Outdoor apparel company Patagonia is widely considered one of the world’s most purposeful brands. Since 1985, the company has pledged 1% of its sales to the preservation and restoration of the natural environment, awarding well in excess of $89m to grassroots environmental groups.
A certified B Corp since 2011, Patagonia is focused on creating durable garments produced in the most sustainable way possible, as it seeks to become carbon neutral by 2025. The company’s mission statement, which was changed overnight by founder Yvon Chouinard in 2018, reads: “We’re in business to save our home planet”.
Far from shying away from political issues, this year Patagonia committed to become an antiracist company. It recently stitched ‘Vote the Assholes Out’ into pairs of its ‘Stand Up Shorts’ as a call to remove all politicians from office who take money from fossil fuel interests and roll back environmental policy.
In this podcast, marketing director for Europe, Alex Weller, discusses how the marketing team lives up to the mission set by Patagonia’s founder and their plans to double down on the brand’s purpose agenda in 2021.