How to embrace sustainability marketing: lessons from Patagonia

Many customers are not just looking for products; they are seeking purpose-driven brands that resonate with their values. Patagonia has been a pioneer in sustainability marketing, and there's much we can learn from their approach.

This recent article by Nick Hobson, highlights Patagonia's latest move and why they continue to shine a light on sustainability marketing at its best: https://www.inc-aus.com/nick-hobson/patagonia-just-called-themselves-an-unsustainable-brand-why-its-genius-marketing.html

In Patagonia's latest campaign, they boldly refer to themselves as an "unsustainable brand". This may seem counterintuitive. However, it demonstrates some key best practices in sustainability marketing:

𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆: Patagonia's transparency about their view of sustainability is refreshing. It reminds us that there we should be honest about our sustainability progress and impact – sharing what we have achieved whilst acknowledging what is still a work-in-progress.

A good illustration of Patagonia’s authenticity is in one of their recent LinkedIn posts which shared, “We began as a climbing-equipment company that had to make the best possible gear because our customers’ lives depended on it. That set the stage for how we do business and helped us gain confidence, step by misstep, to become a progressively more responsible company—one that could challenge other businesses to do better by the planet, too.”

𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗖𝗼𝗺𝗺𝗶𝘁𝗺𝗲𝗻𝘁:

There is no magic formula to sustainability (with its breadth illustrated by the UN’s 17 sustainability goals)… and what may have been best-in-class 10 or even just 5 years ago probably won’t be now. If we are going to leave the planet in a better position for future generations, long-term dedication rather than quick fixes or sustainability lip service is needed.

𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴:

Sustainability marketing includes the ability to craft a compelling narrative around your efforts to engage customers emotionally, fostering a sense of shared values.

The strive for perfection shouldn’t be the enemy of good -  so start sharing how you are making a difference, in ways that resonate with your customers. When they see you continue to resonate with their values, their brand loyalty will grow into becoming your brand ambassadors.

𝗕𝗲 𝗜𝗻𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹:

Sustainability marketing helps you tell your unique story, aligning your values with actions, and build relationships with customers who share your commitment to a better, more sustainable world. Your actions, like Patagonia’s remarkable journey, will inspire and help more businesses to embrace action that drives positive change! 🌏💚

#SustainabilityMarketing #ProfitForPurpose #MarketingStrategy #SustainableBusiness

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My mission is to help grow companies that have products and services making a difference to people & the planet. Click here to arrange a no-obligation chat to find out how I can help you create impact, develop markets and facilitate change.

Hannah Welch