76 — Breaking Ground: Using Insights to Uphold Brand Values with REI's Jennifer Lu

What does it mean for brands to uphold their values?

In this week's episode, Jennifer Lu, Customer Research Lead at REI, delves into the crucial intersections of inclusivity and climate action within the outdoor industry. She shines a spotlight on REI's groundbreaking initiatives like the Re/Supply program, underlining the necessity for brands to demonstrate concrete ways individuals can contribute to these overarching commitments. Jennifer's vision for the future of outdoor exploration and inclusivity emerges as a powerful narrative, advocating for individuals to authentically embrace their outdoor experiences while feeling safe and secure. She passionately emphasizes that companies must move beyond mere lip service to inclusion and diversity, and instead showcase tangible avenues for active participation in these vital causes.

You can reach out to Jennifer on LinkedIn.

Many thanks to Jennifer for being our guest. Thanks also to our producer, Natalie Pusch; our editor, James Carlisle; and this episode's sponsor, SurveyMonkey.