In this episode, REI's EVP details how the brand is fostering engagement by putting purpose before profit, instead prioritizing customer wellness to drive value

Black Friday sales? Not at REI. As part of its #OptOutside campaign emphasizing disconnection from digital lives and a focus on healthy living, the outdoor apparel retailer is encouraging its employees and consumers alike to take the day off, and spend it in the great outdoors.

In this show, PSFK speaks to REI EVP and chief customer officer, Ben Steele, about how his brand is maintaining its status as the “original lifestyle brand” by putting purpose before profit, and prioritizing customer wellness.