• by Sarah Mahoney  @mahoney_sarah, April 11, 2025

For REI, staying true to its brand purpose means listening --especially when it gets something wrong. After endorsing Doug Burgum as Secretary of the Interior, a move that stunned many of its 22 million members, the company is now apologizing and trying to rebuild trust.

Just a week into her tenure, new CEO Mary Beth Laughton issued a public mea culpa, acknowledging that REI’s decision to sign a letter of endorsement for Burgum had backfired. The letter, co-signed with other outdoor organizations, was intended to secure “a seat at the table,” she said. Instead, it sparked a fierce backlash from employees and members who see environmental advocacy as core to the brand’s identity.

“Let me be clear -- signing that letter was a mistake,” Laughton said in a video posted to REI’s Instagram account. “Many of you shared your disappointment and frustration with that decision, and I hear you.”

Since taking office in January, Burgum has moved swiftly to expand oil and gas drilling in Alaska, roll back Biden-era climate protections, and order reviews of public land designations -- actions widely viewed as hostile to conservation. His directive to keep national parks open despite mass staffing cuts drew further criticism, primarily as the Department of the Interior contends with layoffs.

“The future of life outdoors has never felt so uncertain,” Laughton said in the video. “The actions that the administration has taken on public lands are completely at odds with the long-standing values of REI. I’m here today to apologize to our members on behalf of REI, to retract our endorsement of Doug Burgum.”

As part of that course correction, REI announced it is joining Brands for Public Lands, a new advocacy coalition formed in partnership with the Conservation Alliance. Founding members include Patagonia, Burton, Fjällräven North America and Osprey Packs.

The group aims to protect public lands from “improperly regulated oil and gas drilling, mining, and other types of exploration and development.” The coalition notes that visits to public lands generated $10 billion in economic activity last year -- and serve as the foundation of a $1.2 trillion outdoor economy.

Coalition members have pledged to engage customers directly, using brand influence to pressure policymakers -- and, in some cases, participate in direct lobbying efforts.