REI Co-Op Creative Strategy

THE ASK – Develop a creative campaign targeting single empty nesters for REI.

THE CHALLENGE – Children brought natural connection in empty nesters’ lives, but without their presence, they feel lost.  

THE SOLUTION –  The outdoors is where empty nesters can start to find their new community with REI as their guide.

Here’s how we got there.

  • We deep dove into the trend landscape and how REI can apply them to their current messaging.

    See full analysis here.

  • Tons of it. From hashtags on Instagram to reading blog posts, we dove deep into the habits and minds of empty nesters to understand their priorities.

  • We sat down and talked to empty nesters about how they’ve navigated through change and what they are looking for in their brands. 

REI as it stands.

REI has a brand history built around community, equipping  people to experience the outdoors together. However, financial challenges in recent years  have limited its ability to deliver on that mission, leading to cuts in experiential programming.

At the same time, the outdoor category continues to grow.

  • 79.5% of adults agree that the outdoors boosts their mood (Mintel).

  • Research shows a strong correlation between spending time outside and improved mental and physical health (UC Davis). 

  • A report estimates the global outdoor gear & equipment market at about USD 61.7 billion in 2025, projected to reach about USD 111 billion by 2035 (CAGR ~5.8%)

The Audience

For empty nesters, the transition into this new life stage often brings a loss of built-in connection. With children out of the home, many experience a sense of isolation and lack of structure in their daily lives.

At the same time, they are actively seeking ways to reconnect, with themselves and with others, often through new hobbies and outdoor activities.

Social

“Exercise in creative ways. Hike/take walks, take dance class, Yoga, Pickleball, Bowling, Chi Gong Go, Kayaking… I am investing in myself as I firmly believe that this will make the next few decades happier.”

- Reddit User


Insight

Empty nesters are looking for connection, but lack a clear way to find it.




Creative Campaign

The Next Chapter Lives Outside

REI can reclaim its role as a community builder by helping empty nesters reconnect not just with the outdoors, but with others who are navigating the same life stage.

This platform centers REI as the place where connection happens. By bringing people together through shared outdoor experiences, REI helps empty nesters rebuild a sense of belonging in this new chapter of life.

OOH

TV Spot

Team

Anna McHutcheon (Strategy)

Al Sutherland (Strategy)

Helena Wang (Strategy & Art Direction)

Kenna LaFitte (Strategy)