REI Is Taking The Fight For Gender Equality Outside
According to research done by outdoor retailer REI, 72% of women say they feel liberated or free when they are outdoors, but only 32% describe themselves as “outdoorsy.” One of the most cited reasons for this is the primarily male-dominated news, social media, and marketing around the outdoor industry. In response this week, REI is launching a new initiative called “Force of Nature,” a commitment to making women the prime focus of the company’s nonprofit investments, gear development, and marketing for the rest of 2017.
“REI can help inspire and enable more women to make the outdoors a part of their lives,” says CEO Jerry Stritzke. “Through ‘Force of Nature,’ women will be front and center in our brand and storytelling spaces, but our commitment goes way beyond a ‘brand’ discussion.”
[+] Read More