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Faherty Brand has become a B Corp. The lifestyle label earned an overall score of 85.7, clearing the 80-point qualification threshold to join the community of companies using business as a “force for good.” Combined with Faherty’s 1% for the Planet membership, the family-led brand joins the “exclusive ranks” of “B1” companies — a movement initiated in 1999 by Patagonia founder Yvon Chouinard that consists of about 250 organizations that are both verified B Corps and 1% for the Planet members. For context, of the nearly 12,000 companies participating in one or the other, only 2 percent boast this dual status. Read more on WWD: https://lnkd.in/gF7s2i8w

Great Brands Never Have to "Give Back": This principle challenges the conventional approach to corporate social responsibility (CSR), suggesting that for truly great brands, social responsibility is not an afterthought or a separate initiative; it's integrated into their core business model. It's one of seven brand-building principles highlighted by author Denise Yohn in her book What Great Brands Do. Highly Recommend. Let's evaluate a few companies who do it well utilizing specific Make it Toolkit strategies: Patagonia: Environmental Sustainability at Its Core Overview: Patagonia's dedication to environmental sustainability is evident in its product design, supply chain, and activism. The company commits significant resources to conservation efforts and encourages customers to buy less and recycle more. Makeit Scarce: Patagonia leverages the scarcity of natural resources to motivate sustainable practices. It actively promotes the idea that the planet's resources are limited and that businesses and consumers alike should act responsibly to protect them. Impact: Patagonia's approach has not only strengthened its brand identity as an environmental steward but has also influenced its customers and other businesses to adopt more sustainable practices, leading by example in the industry. Toms Shoes: Philanthropy Through Every Purchase Overview: TOMS Shoes popularized the "One for One" model, where for every pair of shoes purchased, a pair is donated to a child in need. This model has expanded to include eyewear, water, and birth services, making philanthropy an intrinsic part of the buying experience. Makeit Tangible: TOMS makes the social impact of a purchase clear and tangible to customers. Buyers know exactly how their purchase contributes to the company's philanthropic efforts, creating a direct link between consumer action and social impact. Impact: The "One for One" model has inspired both consumers and other businesses to think more critically about the social impact of their purchases and operations, transforming expectations of corporate responsibility. These companies demonstrate that integrating social responsibility into the core business model can create a powerful brand identity that resonates deeply with consumers. P.S. If you liked this post, please give it a share, or a simple comment. Insightful 💡or Love ❤️ it! Customer Centric Solutions LLC #customercentric #wgbd #brandpromise #brandexperience #customerexperience

Transparency and genuine commitment to social and environmental causes are becoming critical for brand trust and loyalty. 🤔💡 Consumers today are more discerning and place a higher value on the ethical stance and sustainability efforts of the companies they support. Brands that are transparent about their practices and genuinely committed to positive social and environmental impacts tend to build stronger relationships with their customers, resulting in higher trust and loyalty. 👉 A key factor driving this trend is the growing alignment between consumer values and brand purpose. A significant majority of consumers prefer to buy from brands that reflect their own values, particularly in areas like environmental stewardship and social responsibility. This shift is especially pronounced in emerging markets, where consumers demand robust environmental and social commitments from businesses. 🌱💚 Brands that integrate sustainability into their core business practices, like Patagonia, have successfully cultivated deep trust and loyalty among their customers. Patagonia, for instance, has embedded environmental activism into its brand identity, from advocating for climate action to supporting grassroots environmental movements. This level of transparency and commitment resonates strongly with consumers, fostering a sense of shared purpose and community. ✨ Such practices not only enhance a brand’s reputation but also create a competitive advantage by differentiating the brand in a crowded marketplace. Sustainable marketing is not just about promoting eco-friendly products; it's about fostering trust and collaboration with all stakeholders, which ultimately leads to increased customer loyalty and long-term profitability. 💪 Let’s keep pushing for transparency and authenticity in everything we do! Together, we can make a difference! #InfluencerMarketing #SocialMediaMarketing #SocialMedia #MarketingStrategy

Imagine a brand telling you not to buy their product… That’s Patagonia. I recently learned about them, thanks to Bonnie Rothman, and it made me think about what really builds trust between a brand and its customers. They do three things that truly stood out to me: 🟣 Their “Don’t Buy This Jacket” campaign. They actually discourage unnecessary buying! It’s such a bold move, and it shows they value the environment and conscious decisions over short-term profits. This made me feel like I’m making a smart choice: that I’m contributing to reducing waste, rather than just following a trend. 🟣 Free repairs and recycling. It’s a great way to avoid waste and this proves they care about long-term value, not just selling more. 🟣 Complete transparency - when pink is not that pink. Patagonia shares what’s going well, what’s not, and most importantly, what they plan to do about it. As customers, we appreciate when brands don’t sugarcoat reality but face it with us. I felt like I was having an honest conversation with a friend who’s not afraid to share hard things, and that created a real connection. 💬 Have you experienced similar transparency or sustainability from other brands? Let’s talk about it!

