“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
At Patagonia, the sustainability is an attitude until the core business of the company; a way to do business, a way to think business, to work with employees, …
The most impressive tool of Patagonia is undeniably the Footprint Chronicles: every product sold is described as well as the transport between factories and who works there, their environmental impact, the things to improve, and so on. You can follow the steps needed to make the product and visualize its footprint.
By increasing the transparency of their value chain, by communicating it, Patagonia is one of these companies surfing on the flawsome marketing/business strategy. Briefly explained: it acknowledges that consumers are not looking for perfect brands but honest, responsible, humble companies being transparent almost in a total way. It’s described as the transparency triumph. It is also a tendency adopted by numerous organisations and mouvement across the world, like Wikileaks, like DIY tendencies, sharing platform, etc.
For a company it’s kind of challenging and when Patagonia reached to make an advertisement campaign to share their progress in the environmental footprint of a jacket while urging consumers to not buy their products before having used the maxim “reduce, repair, reuse, recycle and reimagine”! (“Don’t buy this jacket” in 2011), it goes very far!
Along with this brand image, Patagonia is also using social media, blogging, his own employees to explore the world, to connect with people, to develop a relationship with their customers, their potential consumers and to keep them informed about their model, their way of doing, their responsibility. The company positions itself as an engaged and motivated environmental actor by this proactive attitude to do business. Others to be inspired!
To know more, interesting article about Patagonia’s Footprint Chronicles.