REI Co-op has announced it will continue its tradition of closing all 190 of its locations on Thanksgiving and Black Friday and pay its 15,000 employees to spend the day outside. This initiative, called 'Opt Outside,' figures as a way to prioritize employee well-being and encourage people to enjoy nature rather than engage in the typical shopping frenzy of Black Friday. As part of this year's campaign, REI is providing recommendations for peaceful outdoor destinations across the US.
By maintaining its stance of closing during the busy shopping period, REI reinforces its commitment to values over profit. The 'Opt Outside' campaign has inspired many to rethink their holiday shopping habits, focusing on nature's benefits and mental well-being instead of consumerism. This aligns with the company’s broader mission to connect people with the outdoors.
Outdoorsy Branding Initiatives
REI Co-Op Continues Its Tradition of Closing All 190 Locations
Trend Themes
1. Employee Well-being Emphasis - Businesses are increasingly prioritizing employee well-being, shifting focus from profit-driven events to initiatives that foster mental health and work-life balance.
2. Nature-centric Campaigns - Marketing trends are gravitating towards campaigns that promote outdoor activities, enhancing brand image by associating with nature and sustainability.
3. Holiday Shopping Redefinition - The concept of holiday shopping is being redefined as companies encourage consumers to value experiences and well-being over material purchases during high-sales periods.
Industry Implications
1. Retail - Retailers are exploring innovative approaches to traditional shopping events, emphasizing meaningful experiences and reducing consumerism to resonate with evolving consumer values.
2. Outdoor Recreation - The outdoor recreation industry benefits from campaigns that encourage more time in nature, aligning with growing public interest in health and environmental consciousness.
3. Employee Wellness Programs - Companies are investing in comprehensive employee wellness programs that go beyond the workplace, incorporating activities and campaigns that promote a healthier lifestyle.