⛺ REI
More than just a retailer #OptOutside

💜 M&M's New Character
First in over a decade

📖 Authenticity Roundup
Reading list for you about Authenticity

| Authenticity Report

Welcome to our weekly newsletter as we bring you all the latest from the Authenticity community.

This newsletter is an exclusive benefit to our Authenticity community members.

As always, share your thoughts or say hello at [email protected] 

| REI 

"When the next generation asks us what we did when the outdoors and the world needed us most, I want to be able to say, “we did our best.”

Eric Artz - President & CEO, REI Co-op

REI is more than just an outdoor sports retailer. They are well known for their environmental and corporate stewardship — two topics that resonate profoundly with their 24.5 million members.

Over the 84 years since its founding, this co-op is always focused on the outdoors. It has been a leader in sustainability by sourcing 100 percent green energy for all its operations, advancing toward a zero-waste goal, and raising the bar on product sustainability through first-of-their-kind product sustainability standards.

Every Black Friday, they celebrate #OptOutside by shutting their retail doors & online business so employees & members can spend the day outside with friends and family.

Here is what our community thinks.

"They seem to be doing everything in their power to follow their principles around helping the planet."

"Promoting getting into nature by also providing classes and trips. They also closed their stores on Black Friday to encourage their employees and customers to get out into nature for their #optoutside campaign."

"It lives and breathes its DNA, its stores and employees constantly reinforce that, and the corporations' actions and marketing consistently reflect its DNA."

> Read why REI ranks Top 10 on our Authenticity 500 Brand Index.

| Authenticity Roundup

This week's interesting reads from around the web.

Breaking Free From Emotional Labor to Find Authenticity

Most employees have experienced the familiar strain of acting in a way that's not even remotely authentic to how they are actually feeling. Psychology Today

Hotels Crank Up TikTok Marketing in Pursuit of Authenticity-Seeking Guests

Well-done short-form videos create a feeling of authenticity. No wonder savvy, independent hotel brands are using the social media app TikTok to offer casual, energizing peeks at their properties. Skift

Aloha Authentic: Spelling matters with Hawaiian words

In Hawaiʻi, when was the last time you paid attention to island roadways' given names? Did you know you could learn more about our culture and history if you did? Correct spelling and pronunciation of Hawaiian words are important, as a slight deviation can change its meaning entirely. KHON

Three Ways To Form An Authentic Brand Voice With Gen Z

It is no longer about having the hottest influencers and celebrities post your product; it’s about your brand’s voice. Gen Z is known for being the most outspoken generation, and getting their attention is much easier than you think. Forbes

Rethinking Tourism, Focus on Authenticity & Connection

Travelers today are seeking genuine, authentic experiences and connections. Greece's tourism board is transitioning to sustainability, investing in the authenticity of the tourist experience, and focusing on education and skills. GTP

M&M’s Is Introducing A Purple Candy Character

M&M’s is introducing a new character for the first time in a decade - Purple Peanut M&M. Not only is the new M&M the first new character in 10 years, it is also the first female peanut M&M. Designed to represent acceptance and inclusivity, Mars, Inc. says the newest member of the M&M’s family is “known for her earnest self-expression” and self-awareness, authenticity and confidence are the reasons behind her charm and quirky nature.

| What Authenticity Means