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 focused on building a community that inspires and equips consumers for the outdoors, but in recent years, its financial performance has made that mission more difficult to fulfill, leading to cuts and discontinuation of their experiential programming.

Despite the REI’s internal challenges, the outdoor wear and gear category is growing.

  • 79.5% of adults agree that the outdoors boosts their mood (Mintel). There is growing recognition of how there is a positive correlation between spending time outside and 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%)

For empty nesters, children bring a natural connection in their lives, but without their presence, they feel lost.

With a newfound sense of freedom, empty nesters seek ways to stay busy, experimenting with new hobbies that prioritize both well-being and adventure. As a result, they’re naturally drawn to activities that get them outdoors.

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 want to start over, but they don’t know where to begin. 




Creative Campaign

The New You, Outside

“The New You, Outside" is about rediscovery through connection, showing that the outdoors isn’t meant to be experienced alone, but together. REI becomes the place where people rediscover who they are through community.

OOH

TV Spot

Team

Anna McHutcheon (Strategy)

Al Sutherland (Strategy)

Helena Wang (Strategy & Art Direction)