Conservative watchdog group Consumers’ Research has accused outdoor gear brand Yeti of promoting Diversity, Equity, and Inclusion (DEI) initiatives, including partnerships with organizations that support transgender ideology for children. The group highlighted Yeti’s sponsorships and internal training programs as evidence of a broader push into “woke” corporate practices.
According to Consumers’ Research, Yeti has maintained its focus on DEI despite economic uncertainty prompting some companies to scale back similar initiatives. The company has partnered with nonprofits such as Skate Like a Girl and SheJumps, which promote inclusion of transgender individuals in sports and outdoor activities.
Yeti’s 2022 Environmental, Social, and Governance (ESG) Report detailed its support for Skate Like a Girl’s summer skate camps, which included trans women and girls. Similarly, SheJumps serves women, girls, and non-binary individuals identifying with women’s communities in outdoor recreation.
In addition to external partnerships, Yeti has implemented internal DEI measures. The company launched a DEI Council and offered training sessions on unconscious bias for employees, emphasizing themes like “understanding bias” and “choosing courage.” By 2024, Yeti reported achieving gender pay equity and set goals to increase racial and gender diversity by 2030.
Critics argue these initiatives contradict the company’s American brand identity. Consumers’ Research Executive Director Will Hild stated, “Yeti was an iconic American brand, but it has turned away from American values. Consumers deserve better.” Hild also expressed concern over Yeti’s involvement with organizations allegedly promoting transgender ideologies to minors.
Yeti has also partnered with The Venture Out Project, which organizes outdoor activities for LGBTQ+ communities. An upcoming event advertised by the group includes a “Queer Forest Bathing Retreat.”
Consumers’ Research has pledged to continue exposing companies that prioritize DEI and ESG goals over customer service, warning against what it sees as a dangerous trend in corporate America.
