After five years of encouraging people to Opt Outside on Black Friday, REI decided to take things a step further. The Opt To Act initiative is 52 weeks of simple challenges, encouraging audiences to reduce their negative environmental impact, get active, and leave the world better than they found it. We know change isn’t easy, but getting started is.
So great to see a company putting its money where it's mouth is. Ironically, forgoing the potential profits of Black Friday to create a movement for change and environmental action will probably push many people toward supporting REI with our dollars. Businesses can be profitable and responsible at the same time, and it would be great to see more of them follow REI's lead.