Unexpected Beauty -- and Power

This beautiful large chalk art mural stopped us in our tracks as we exited our local REI store. I loved the power in the sky and the feminine sun, and the cozy camping scenes below.

But there is far greater power in why this art was on our store's wall: REI has launched a public effort called Force of Nature that "...claims the outdoors as a place to opt out of cultural pressures to conform...especially for women."

That link takes you to REI's blog, which details the efforts the company is making to advance gender equity--"To create real change right now we are putting women--of all ages, races, sizes, gender expressions--front and center in all we do."

The REI plan has four major focuses: (1) "changing the narrative" and "putting women first for the rest of the year, ...starting with the stories we tell"; (2) creating community by holding "more than 1,000 events designed to get women outside," as well as extra classes, trips, and retreats; (3)  "closing the gear gaps...between the quality of men's and women's gear" and offering "expanded extended sizing options"; and (4) "committing $1 million to support community organizations that are already doing great work to create opportunities for women and girls in the outdoors." 

I don't work for REI. I do occasionally buy some clothes and travel gear there. I've never been an "outdoorsy" person, other than enjoying taking photos in natural settings, walking, and doing some gardening, but I applaud and support all the girls and women who do so much more.

And at a time when every day brings more disheartening and often frightening news from the highest reaches of my country's government, it is deeply encouraging to learn of this corporate initiative. 

Yes, REI will benefit from it -- but so will countless girls and women. REI's 2017 National Study on Women and the Outdoors found that "Women who were encouraged to go outside as young girls are more likely to see the value of spending time outside," and "Women who spend at least an hour a day outside on average are more likely to feel equal to men in academia, the outdoors, at work, in the boardroom, politics, and on the sports field."

(REI--Recreational Equipment, Inc.--began in 1938 in Seattle as a cooperative/co-op and "is now the nation's largest consumer cooperative.")

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