The Leadership We Need Right Now

Retail Brew analyzing how REI is doubling down on diversity, equity and inclusion:

While REI is affirming its values now, the company, by its own admission, betrayed them earlier in the current Trump administration.

Full disclosure: I work for REI and what follows is my personal view from the inside.

Earlier this year the Co-Op signed on to an outdoor industry letter sent to The Senate Committee on Energy and Natural Resources supporting the nomination of Doug Bergum for Secretary of the Interior. Many REI employees were left confused, upset and feeling somewhat betrayed by a company whose primary purpose was to protect our public lands and work tirelessly to ensure the outdoors is accessible for all. We felt the letter was in direct conflict with the values that drew us to work at REI.

Since that letter was published, REI has a new CEO. In one of her first public statements as CEO, Mary Beth (MB) Laughton announced clearly and transparently that it was a mistake signing the letter:

Signing that letter was a mistake. The actions that the administration has taken on public lands are completely at odds with the long-standing values of REI…I’m here to apologize to our members on behalf of REI, to retract our endorsement of Doug Burgum, and to take full accountability for how we move forward.

At REI’s annual member meeting held on May 8th, MB made another public statement affirming REI’s commitment to DEI, even in the face of mounting pressure from the current administration:

In a time when our public lands and values like diversity, equity and inclusion are under threat, I want you to hear from me that REI believes these are essential to our business.

I feel like this is the kind of leadership REI needs right now. Admitting mistakes, owning the accountability for those mistakes, and charting a path forward honoring the core values that make the Co-Op a special place work. Most of us who work at REI don’t work there because we love selling tents. We work there because we love the outdoors. We want to protect it. We want to ensure people of all backgrounds and abilities can experience it. We want to make a positive impact in the world. With leadership like this at the helm, I still believe all of that is possible.

The retail industry is tough business. It’s even harder when the political current is working against company values. As I survey the room of other retailers and notice their actions related to the politics of the day, it’s very easy to see which companies are willing to sell out for political favor. I’m glad REI is not one of those.