How REI crafted a Twitter pause statement that centers values

Here’s how they put their statement together.

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REI lived its values with its Twitter pause statement.

Among the outdoor co-op’s chief concerns were how Twitter’s actions meshed with its own purpose.



“We’re really committed to using platforms that commit to … standards for moderating harmful content. And so we, we just felt it was we needed to pause our engagement with the platform,” said Halley Knigge, director of co-op communications at REI. “And anytime we do take a business action like that, it’s really important to us to communicate as quickly as possible to our employees, and then our members.”

That communication came in the form of a mixternal statement that simply and clearly laid out why REI was taking the action, how that tied into its overall purpose and answering anticipated questions about the move.

The statement reads, in full:

REI has committed to becoming a fully inclusive, anti-racist, multicultural organization. This aspiration is about respecting and celebrating the humanity and dignity of every person in our community, and includes a commitment to fostering welcoming, safe and respectful spaces for all communities—but especially for those that have been systemically marginalized.

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