WWD’s Post

Today, brands are more than just the products or services they offer. They have the potential to be powerful agents of change, driving social and environmental impact. Brands may act as the face and voice of a company, but when used effectively, they can inspire, motivate, and lead people towards a better future. We explore how this can be done and who is doing great things to change the world as we know it. Featuring some of our faves 💚 Patagonia, Who Gives A Crap, Tony's Chocolonely, Greenpeace, Stonewall, Ben & Jerry's Lead image taken from Patagonia Have a read 👇 https://lnkd.in/ewY9kBQN #brand #businessforgood #socialcause #peopleandplanet #purposedriven #impact #sustainability #environment #equality #equity #peopleoverprofit #planetoverprofit

This isn't just about ethics—it's a strategic move to stand out in a crowded market and build loyalty. In our 8th "Game Changers" article, we explore how Patagonia’s commitment to sustainability and social responsibility has become key to its success in the outdoor apparel industry. #Patagonia #Sustainability #GameChangers https://lnkd.in/eV-xZ9HC

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!

Sustainability is more than just a trend; it’s becoming a key strategy for long-term success in the fashion industry. Brands like Patagonia are pioneers in ethical sourcing, showcasing how sustainable practices can boost customer loyalty and streamline operations. By integrating sustainability into sourcing strategies, companies can not only meet consumer demands but also reduce costs.   How are you incorporating sustainability into your sourcing approach?   If you want to dive deeper, check out a McKinsey article that highlights Patagonia’s business model and how turning a profit doesn’t have to come at the expense of the planet. #Sustainability #Fashion #Sourcing #Environmental

𝐇𝐞𝐥𝐥𝐨 𝐋𝐞𝐚𝐫𝐧𝐞𝐫𝐬, I came across a fascinating case study on ethical marketing, a trending topic in the marketing world. Ethical marketing involves a dedication to honesty, fairness, and integrity in every aspect of marketing. The case study illustrates how Patagonia's ethical marketing campaign enhanced its brand visibility. 𝐄𝐭𝐡𝐢𝐜𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬: 𝐏𝐚𝐭𝐚𝐠𝐨𝐧𝐢𝐚’𝐬 “𝐃𝐨𝐧’𝐭 𝐁𝐮𝐲 𝐓𝐡𝐢𝐬 𝐉𝐚𝐜𝐤𝐞𝐭” 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧: 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐋𝐞𝐬𝐬𝐨𝐧𝐬 𝐢𝐧 𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 Patagonia has always been at the forefront of environmental sustainability, crafting products with organic cotton and recycled polyester. In 2022, they further emphasized their commitment to the planet by updating their core values to include: “Our ideal is to make products that give back to the Earth as much as they take.” One of Patagonia's most notable initiatives was the “Don’t Buy This Jacket” campaign, launched on Black Friday in 2011. This campaign boldly challenged the typical consumerism of the shopping holiday, featuring a full-page ad in The New York Times with a Patagonia jacket and a headline urging customers not to buy it. The ad aimed to highlight the environmental cost of consumer goods, prompting customers to reconsider their purchasing decisions. Despite its seemingly counterintuitive message, the campaign succeeded in several ways. It raised awareness about the environmental impact of consumerism, reinforced Patagonia’s dedication to sustainability, and bolstered its reputation as an ethical company. The campaign garnered significant media attention and public interest, enhancing Patagonia’s visibility. Additionally, the brand invited individuals to support its environmental efforts through “The Common Threads Initiative,” which promotes mindful consumption, repair of broken items, and recycling and reusing materials. This campaign demonstrates that aligning marketing efforts with core values can not only resonate with consumers but also strengthen brand identity and drive positive change. Patagonia's approach shows that challenging conventional marketing strategies can create meaningful connections and inspire action towards sustainability. 𝐂𝐨𝐦𝐦𝐞𝐧𝐭 𝐛𝐞𝐥𝐨𝐰 𝐚𝐧𝐝 𝐣𝐨𝐢𝐧 𝐭𝐡𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧! #marketing #sustainability #branding #consumerism #patagonia #environmentalImpact #campaign  

Here's one of our top picks when it comes to greatest brand story examples 👉 Patagonia Patagonia isn't just about building high-quality outdoor apparel - it's about building a movement for environmental responsibility. Their commitment to sustainability shines through in everything they do, from their durable products to their innovative programs ♻️ Patagonia's story is a powerful example of how brands can use storytelling to connect with consumers on a deeper level and inspire change. They've turned a major industry challenge into a positive force for the environment. Do you know any similar examples of brands that are promoting sustainability in their businesses? 🤔 Share your thoughts in the comments! 👇 #marketing #strategy #brand #brandstory #storytelling

