REI's '#OptOutside'

Definition

REI's '#OptOutside' is a marketing campaign initiated by the outdoor retail company REI, encouraging people to spend time outdoors instead of shopping on Black Friday. The campaign, which started in 2015, promotes the idea of taking a break from consumerism and reconnecting with nature. By closing its stores on Black Friday and paying employees to spend the day outdoors, REI positioned itself as a brand that values experiences over purchases and aligns with the growing movement towards sustainability and mindfulness.

5 Must Know Facts For Your Next Test

1. The '#OptOutside' campaign gained significant media attention and sparked a national conversation about consumer habits during the holiday season.
2. REI's decision to close its stores on Black Friday resulted in millions of people participating in outdoor activities instead of shopping, showcasing the campaign's success.
3. The initiative aligns with REI's brand identity as a supporter of outdoor activities and environmental conservation.
4. In addition to encouraging outdoor experiences, '#OptOutside' promotes values like mindfulness, health, and community engagement.
5. The campaign has inspired other brands to consider similar initiatives aimed at promoting well-being over consumerism.

Review Questions

• How does REI's '#OptOutside' campaign reflect a shift in consumer values regarding shopping during the holiday season?
  • REI's '#OptOutside' campaign highlights a growing shift among consumers who prioritize experiences over material possessions. By encouraging people to spend time outdoors instead of shopping on Black Friday, REI taps into values such as mindfulness and sustainability. This shift indicates that many consumers are seeking deeper connections with nature and their communities rather than participating in traditional consumer behaviors.
• Analyze how '#OptOutside' has impacted REI's brand image and its relationship with customers.
  • The '#OptOutside' campaign has significantly enhanced REI's brand image by positioning it as a leader in promoting outdoor experiences and environmental consciousness. This initiative resonated deeply with customers who share similar values, fostering a stronger emotional connection between the brand and its audience. As a result, REI has cultivated loyalty among its customers who appreciate the company's commitment to social responsibility over mere profit.
• Evaluate the broader implications of '#OptOutside' for other brands considering similar campaigns focused on social responsibility.
  • '#OptOutside' serves as a powerful case study for other brands exploring campaigns centered around social responsibility. Its success demonstrates that consumers are increasingly drawn to brands that align their values with positive social and environmental causes. This encourages companies to rethink traditional marketing strategies, embracing initiatives that prioritize community engagement and sustainable practices. Brands that adopt similar approaches may not only enhance their reputation but also foster deeper connections with their audiences in an ever-evolving marketplace.

Related terms

Consumerism: The social and economic ideology that encourages the acquisition of goods and services in ever-increasing amounts, often leading to excessive consumption.

Brand Activism: When a brand takes a stand on social, environmental, or political issues, aligning its identity and mission with causes that resonate with its target audience.

Experiential Marketing: A marketing strategy that focuses on creating memorable experiences for consumers rather than just promoting products, often leading to deeper emotional connections with the brand.