REI's Built-In Community Helped the Brand Survive the Covid-19 Crisis—and Become Carbon Neutral

A long history of environmental activism exemplifies purpose-driven marketing

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Key insights:

This week, REI Co-op announced that it is set achieve its 14-year commitment that it set for itself back in 2006 to be carbon neutral this year, not an accolade many retailers can make in today’s climate.

In tandem, the company unveiled a new plan that goes beyond attaining carbon neutral status, aiming to halve its carbon footprint over the next decade.

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