|REI’s Force Of Nature Wants To Change The Game For Women Outdoors
Fresh off a successful campaign to change the way retailers approach Black Friday, REI is unleashing Force of Nature, a multi-pronged effort to change the industry's approach to women as employees and customers.
The outdoor co-op is hoping to advance gender equity in this category. REI was co-founded by a woman – Mary Anderson, now 107 – and today 45% of all REI employees and nearly half of corporate officers are women.
"Women's leadership for us has been a really big deal at REI for a long time," said Laura Swapp, director of public affairs and next-gen marketing. "Our challenge was how can bring this to the rest of our 16 million members."
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This article originally appeared on Forbes.com. You'll find a link to the original after the post.
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