Hey <first_name>,
As we roll into 2024, we’re far beyond the “features and benefits” world that we used to know. Now marketers have to understand their core buyers better than their best friends. Weaving products and services into everyday lives to eliminate pain and add delight.
Businesses are facing growing pressure to use their platforms and their profits for good. To show up and stand for something bigger than themselves. A strong purpose. We’re here to help conscious brands put an eye towards WHY they exist while developing desirable, viable, feasible and responsibly made products and services.
In today’s email:
The Patagonia Story: what conscious marketers can learn from the G.O.A.T.
Purpose Driven Design: Developing your mission
👇🏼 Free Download: Unleash your brand’s purpose in 2024 to boost returns, command higher prices and grow your impact. Get your copy of our E-book Purpose Unleashed: A Guide to Transform Your Brand and Ignite Growth
TOP STORY
How Patagonia Lives Their Mission and What We Can Learn
Patagonia has long been recognized as the GOAT in the purpose-driven retail space; they go several steps deeper than just cool jackets and backpacks. Their purpose is prominent in every touchpoint of their brand. They’re serious eco-warriors and lead with purpose.
So, how did Patagonia get here? And how did they bring their core values to life?
Back in 1973, Yvon Chouinard started Patagonia with a love for rock climbing and a mission to Do Right by Mother Earth. The business has kept this core philosophy from the jump.
“Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis"
The Patagonia Mantra
As marketers of brands looking towards consciousness, we know wedging in the WHY only ends with clunky disingenuity. Simon Sinek hit it on the head when he wrote “Start With Why”. This is THE core ingredient of a brand looking to make a meaningful impact in the world. And this is exactly where Patagonia started.
Sure they were making backpacks and jackets to aid rock climbers, but that alone won't get the “impact-ball” rolling. The product is only one touchpoint of the brand. It’s not the central reason that the brand exists.
It certainly helps that rock climbers have a deep appreciation for mother nature so there is an overlap in values between consumers interested in Patagonia’s gear and the broader scope of their passions, values and zest for life.
The first step was the founders being true and genuine to themselves first, finding like minded individuals and aligning with their values. This is a perfect melting pot for people, product, positioning, and purpose.
It’s the bedrock of making an impact, but it’s not everything. You also need the follow-through — the tangible ways to live out your brand values.
So, does Patagonia practice what they preach?
In short, absolutely, they do!
Green Innovation
Ok, so Patagonia is all about eco-friendliness, right? Well, they use recycled materials, organic cotton, and green manufacturing processes when they make their products. And they do a little thing called, "Worn Wear"! Trade in your old gear, get some store credit, and keep the outdoor love going strong.
Reduce, reuse and recycle!
Eco Warriors Through and Through
Patagonia isn’t just selling mountain gear; it's leading a charge for the planet.
They’re throwing their weight (and some cash) behind causes like regenerative organic agriculture, climate change action, and public lands protection. 1% percent of their sales go straight to the planet. Surely the planet appreciates that extra $12M to fight climate change! Not bad for a company that doesn’t focus on profits.
It was headline news in 2022 when founder Yvon Chouinard gave 100% of the company’s non voting shares to The Holdfast Collective, a nonprofit dedicated to fighting the environmental crisis and defending nature. This was an unprecedented move.. But a strategic one led by the company's values — coining the phrase “going purpose” (not going public). This level of innovation was the direct result of a strong core purpose. In 2018, Patagonia changed their mission to:
“Save our home planet”
…and they certainly aligned with it in this decision.
We don’t need to hit the $1B+ annual revenue marker to make a significant impact for our planet and its inhabitants. If being a purposeful brand is of any interest, the domino to push over creating significant change is purpose. What is the sole reason this business exists? Answering this question may be one of the most difficult in business, but once it’s sorted it will streamline absolutely every future decision and allow us to create lasting brands that drive real change for the planet!
DID YOU KNOW…
Brands with a strong communication of why they exist enjoy greater consumer recognition!
78% of consumers are more likely to remember companies that exhibit a strong purpose.
