REI's #OptOutside campaign encourages the outdoor retailer's consumers to stay home during Black Friday shopping events that are often synonymous with long line-ups, giveaways and dramatic discounts on their favorite products.
While the unique marketing move may shock some, it stays true to REI's brand values and suggests that spending a day outdoors is more meaningful than spending it waiting to buy a marked down item.
For many North Americans, Black Friday shopping trips are a post-Thanksgiving ritual but REI's #OptOutside campaign opposes the tradition in exchange for time spent outdoors with loved ones. In addition to promoting the outdoor retailer's core values, this campaign also embodies its dedication to products that are marketed to a demographic who desires quality over savings.
What's Driving This Trend
- Anti-consumerism Marketing
- Explore advertising campaigns that promote values over sales to appeal to consumers who prioritize individual beliefs and causes.
- Experience-based Marketing
- Craft marketing strategies that prioritize unique experiences over discounts to attract consumers seeking authentic and memorable interactions with products or brands.
- Social Responsibility Marketing
- Develop marketing campaigns that prioritize social and environmental responsibility to appeal to consumers who prioritize ethics and sustainability in their purchasing habits.
Who This Affects Most
- Outdoor Retail
- Opportunities to cater to consumers who prioritize social responsibility, experience, and value over discounts in their outdoor product purchasing.
- Marketing and Advertising
- Opportunities to create and implement unique and ethical marketing campaigns for clients who value social responsibility, experience, and values over traditional sales tactics.
- Tourism and Hospitality
- Opportunities to create travel and hospitality experiences that prioritize unique and sustainable travel over traditional travel deals to attract consumers who prioritize values and experiences over discounts.
