REI will be closing its doors again on Black Friday, paying its 13,000 employees to spend the day outside instead, and encouraging shoppers to do so as well. In the history of the event, #OptOutside has generated 12.5 million posts on Instagram and 834,600 tweets.
But this year, the retailer is also asking a favor of its 18 million members: to participate in a "nationwide clean-up effort" in November and sign up for a 52-week "action plan" to reduce their environmental footprint over the next year. The action plan includes everything from recycling better to thinking more critically about life choices like travel. That changes the focus of #OptOutside slightly, which has in the past centered squarely on shoppers spending time in the outdoors.
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