How woke is REI Co-op?

Introduction

REI Co-op is known for its outdoor gear and cooperative business model and has grown into a socially active brand that increasingly engages in progressive causes. Founded in 1938, REI has built a reputation for its commitment to sustainability and its focus on diversity, equity, and inclusion (DEI).

This review assesses how “woke” REI has become by examining its financial contributions, DEI policies, mandatory training, support for LGBTQ+ initiatives, and overall marketing and branding strategy. 

Financial Contributions to Progressive Causes

REI Co-op has demonstrated its commitment to social justice, climate activism, and LGBTQ+ rights through substantial financial contributions. In 2023, REI’s Cooperative Action Fund donated a record-breaking $6.1 million to over 260 organisations, and in 2022, they committed $4 million to organisations focused on social justice. REI’s continued support for these causes positions it as a leader in promoting racial and social equity in the outdoor community.

Through these initiatives, REI has become a central player in supporting progressive organisations. However, this strong focus on equitable outcomes in the outdoors raises questions about whether the brand’s resources are effectively used to balance social justice advocacy and its core business of selling outdoor gear.

Prioritisation of DEI Policies

REI Co-op’s DEI policies are a significant part of its corporate identity. According to Wilma Wallace, REI’s Chief Diversity and Social Impact Officer, the company is focused on diversity and inclusion in every aspect of its operations, ensuring that all individuals feel welcome and valued. Wallace has been instrumental in driving these initiatives, raising the standard for diversity and inclusion in the retail sector. REI’s approach goes beyond mere diversity quotas and strives for a deep cultural shift across the company, from hiring practices to customer service.

Internally, this approach is designed to hold leaders accountable for their commitment to DEI benchmarks, while externally, it is reflected in how REI interacts with customers and partners. However, as with many companies prioritising DEI, such policies sideline merit-based hiring practices in favour of identity-based quotas.

Mandatory Training Sessions

REI Co-op has integrated DEI training into its workforce development programs, reflecting its broader mission to create an inclusive work environment. Although details about the specific content of these training sessions are not publicly available, the company’s 2023 Impact Report highlights its efforts to educate employees about diversity and inclusion issues. The training, likely addressing unconscious bias and systemic oppression, aligns with REI’s goal of ensuring all employees feel respected and heard.

The potential for these training sessions to impose a one-sided narrative is very high. 

Support for LGBTQ+ Initiatives

REI Co-op has taken strong steps to support LGBTQ+ initiatives, further cementing its position as a socially conscious brand. The company has a long-standing record of supporting LGBTQ+ rights through its Cooperative Action Fund, providing crucial financial backing for initiatives that aim to make the outdoors more welcoming for everyone, regardless of sexual orientation or gender identity. During Pride Month and beyond, REI consistently emphasises its support for the LGBTQ+ community, ensuring that this advocacy is not confined to a single moment but integrated into its year-round activities.

These causes have drawn criticism from consumers who prefer brands to focus on their products rather than engaging in political or social activism. Nevertheless, REI continues to prioritise this cause, likely appealing to a younger, more progressive audience.

Marketing and Branding

In recent years, REI’s marketing and branding have increasingly shifted towards promoting social justice and environmental sustainability. The company’s advertisements often feature messages that align with progressive values, such as equity in outdoor access and climate activism. This shift is part of REI’s broader strategy to position itself as a brand that cares about more than just selling outdoor gear.

REI’s marketing campaigns are carefully crafted to reflect the company’s alignment with social and environmental causes, a move that has helped attract a diverse customer base. However, this approach has not been without its critics, with some consumers accusing the brand of virtue signalling. As REI continues intertwining its marketing with messages of equity and environmental justice, it alienates those who prefer a more apolitical shopping experience.

Conclusion

REI Co-op has fully embraced its identity as a socially progressive brand, strongly focusing on DEI policies, financial support for LGBTQ+ causes, and climate activism. These initiatives have earned the company praise from progressive consumers but have also led to criticisms that REI is more concerned with advancing a woke agenda than focusing on its core business.

As the brand continues to push forward with its advocacy for social justice and equity, it must balance its desire for inclusivity with the risk of alienating more traditional or conservative customers.