Earlier this year, outdoor retailer REI faced significant backlash for its support of Doug Burgum, the United States Secretary of the Interior and Governor of North Dakota. Burgum is a strong supporter of Donald Trump and his policies, which have had a direct impact on the environment and outdoor spaces. The endorsement was initially intended to secure a voice within the administration, but the situation has evolved with the arrival of the company’s new CEO.
Newly appointed CEO Mary Beth Laughton addressed the public by issuing an apology regarding a recent endorsement. In her statement, she acknowledged that the endorsement was a mistake, as the current administration’s values regarding the outdoors differ significantly from those of REI. The company is passionate at its core about creating longstanding commitments to environmental stewardship and public land preservation. Various commenters on the company’s message, which was posted to Reddit, agree with the CEO’s sentiment.
“Love this. Great starting move, MB!”
The apology transitions into a new commitment with The Conservation Alliance and various brands to unite the business community in protecting the country’s waterways. Laughton also calls on the administration to ensure transparency regarding major decisions that impact public land and to prevent the large-scale sale of land.
Doug Burgum has long been a Donald Trump sympathizer, even attempting to dial down reactions to the now President during last year’s election season. Fortunately, the outdoors company was able to see the error of their ways and truly understood how their collaboration and endorsement affects not only those who shop their brand, but the world as a whole. I’m glad to see that REI remains dedicated to protecting natural spaces, even it happens to be at the cost of a percentage of their customers.
This incident underscores the importance of aligning with foundational values and the significant role of member feedback in shaping corporate decisions. It’s also interesting to see the broader challenges faced by companies who feel that they need to have a political side in order to stay in business. Ideally, more businesses like REI will hold onto their values and do what their can to satisfy the communities that got them to where they are in the first place.
