Consumers Looking to Avoid Trump Have One Fewer Option in REI

In the Trump 2.0 era, many Americans have begun to engage in a new “conscious consumerism”—avoiding the companies that have bent the knee to the president. Data firm Numerator found that 38% of US consumers have participated in some form of a boycott over the last year, and 48% said they would stop buying from a company that had differing political views. Some may have felt that outdoor retailer REI would be an ideal place to shop during this time, a home for like-minded, outdoorsy people who care about the environment.

As an REI worker, I’m still expected to evangelize about REI’s mission—the outdoors, sustainability, and community. But ever since we started unionizing at REI in 2022, it’s now become a facade. REI’s leadership has endorsed leaders who gutted public lands, greenwashed their use of AI, deployed a union-busting law firm, and rigged their governance structure to shut out different perspectives. REI, a favorite of outdoor-loving liberals, has gone Trump.

The first public sign came when REI endorsed the Trump administration directly. The executives of the “co-op,” without any direct feedback from the members whose values and opinions they claim to base their decisions on, signed a letter of support for then-nominee for Secretary of the Interior Doug Burgum, who ended up being confirmed in a vote of 79-18. In the year since his confirmation, Burgum has spent much of his time opening federal lands up to oil and gas drilling and trying to make the “Gulf of America” name stick. While REI’s new CEO has issued an apology since, the damage is already being done.

But throughout our union effort, from organizing to now bargaining, we’ve seen up close how the co-op has aligned itself with President Donald Trump. REI has met our unionization campaign by hiring a law firm with deep ties to pro-business, anti-worker cases, Morgan Lewis. This firm has been contracted to bust unions in everything from Amazon to professional baseball.

As REI has continued to stonewall us at the bargaining table, it’s opened itself up to a new opportunity for “conscious consumerism.” We have authorized a boycott should the company fail to agree on a contract with its 11 unionized stores.

Its reputation has earned the respect of the Trump administration, as the president installed Crystal Carey, a former partner at Morgan Lewis, as the general counsel for the National Labor Relations Board (NLRB). In that role, Carey is responsible for setting the agenda for the NLRB as it weighs decisions on union elections, unfair labor practices, and more—including major cases regarding our union campaign. Morgan Lewis also handled the president’s taxes for many years. That’s who REI chose to hire—one of Trump’s favorite law firms.

Perhaps the most damning example of how REI is taking a page from the Trump playbook is how they’ve changed their governance structure. As a co-op, REI members elect the board of directors each year, seemingly a symbol of democratic governance and participation. Any co-op member can vote, and any member can run.

Last year, we decided to nominate two members to the board, Tefere Gebre and Shemona Moreno, longtime labor advocates, outdoor enthusiasts, and progressive leaders. Both were ideal candidates for REI’s board, but instead, their candidacies were rejected outright in favor of a slate of candidates handpicked by REI executives.

In response, we urged co-op members to vote down this slate. They responded overwhelmingly in support—members defeated the slate of candidates, and the board was left with multiple vacancies in response. An expression of will like this—again, from the very members whose values the co-op's executives claim impact their decisions—should have prompted REI to look inward and reflect.

Instead, REI took the Trump route. REI didn’t like the results, so they changed the rules. They moved up the board election to December, after holding it in April and May for years. This came in the middle of negotiations, which prevented us from speaking out against this anti-democratic move. Holding the election over the holidays meant participation would be low, and members couldn’t hear another perspective on any of the co-op’s preferred candidates. It’s a microcosm for how Trump is trying to change the rules of our democracy with the SAVE America Act and gerrymandering.

Of course, REI isn’t alone in cowering to the president. Another major retailer, Target, has also kept its head down during the second Trump administration. The company pulled back its Diversity, Equity, and Inclusion initiatives and remained silent as Immigration and Customs Enforcement ran amok in the company’s home state of Minnesota. And Target has paid the price as it has faced boycotts from customers and protests outside its stores.

While many corporations have bowed their heads to the president, it wasn’t always this way. During the first Trump administration, we even had companies like Microsoft, Google, and Facebook speaking out against Trump’s immigration policies.

As REI has continued to stonewall us at the bargaining table, it’s opened itself up to a new opportunity for “conscious consumerism.” We have authorized a boycott should the company fail to agree on a contract with its 11 unionized stores. We do not take this decision lightly, but we know that REI members and customers have our backs in the fight for a fair contract and in the fight against Trump.