REI: Advancing Responsible Forestry Through FSC Certification
As a leader in outdoor retail and sustainability, REI continues to embed responsible sourcing into every layer of its business—from product design to customer education. Through its collaboration with the Forest Stewardship Council (FSC®) as a Promotional License Holder, REI is not only strengthening its environmental commitments but also helping consumers make more informed, planet-conscious choices. In this conversation, REI shares how FSC certification supports its mission, enhances transparency, and drives meaningful impact across its products and partnerships.
REI’s approach to FSC demonstrates how thoughtful standards, supplier collaboration, and clear consumer communication can turn certification into real-world impact. By embedding responsible forestry into both operations and storytelling, REI is helping shape a future where sustainable choices are not only accessible, but expected—benefiting forests, communities, and the outdoor spaces we all depend on.
1. What inspired REI to pursue a promotional license with FSC, and how does this align with your broader sustainability goals?
REI’s mission is to connect everyone to the power of the outdoors and engage them in the fight to protect it. That mission extends to the materials we use in our products. Our Product Impact Standards identify FSC® certification as a preferred attribute for paper and wood products because it ensures forests are managed responsibly. By securing a promotional license, we can share this commitment openly with our members and reinforce the expectations we set for over 1,000 brand partners. It’s one more way we connect our sustainability goals—reducing environmental harm and supporting biodiversity—with the products our customers choose.
2. How does REI communicate the value of FSC to your members and customers?
We make FSC visible where it matters most: on packaging and in product details. Our Sustainable Packaging Guidelines support FSC-certified paper for REI Co-op brand packaging, and we pair that with clear labeling and How2Recycle information so customers understand the impact of their choices. Beyond packaging, we use our stewardship storytelling—including our annual Impact Report—to explain why certifications like FSC matter for forest health and climate resilience.
3. Can you share examples of FSC-related storytelling or campaigns that have resonated with your audience?
One of our most impactful stories is the transformation of REI Co-op brand packaging. As of 2024, 99% of the paper used in our packaging is FSC® certified, a milestone that reflects years of collaboration with suppliers and adherence to our Sustainable Packaging Guidelines. This achievement isn’t just a statistic—it’s a tangible example of how responsible sourcing protects forests and supports communities. We share this progress through stewardship updates and our Impact Report, connecting the dots for customers between the packaging they see and the forests they love to explore.
4. How does REI collaborate with suppliers or partners to promote responsible sourcing alongside FSC?
Collaboration starts with clear standards. Our Product Impact Standards and Sustainable Packaging Guidelines outline FSC as a preferred certification and provide practical guidance for suppliers. We encourage partners to adopt FSC-certified materials and require documentation for any sustainability claims. This approach helps us maintain credibility and scale responsible sourcing across thousands of products.
5. What challenges or opportunities have you encountered when integrating FSC messaging across different product lines or platforms?
Consistency is the challenge. With so many suppliers and product categories, ensuring accurate FSC claims requires diligence. We address this by requiring brands to hold FSC licenses or certificates and provide proof of certification. By ensuring we are communicating accurate information, we make it easier for customers to choose products that align with their values.
6. How does REI measure the impact or success of its FSC promotional efforts?
We track FSC adoption through packaging and product data systems as part of our broader sustainability metrics. The increase in preferred attributes—like FSC certification—across our assortment reflects progress that our members tell us they expect.
7. What advice would you give to other brands interested in using FSC trademarks to communicate their sustainability commitments?
Start with credibility. Make sure your FSC claims are backed by certification and proper licensing. Then, integrate FSC into your broader sustainability story—don’t treat it as a standalone badge. Clear labeling and consumer education build trust and help customers see the connection between responsible sourcing and the health of our planet.
8. Looking ahead, how do you see REI’s relationship with FSC evolving to further support responsible forestry and consumer awareness?
FSC will remain central to our packaging and sourcing strategy. As we expand our Product Impact Standards, we expect to see more certified materials of all kinds, and deeper collaboration with suppliers. Looking forward, we see opportunities to amplify consumer education—helping our members understand how certifications like FSC protect forests and support communities worldwide.
If you are a brand or retailer interested in learning more about FSC Promotional Licensing and how we can collaborate, you can learn more and contact our team here: https://us.fsc.org/fsc-trademarks/promotional-logo-use