What makes the company different?
What brands come to mind when you think about sustainability, climate activism, and positive environmental impact? While you probably thought of your favorite niche company, most of you also considered Patagonia.
Why is that?
Patagonia’s core values are: build the best product, cause no unnecessary harm, use business to protect nature, and not bound by convention.
These all sound great, but are they just empty words?
We really should be asking companies this question more often. Every business knows the importance of stating its value to do good for the environment and the communities that it serves. But many times, they’re all talk and no action.
Greenwashing, or making misleading/unsubstantiated claims of environmentally and socially friendly practices, is used to make a company appear better than it really is. Companies can talk all day about the importance of caring for the climate and marketing their products and services as “green,” when in reality, they do little to nothing to minimize the adverse effects they have on the planet.
So what makes Patagonia different? Its mission statement, “we’re in business to save our home planet,” is actually meaningful.
A mission statement is a brief description of an entity’s fundamental purpose. It answers the question, “why do we exist?” Patagonia exists to save Earth.
So how does it do that exactly?
1. Environmental impact
All of Patagonia’s cotton is certified organic by the Global Organic Textile Standard. Cotton is one of the most used textiles in the world and is in so many of the fabrics that we use every day. But, it is extremely reliant on water and pesticides in its production. This is why organic cotton is so important. It is grown without the use of pesticides and water is used more sustainably.
A high proportion of Patagonia’s other materials are recycled fabrics including polyester, nylon, and wool.
Some of you might even remember their “Don’t Buy This Jacket” campaign, where Patagonia pleaded with its consumers to take a day off spending on Black Friday. The brand consistently iterates the message of not purchasing too many of its products. Patagonia’s pieces are high-quality and made to last, leading the company to communicate the importance of denying fast fashion and consumerism.
2. Worn Wear
Worn Wear is Patagonia’s resell hub for keeping its gear in rotation. Users with “old” Patagonia gear have the option to trade it in for credit toward their next purchase (new or used). One of the best things we can do for the planet is to keep our clothing in use and out of landfills. Patagonia is taking a huge step in helping consumers achieve this.
3. Patagonia Action Works
For almost 40 years, Patagonia has supported grassroots groups in finding impactful solutions to the climate crisis. With Patagonia Action Works, the company is connecting individuals with grant money, so they are enabled to take action on the most pressing issues we face today.
Since 1985, Patagonia has given over $100 million to its grantees in support of this mission. The company believes the best way to enact change is through grassroots communities because there is a strong base of citizen support.
Funding for these grants is largely generated from Patagonia’s 1% for the Planet.
4. 1% for the Planet
In 1985, Patagonia pledged 1% of its sales to the preservation and restoration of the natural environment.
1% for the Planet is an alliance of businesses that share Patagonia’s beliefs in the necessity of protecting the environment we live on. These businesses understand that profit is directly linked to the well-being of the planet and are dedicated to reducing the social and environmental impact of industry.
So yes, Patagonia is an American outdoor clothing company that prides itself on high-quality, durable, and environmentally-friendly practices. But, it is so much more than that. Purpose-driven companies, like Patagonia, need to exist for reasons other than the sale or service. There needs to be a purpose behind and as a result of those actions.
Patagonia is an amazing example of a company that does not resort to greenwashing because it doesn’t need to. Companies that greenwash do so to “join the cause” because they believe it will result in more sales and more profits. They don’t actually care about saving the environment more than the company itself. True, purpose-driven businesses should look at Patagonia as a blueprint on ensuring every action ties back to the core mission.
I encourage you to think again about the brands that come to mind when you think about sustainability, climate activism, and positive environmental impact. Are any of these values mentioned in their mission statement? If not, why is that?
The more questions we ask of ourselves and of the companies we choose to support, the more opportunity emerges for accountability and transparency. Consumers deserve to know what businesses are doing to either hurt or heal the planet.
We need more like Patagonia that choose to heal.
If you haven’t already, I strongly encourage you to read “Let My People Go Surfing,” written by Yvon Chouinard, founder of Patagonia. It details the story of how Patagonia became a beacon and benchmark for sustainable capitalism.
See you next time.
Comments