REI is encouraging its members in the fifth year of #OptOutside movement to take action instead.

In the realm of retail, REI is leading the charge towards a greener future. The outdoor recreation giant is exploring ways to offer customers more choices and inform them about the environmental impact of those choices, such as opting for Buy Online Pickup In-Store (BOPIS) versus home delivery.

REI's commitment to sustainability is evident in its upcoming trials. The company is planning to implement an online reservation system for gear rentals and test a used gear buyback programme with 5,000 of its members. This move not only promotes circular economy but also provides a more affordable and eco-friendly option for customers.

Steele, a representative from REI, emphasises the importance of businesses questioning the impact of their actions and striving for a positive environmental outcome. This ethos is reflected in REI's initiatives, such as the #OptOutside campaign, which encourages businesses to make retail more sustainable and provide customers with eco-friendly choices.

Black Friday, traditionally a day of frenzied shopping, is being reimagined by REI. The retailer is using the platform to encourage consumers to "opt to act" on environmental issues. Rather than shopping, REI is encouraging its customers to spend the day outside.

REI's dedication to sustainability extends beyond its stores. The company has expanded its rental services over the past year and will conduct a conservation activity focused on environmental stewardship in collaboration with Leave No Trace and United by Blue in November.

To help its customers reduce their environmental footprint, REI is encouraging its members to sign up for a 52-week action plan. This programme encourages small changes throughout the year, making sustainability more accessible for those who may feel uncertain about taking action on environmental issues. The action plan includes initiatives like recycling better and thinking critically about life choices like travel.

REI is also organising a nationwide clean-up effort in November, inviting its 18 million members to participate. The retailer is partnering with 11 cleanup sites in collaboration with Leave No Trace and United by Blue.

Activist marketing is not new to consumers, but REI is dedicated to both talking and walking the walk on environmental issues. Steele, from REI, stated that it's not enough for a company to be a leader if the situation is worsening, and that businesses should be willing to take action to address the climate crisis. Steele also encourages businesses to think beyond profit and consider the impact of their actions when making decisions about delivery and other aspects of retail.

The latest #OptOutside campaign by REI has generated 12.5 million posts on Instagram and 834,600 tweets, highlighting the impact and reach of the retailer's sustainability efforts. Brands like Patagonia have also tried to make consumers more conscious of the environmental impact of their choices, following a similar approach to REI.

REI is proud of the work done in the past, but recognises the need for continued action to achieve a positive environmental outcome. As Steele put it, "We've made progress, but there's still much work to be done."

REI is encouraging its members in the fifth year of #OptOutside movement to take action instead.