Tough Love, Part 2 — REI #optoutside

The ultimate expression of tough love.

In Tough Love Part 1, I wrote that I would like to see brands not just make things people love, but to practice TOUGH LOVE. That is, to take and hold a firm position on what people should love based on a position of enlightened and mutually aligned interests (what is good for all, is good for us, too).

This week, REI gave us a great example of tough love. They didn’t give us what we love (access to their stores on a busy shopping day with heavily discounted products), but that which is in our best interests (a chance to reflect on the absurdity of unbridled consumerism, opportunity to spend our time doing something productive — going outside).

They helped promote our collective and individual welfare, by denying us access, enforcing certain constraints, and encouraging us to take responsibility for our own actions.

The campaign is #optoutside.

It doesn’t make obvious business sense. It doesn’t cater to our expressed needs. But, it demonstrates to me that REI is willing to take a short-term hit to their bottom-line, to hold a position of enlightened and mutually aligned interests.

As a result, I bet their business will continue to grow over time. And, I will continue to shop their products so I can spend more time outside.