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Patagonia’s Focus On Its Brand Purpose Is Great For Business

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As social consciousness has elevated, consumers started caring just as much about the impact of brands, as they do about their actual product. Patagonia demonstrates that you can be both purpose-driven and profitable. Their example is a great lesson to brands who are trying to find their north star.

Share to linkedin62% of consumers want companies to stand up for the issues they are passionate about and 66% of consumers think transparency is one of a brand’s most attractive qualities

He founded the company so that people could explore wild places, which led him to the conclusion that the company should also be in the business of protecting wild places. As the company grew, so did its commitment to protecting wild places, and now everyone is hired because of their commitment to the mission statement.

Later, Yvon saw an opportunity for activism in the company’s backyard, an event that inspired the 1% giving program and the grassroots environmental activism core to Patagonia. The Ventura River, which was near Patagonia’s headquarters, was threatened to be diverted. Yvon went to the town hall to take action. The government officials said the river was dead and there was nothing to save.

For example, when we decided to only use organic cotton, we didn’t have or know how to build an organic cotton supply chain. We had to really create a whole new one, but it was the right thing to do given the environmental harm caused by chemical conventional cotton. I always suggest new brands start with brand purpose immediately and reference Yvon saying, “you have to start right from the beginning.” Having a brand purpose or a north star will have a significant effect on your employees, as well, but it can’t be top-down. It has to come from all over the company and be in everything you do.

 

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