Email Newsletters:
  • Utilize MEC’s existing customer/member mailing lists to share information. This could include exclusive content for MEC members, like an early heads-up on product launches or upcoming community events. 
  • Our email newsletters can have a designated section for updates and progress reports. 
• Press Releases:
  • Press releases (like the one written below) are essential to share important information about our initiative and progress with local news and media outlets.

Evaluation Methods

• Engagement:
  • Monitor website traffic and social media interactions (e.g., views, likes, comments, shares, follows). 
• News/Media Coverage:
  • Track the amount of coverage we receive from local news and media outlets.
• Customer Feedback: 
  • Conduct online surveys to monitor awareness and support for Pledge to Protect.