Retailers like Walmart, Dick’s Sporting Goods, Bass Pro Shops, REI, and even specialty retailers now expect brands to measure and improve their social & environmental performance. Why? Because these retailers have their own sustainability goals they are trying to achieve, such as: Net-Zero by 2050, Zero Waste, and others focused on climate, nature, waste reduction, worker livelihoods, and safer products; and as one of their suppliers, your brand is either helping or hindering them from achieving their sustainability goals. In my opinion, retailers hold the most influence of how sustainability can be adopted globally because it is a market force that changes how businesses view sustainability. For example, brands who may not have previously considered making a switch to more sustainable packaging, or measuring and reducing their carbon footprint, but are now being asked by their retail customers. In many cases, these retailers are the brand’s largest customer, so unless they can afford to lose their business, it makes sense to help their customers by meeting, and preferably exceeding, their expectations.
REI Sustainability Goals
REI’s mission is to “connect every person to the power of the outdoors and engage them in the fight to protect it. We harness our cooperative spirit to help ensure the outdoors remains a place we can all support and love for generations to come.” It is helpful for brands to understand that your brand has an environmental and social impact, and REI wants to ensure the brands they carry are aligned with their mission. With that background information in mind, let’s take a look at a coupe of REI’s sustainability goals (Climate & Waste) so you understand why that your brand can protect revenue by helping REI achieve its sustainability goals:
REI 2030 & 2050 Climate Targets
Near term targets:
- REI commits to reduce absolute scope 1 & 2 GHG emissions 47% by 2030 from a 2019 base year.
- REI also commits to reduce absolute scope 3 GHG emissions 47% within the same timeframe.
- REI commits that 41% of its suppliers, by emissions, covering purchased goods and services will have science-based targets by 2025.
Long-term net zero target:
- REI commits to reduce absolute scope 1, 2 and 3 GHG emissions 90% by 2050 from a 2019 base year.
- REI commits to reach net-zero greenhouse gas emissions across the value chain by 2050.
Takeaway: If your brand is not measuring and reducing your scopes 1-3 GHG emissions, you are not helping your customer (REI) achieve their goals.
Zero Waste Operations
REI has a long-standing aspiration to be a zero-waste organization, and in 2024, we achieved our target to divert at least 90% of operational waste from landfill.
Takeaway: The packaging you send your products in either helps or hinders REI’s ability to maintain zero waste operations. For example, if your products are shipped in a hard to recycle plastic, that packaging will likely end up in the landfill, and moves REI further away from being able to divert 90% of waste from the landfill.
REI Product Impact Standards
The REI Product Impact Standards are designed to help REI customers shop with confidence, knowing that the co-op’s values are reflected in the products they assort. These standards outline REI’s expectations regarding how REI and their brand partners manage key impacts related to sustainability and inclusion. They also identify “preferred attributes” – leading product features that REI encourages its brand partners to use across their products to help reduce carbon emissions and support other positive outcomes, including recycled materials, organically grown cotton, Fair Trade certification and others.
When selecting which products to sell to REI members, REI prioritize those with their preferred sustainability attributes. In 2024, 48% of REI sales came from products with at least one preferred attribute. REI’s aspiration is that every product they sell supports a healthier and more resilient planet, and a more equitable and inclusive society. Take a look at some of their data to demonstrate the sustainability sells at REI:
Takeaway: REI is prioritizing brands who have sustainable attributes like The Climate Label, or Fair Trade. Outdoor consumers clearly value climate action and are supporting brands with science-aligned emission reduction targets. REI and outdoor consumers are prioritizing brands that participate in industry sustainability initiatives and have a supplier sustainability training program in place.
For more information, please visit REI’s 2024 Impact Report.
What’s New with REI’s Product Impact Standards 4.0?
If you are one of REI’s suppliers, or if you are a brand that hopes to sell your products on REI shelves, you should be familiar with REI’s Product Impact Standards. REI updated their standards at the end of 2023 (version 3.1), did another update in December of 2024 (version 3.2), and that latest update in February 2026 (4.0). Here’s a list of what’s new:
- Added quality standards as a new expectation under the Climate & Environmental Stewardship section.
- Added lifetime warranty as a new preferred attribute.
- Expanded scope of inclusive sizing expectation to include wearable gear.
- Expanded Marketing Diversity and On-Model Photography expectation to provide photo assets that feature product in at least one size outside of standard size.
- Updated expectation language and description for clarity.
In short, REI is using market forces to drive sustainability and if your brand wants to stay on their shelves and protect revenue, it is highly recommended that you not only meet their sustainability expectations, but exceed their expectations.
How Emerger Strategies Can Help
What would happen if your brand lost REI as a customer? Alternatively, what if you are a brand who aspires to sell to REI, but don’t have your sustainability house in order? That’s where Emerger Strategies comes in.
Our proven 5-stage system helps fishing and outdoor brands meet retailer sustainability requirements, reduce regulatory risk, and uncover cost-saving opportunities—without hiring a full in-house team.
The Compliance-Ready Brand Blueprint™ is a step-by-step system that transforms sustainability from a compliance burden into a profit-protecting business advantage.
Get your sustainability house in order in 30 days by contacting us today, or by filling out the form below:
