Pioneers Of Sustainability: Yvon Chouinard

Patagonia is a leader in the cause-based marketing space with its branding rooted in sustainability. Today, we’re going to take a look at what marketing tactics the company has employed to build its sustainability image.

Part of the answer lies in Yvon Chouinard, the brand’s founder and CEO. Back in 1973, he was inspired by his own outdoor trips to the Patagonia region of South America and set out to create a brand that offered the highest quality products—without sacrificing on his values or sustainability focus.

Here are four practices he applied to Patagonia’s strategy throughout the years.

A Clear Mission

Patagonia’s mission is simple: “We’re in business to save our home planet.” A succinct, easily understood mission statement helps employees and customers alike understand the brand’s intentions. It gets to the heart of Patagonia’s sustainability focus, strengthening that image for the brand.

This short statement also acts as a north star for every team member, from Chouinard himself all the way down to the associates working in his stores. Having a clear purpose helps align daily work with the company’s desired impact, further emphasizing the link to sustainability.

Patagonia’s mission is simple: “We’re in business to save our home planet.” A succinct, easily understood mission statement helps employees and customers alike understand the brand’s intentions.

Willingness to Forgo Profit

Patagonia has always appeared to approach its marketing by putting sustainability first and profit second. In the company’s famous 2011 campaign, “Don’t Buy This Jacket,” the company pushed its customer base to hold onto existing outdoor gear rather than buying its new jacket.

The ad detailed all the waste and emissions involved in the jacket’s production, calling out fast fashion practices and the consequences of buying new clothing unnecessarily. Revenue for the campaign reached $10 million—more than four times the estimated figure—which Patagonia then donated to environmental protection groups.

This donation backed up Patagonia’s claims to support the environment, and it also continued to build a sustainable image in the minds of the public. The unconventional campaign also drove so much buzz that many consumers outside Patagonia’s target audience heard about it, giving further credibility to the brand’s cause-based image.

Storytelling vs. Selling

Patagonia’s marketing is more about storytelling than it is about selling. This strategy assumes that Patagonia’s customers don’t need products pushed on them. Instead, they may be looking for advice about their latest camping trip or searching for their next great adventure spot. By providing information and focusing marketing around a shared love of the outdoors, the company is able to reach its target audience and build brand loyalty without ever asking for a sale. Because the customers become increasingly aligned with the brand’s cause over time, Patagonia is naturally top-of-mind when the time comes to make a purchase.

Long-Term Thinking

Lastly, Chouinard famously plans his business strategy for the long-term, opting for a 100-year plan rather than a five- or ten-year plan. His intention was always to create a brand that stood the test of time, which typically requires a rock-solid brand image.

Using the above tactics to reinforce the sustainability angle over time has likely helped Patagonia maintain its standing in the outdoor retail world. By sticking with the same key values and talking points over decades, the brand’s customers—and the general public—know what to expect when they encounter Patagonia products or marketing materials.

Only time will tell whether Patagonia’s strategy holds up for the full hundred years. We’ll have to stay tuned to see if Chouinard continues on the same marketing path indefinitely.

Business Takeaways

• Align with your mission before deciding on a marketing strategy. By achieving clarity around your mission, you’ll be able to craft marketing assets that match.
• Decide how your actions will line up with your sustainability (or other cause) focus. Cause-based branding may frustrate consumers if your actions don’t support your cause.
• Put your audience first when planning new marketing content. Create materials that will add value to their lives, not necessarily push product.

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