This company urged millions 𝐍𝐎𝐓 to buy its bestselling product but grew their sales by $543 𝐦𝐢𝐥𝐥𝐢𝐨𝐧 (30%). Here's what they did: Patagonia's "Don't Buy This Jacket" campaign stands as an example of how a company can use PR to reinforce its brand values, drive a powerful message, and still succeed commercially. Launched in 2011 during Black Friday, one of the biggest shopping days in the U.S., Patagonia placed a full-page ad in The New York Times with the headline “Don't Buy This Jacket” accompanied by an image of one of their best-selling jackets. Why? Patagonia's shared detailed information on the environmental costs of producing that jacket, such as the amount of water used and carbon emitted during manufacturing. The campaign was a bold move, urging consumers to consider the environmental impact of their purchases and to buy 𝐋𝐄𝐒𝐒. This campaign was rooted in Patagonia's commitment to sustainability and responsible consumerism. Here's what made it exceptionally impactful: --> 𝐄𝐦𝐛𝐫𝐚𝐜𝐞 𝐁𝐨𝐥𝐝 𝐌𝐞𝐬𝐬𝐚𝐠𝐢𝐧𝐠: By urging consumers not to buy their product, Patagonia captured the public’s attention. This counterintuitive approach made people rethink their consumption habits and the environmental impact of their purchases. --> 𝐀𝐥𝐢𝐠𝐧 𝐖𝐢𝐭𝐡 𝐂𝐨𝐫𝐞 𝐕𝐚𝐥𝐮𝐞𝐬: Patagonia’s campaign was a direct reflection of their core values: to build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis. This authenticity resonated with their audience. --> 𝐄𝐧𝐜𝐨𝐮𝐫𝐚𝐠𝐞 𝐑𝐞𝐬𝐩𝐨𝐧𝐬𝐢𝐛𝐥𝐞 𝐁𝐞𝐡𝐚𝐯𝐢𝐨𝐫: The campaign detailed the environmental costs of producing the featured jacket and encouraged customers to only buy what they needed. Patagonia also highlighted its Common Threads Initiative, which focused on reducing, repairing, reusing, and recycling clothing. --> 𝐑𝐞𝐬𝐮𝐥𝐭 𝐢𝐧 𝐏𝐨𝐬𝐢𝐭𝐢𝐯𝐞 𝐈𝐦𝐩𝐚𝐜𝐭: Despite its plea for consumers to reconsider their purchases, Patagonia saw an increase in sales. More importantly, the campaign spurred a wider discussion on sustainable practices and consumer responsibility in the fashion industry. Patagonia's "Don't Buy This Jacket" campaign is a masterclass in using PR not just to promote a product, but to advocate for a cause, challenge industry norms, and engage consumers in meaningful ways. It demonstrates that companies can be successful by standing firm on their values and encouraging their customers to do the same. What do you think about this campaign? Is it a genuine attempt to create awareness or is it just a PR stunt to increase sales? Let me know your thoughts. #Publicrelations #environment #sustainability

The 'Patagonia Paradox' is a great example of the challenge facing all fashion and many luxury brands on the issue of sustainability. Patagonia is doing incredible work making the planet its only shareholder, but how do you do your best for the planet when your business is not, at its base, good for the environment? This is an interesting interview with Patagonia CEO Ryan Gellert, which addresses this. Resale and pre-loved are certainly a step in the right direction, but this is a reminder that answering these questions is not easy - but it is vital. #Patagonia #Sustainability #preloved

🌍 Embracing Sustainable Growth in Fashion At Newless, we resonate deeply with Patagonia’s commitment to sustainability, even as they grapple with the paradox of balancing growth with environmental responsibility. Patagonia’s approach—amplifying resale through initiatives like Worn Wear—is an inspiring example of a business model prioritizing longevity over disposability. This commitment to curbing overconsumption aligns with our mission to harness what’s already here. Fast fashion cycles churn out billions of garments annually, most of which end up discarded far too quickly. At Newless, our bespoke upcycling approach challenges this cycle, transforming existing materials into timeless pieces crafted for life’s special moments. Thank you to Sarah Kent and The Business of Fashion for shedding light on this crucial issue. Through innovation and reimagination, we can shape a fashion industry that values durability, reduces waste, and truly benefits our planet. 🌱 #SustainableFashion #Upcycling #CircularEconomy

In 1973, Patagonia apparels wanted to focus on sustainability even when it wasn’t cool. Today, it’s a $1 billion company, and one of the most loved brand in the US. This is day 6 of “20 stories of successful brands with a challenger mindset” And here’s Patagonia’s story: 1️⃣ The problem: In the 1970s, Patagonia entered a highly competitive outdoor apparel market. It wanted to focus on sustainability, even when no one was talking about it. Due to this, they faced the challenge of balancing profitability with a strong mission to save our planet. But they stayed at it. They wanted to lead by example, prioritizing the planet over profits. It was a tough challenge. How could they succeed while staying true to their values? 2️⃣ Challenger mindset shift they adopted: - They used recycled polyester and organic cotton, setting a new industry standard for eco-friendly materials. - Patagonia’s “Don’t Buy This Jacket” campaign urged consumers to not buy more than they need. Imagine telling your consumer to not buy your products to save the planet - tells a lot about your commitment to your mission. - Their Worn Wear program encouraged customers to repair and reuse gear, promoting a circular economy and reducing waste. - They also donated 1% of their sales to support environmental causes. Their approach was bold and different. And it paid off. People started consuming their products not only because they were great, but also because they felt connected with Patagonia’s mission of saving the planet. This led to brand loyalty and a positive public perception. Today, they are a market leader in sustainability, continuing to grow and inspiring others to follow their example. 3️⃣ Our Insights: Patagonia serves as such a great and important example of adopting a challenger mindset. They stayed true to their mission of saving the planet and also managed to be extremely profitable. This can’t happen without challenging the set market practices and doing something that others won’t dare to do. But today, most legacy brands struggle to do this because they stick to outdated practices and fail to connect with modern consumers. It’s a big problem, and this is what I help them with through Curry Nation. Your brand needs to be more human than ever. And humans love humans who are challengers.