With DEI Under Attack, REI Co-op Stands Strong on Its Inclusive Mission
The fight against diversity, equity and inclusion (DEI) led by the current political administration has prompted some companies to scrap or scale back efforts. But REI Co-op appears to be staying the course.
In a joint letter, chief executive officer Eric Artz and president Mary Beth Laughton reaffirmed the outdoor specialty retailer’s diversity-focused mission.
“We were founded in 1938 on a core set of values, focused on expanding access to outdoor places for more people,” the letter read. “These values have been integral to who we are, how we do business and to our success over the years.”
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It continued, “Living up to our purpose — to inspire and enable a life outside for everyone — requires us to stand firm in our commitment to building a co-op that is welcoming, affirming and inclusive for our employees, members and broader communities. Honoring and celebrating a diversity of experiences, perspectives and contributions makes this co-op stronger.”
Though the letter announced REI would not stray from its mission, the retailer did not reveal any new efforts or initiatives.
In recent years, REI has made several investments to ensure equity was at the forefront of everything it does. For instance, in July 2020 — just two months removed from the murder of George Floyd — the retailer revealed a list of commitments to work toward racial equity, both internally and consumer-facing.
From there, the retailer launched the REI Cooperative Action Fund in October 2021 to fund organizations promoting justice, equity and belonging in the outdoors, as well as Path Ahead Ventures, which was an investment of $30 million in 300 founders of color as they start and scale their businesses. (In April 2024, REI celebrated 16 emerging companies that completed its Embark program, a three-month curriculum that is part of Path Ahead Ventures that helps turn early-stage ideas into viable businesses.)
While it continues to be known for its inclusive-centric policies, REI has faced some pushback from employees, as a growing union effort has taken root across some of its key stores in recent years.
REI’s latest statement around inclusivity comes at a time when some retail behemoths have opted to move in the opposite direction. For instance, in November 2024, with pressure mounting, Walmart Inc. confirmed it would not extend its five-year, $100 million commitment to the Racial Equity Center, among several other policy rollbacks.
And in January 2025, Target Corp. announced it was concluding its Racial Equity Action and Change initiatives this year, as planned, and will stop all external diversity-focused surveys, including the Human Rights Campaign’s Corporate Equality Index.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