Unless you avoided accessing any social media channels during March, you won't have failed to notice that it was B Corp Month – a reminder for businesses of all sizes to create lasting change. But why do we need a dedicated month?   To answer this, it is important to recognise the challenge being faced.   Indeed, there are currently 5.5 million small businesses operating in the UK providing employment opportunities for 13.1 million people, according to the Federation of Small Businesses (FSB). Of these, just 1% employ more than 50 people.   Similarly, of the 2,569 certified B Corps in the UK at time of writing, 69% (1,771) also employ fewer than 50 people. This suggests that while it is great to see larger companies such as Innocent Drinks, Patagonia, Finisterre, and Danone flying the flag for B Corp certification, the real influencers are Britain's growing band of micro-businesses.   B Corps are more than just businesses, though. They are a community that is committed to using their power (and influence) to solve societal and environmental challenges. This commitment is evident in the rigorous certification process that every certified business must undertake. It is where their company's performance is evaluated across five key areas: governance, workers, community, environment, and customers.   Patagonia, the outdoor clothing company, is often hailed as the exemplar of what being a B Corp is all about, and with much justification. By becoming a Certified B Corp in 2011, Patagonia cemented its commitment to environmental stewardship and social responsibility in a move that wasn't just about branding - it signalled a fundamental shift in how the company operated.   Through initiatives such as the 'Worn Wear' program that promotes the repair and reuse of clothing, along with the '1% for the Planet' campaign, where 1% of sales are donated to environmental causes, Patagonia has shown that both profitability and sustainability can go hand in hand.   The company is proof, if needed, that it is possible to successfully integrate purpose into a business model. In doing so, Patagonia has not only enhanced its brand reputation but also inspired a new generation of conscious consumers and businesses alike.   Businesses of all sizes are adopting a similar approach. By re-imaging traditional company structures and placing people and planet alongside profit, they are demonstrating that business really can be a force for good. B Corp Month reminds us of this and - perhaps more importantly - the role we all have to play in continuing the momentum in this new era of responsible business.   Our own B Corp journey continues and by time B Corp Month 2025 comes around, we hope to share our own experiences with you. https://ow.ly/XYMk50R3p85 #Monahans #Beingabetterbusiness

"Don't Buy This Jacket." Patagonia's bold campaign challenged consumers to rethink their purchasing habits and highlighted the environmental impact of consumerism. Key Actions: - Sustainable Practices: Uses 94% recycled materials, avoiding 4,300 metric tons of CO₂ emissions in one season. - Corporate Responsibility: Donated over $140 million to grassroots environmental groups since 1985, pledging 1% of total sales annually. Impact: - Market Leadership: Holds nearly 10% of the outdoor apparel market. - Consumer Trust: Achieved a B Corp Impact Assessment score of 151.4, well above the median score. This example shows how integrity and transparency can enhance brand loyalty and resonate deeply with consumers. How do you see ethical messaging influencing brand perception today?

Brand Thinking – Why Patagonia’s Values-Driven Approach Wins 🌍 Patagonia has taken a bold stand on environmental sustainability, and it’s paying off. By aligning their brand with eco-friendly practices and social responsibility, they’ve not only built trust but also driven engagement. Here’s what brands can learn from Patagonia’s success: ✅ Align your brand with a purpose that resonates with your audience ✅ Consistently communicate your values across all channels ✅ Show your audience you care with real, measurable actions What values does your brand stand for? Share your examples! 👇 #BrandThinking #Sustainability #Patagonia #BrandValues #BrandLoyalty #MarketingStrategy #PurposeDriven

🌱 Sustainability in Branding 🌱 Consumers are prioritizing sustainability, pushing brands to adopt eco-friendly practices. Transparent communication of these efforts boosts brand loyalty and trust. Example: Patagonia 🌍 Patagonia leads with initiatives like: - Worn Wear Programs: Promotes buying used gear and repairing items. -1% for the Planet: Donates 1% of sales to environmental causes. Supply Chain Transparency: Shares detailed product origins and impacts. Patagonia's commitment not only enhances loyalty but sets a benchmark for sustainability. Why it matters: -Consumer Trust: 66% of global consumers are willing to pay more for sustainable goods. -Brand Loyalty: Genuine environmental responsibility fosters lasting relationships. What sustainable practices has your company adopted? #Sustainability #Branding #EcoFriendly #Patagonia #ConsumerTrust #BrandLoyalty

I recently spoke with a senior marketer about what really matters to consumers: cost or the environment? We concluded that: To enter a market successfully, a brand must meet a “right to play” standard, like IKEA maintaining environmental standards. Falling short can hurt their reputation, despite their creativity and innovation. But to truly lead the market, a brand must achieve the “right to win” by delivering exceptional quality that exceeds customer expectations. Patagonia shows this shift from sustainability to a purpose-driven business model, truly owning their ‘right to win’. Their “Worn Wear” program encourages customers to repair and reuse their gear, highlighting the durability and long-lasting nature of their products. By using high-quality materials and ethical sourcing practices, Patagonia ensures their products meet high standards while also supporting environmental causes. This blend of purpose and excellence sets them apart in the industry. Do you know examples of companies that moved from ‘right to play’ to ‘right to win’? ———————————————————————- This is Part 8 of “Has Marketing Lost its Purpose?”, an ongoing series where I discuss how marketing needs a new lens to drive business growth.

Their famous "Don't Buy This Jacket" campaign, which put the planet before profits, won loyal customers and made Patagonia a preferred choice for outdoor gear. From using recycled materials in their products to taking a stand against excessive consumption by urging customers to buy less, Patagonia is integrating sustainability into every aspect of their business and challenging the status quo. In a world where consumers are increasingly looking to support companies that reflect their own values, purpose-driven marketing can create a strong, loyal customer base and a lasting brand legacy. Just remember, emotional loyalty is made up of three components: affinity, attachment, and trust. read more about the campaign and its ideation here: https://lnkd.in/gFrHezXx