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Corporate Social Responsibility (CSR) and Sustainability

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Corporate Social Responsibility (CSR) and Sustainability

Introduction

Due to the current situation of the environment, corporations' role in upholding social and

environmental responsibility has changed during the previous ten years. Company social

responsibility, along with brand quality and reputation, is the most significant element affecting

consumer awareness of company image, according to a survey by Environics International CSR

Monitor. Retail businesses are increasingly adopting sustainable practices, such as employing

recycled materials in the production of their goods, giving a portion of their income to

environmental charities, and supporting initiatives to protect the environment. Patagonia is a

manufacturer and retailer of outdoor gear and clothing that is arguably the most well-known

"green" brand in the sector. Patagonia's target demographic has developed significant brand

loyalty as a result of its well-known high quality outdoor gear, advocacy and care for the

environment, and effective green marketing techniques. The goal of this study was to examine

the marketing tactics connected to Patagonia's dedication to social and environmental

responsibility.

Back ground

Patagonia employs unconventional, environmentally friendly marketing techniques to

develop, cultivate, and sustain consumer brand loyalty. Patagonia's campaigns raise awareness of

contemporary social and environmental issues instead of usually promoting its outdoor clothing

and equipment, imploring customers to refrain from increasing their carbon footprint and

purchasing items they may not actually need (Cohune, 2019). Findings from the study show how

Patagonia's main unconventional efforts paved the way for other retail businesses to adopt

environmental responsibility, ultimately making the firm a trailblazer in the sector. Patagonia
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stirs up controversy and motivates customers to take action for social and environmental issues

by incorporating anti-consumerist and politically charged advertising in its marketing methods

across its website and social media channels (Stanley, 2020). By linking its customers to its

brand through various marketing techniques, the business increases client loyalty (Cohune,

2019). The principles of Patagonia perfectly complement those of its socially conscious and

activist target market, forging a close bond between the two groups. A company will have more

consumer favorability and long-term financial success the more it appreciates and promotes

environmental preservation activities.

By being open with their customers about their sustainable business methods and

integrating their corporate ideals across all elements of the firm, Patagonia answers to

contemporary environmental and social concerns. The corporate environmental and social

responsibility initiatives of the corporation are openly disclosed and told as a narrative of the

brand's values and personality (Cohune, 2019). Patagonia's beliefs are clearly discernible across

its whole business strategy, making it clear that the brand was founded to address the current

environmental catastrophe, businesses can achieve a sustainable competitive advantage by

proactively addressing environmental challenges, investing in those issues, and minimizing their

environmental impacts (Michel, et al., 2019). By eschewing consumerism and conventional

business practices, Patagonia has become the market leader in the retail sale of outdoor clothes

and equipment by prioritizing the world over profit.

Patagonia is a pioneer in the retail sector for outdoor goods and equipment thanks to its

significant environmental activism initiatives and unconventional business strategies. Yvon

Chouinard's anti-consumerist beliefs, which he incorporates into nearly every part of his

business, encourage the company's unusual marketing tactics. The company's creator, who
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describes himself as a "reluctant businessman," admits that Patagonia will never produce a

product that is fully harm-free, but it is committed to trying (Cohune, 2019). The business never

ceases to motivate people and organizations alike, reminding them of Patagonia's mission to

change the planet rather than just make a profit.

Corporate Environmental and Social Responsibility

Patagonia takes initiative and demonstrates consideration for social and environmental

issues; it is crucial that it is open and honest with its customers about what it does as a business

to make a difference. In order to do this, Patagonia collects and publishes content on their

website that exemplifies its sustainable supply chain methods, such as making Fair Trade

Certified items, employing traceable down insulation, and producing its goods with domestically

farmed organic cotton (Stanley, 2020).The Footprint Chronicles is the name of Patagonia's

publication, which attempts to educate customers about how the firm actually obtains and makes

its sustainable products.

Companies Initiatives:

Curating and publishing content on its website

Its website provides examples of its sustainable supply chain management techniques,

such as using Fair Trade Certified items, traceable down insulation, and domestically farmed

organic cotton in the production of its goods. The Footprint Chronicles is the name of

Patagonia's publication, which attempts to educate customers about how the firm actually obtains

and makes its sustainable products (Michel, et al., 2019).Patagonia created its Fair Trade

Certified items as a way to support the factory employees who make its clothing. Every item of

clothing that the company purchases that is Fair Trade Certified carries a premium, and that

premium is utilized to provide workers a financial incentive, support their communities, or

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finance important social activities (Michel, et al., 2019).Patagonia participates in Fair Trade

since it does not own any of the factories that produce its goods.

Promoting employee activism

The Patagonia Environmental Internship was a program the firm started in 1993. This

allows workers to volunteer for up to two months for any environmental organization of their

choice while still being paid and eligible for employee perks from Patagonia (Michel, et al.,

2019).As part of the employee internship program, Patagonia employees have been working on

projects throughout Chile, such as Concervación Patagónica (Stanley, 2020).A total of 50

personnel are working to safeguard and restore the land in Patagonia, Chile, traveling overseas in

groups of six at a time (Michel, et al., 2019).Patagonia Inc. hopes that by giving its employees

this chance, they will have inspiring experiences that they may later bring back to their homes,

share with others, and use to expand their influence.

Spearheading various environmental campaigns.

Patagonia encourages customers to take political action and elect officials who support

environmental groups and seek to protect the environment by promoting the hashtag

#VoteOurPlanet. Patagonia developed its #VoteOurPlanet group within its industry and

developed a sharing platform for lone activists working for change (Michel, et al., 2019).

Customers can access voting materials on the Patagonia website, including links to websites for

voter registration and the ability to look up local polling places.

Marketing

With its rejection of the consumerist mentality that currently permeates the retail sector,

Patagonia deviates from the standard in its marketing approach. Don't Buy This Jacket was the

name of Patagonia's unique Black Friday marketing campaign that year, which was covered in
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the New York Times (Cohune, 2019). The anti-consumerist idea that people shouldn't buy

things they don't need was backed by this advertising. In reality, Patagonia expanded on this

concept by drawing attention to the garment's wasteful production process, including the quantity

of water it consumed during production and the carbon dioxide emissions it generated during its

transportation from the manufacturing facility to Patagonia's distribution facility in Reno,

Nevada. Interestingly, as a result of that promotion, Patagonia's sales increased by roughly 30%

in 2012 and by another 7% in 2013 (Stanley, 2020).

Conclusion

In order to establish, grow, and sustain brand loyalty among its target demographic,

Patagonia uses unconventional, environmentally friendly marketing techniques like content

marketing, experiential marketing, and social media marketing. Through politically and

environmentally conscious efforts, Patagonia has responded to contemporary social and

environmental challenges. Patagonia successfully uses anti-consumerist and contentious ideals

in its marketing methods to promote its products in a non-traditional way. By being open and

honest about its supply chain methods, financial support for environmental activist organizations,

and core principles, Patagonia hopes to contribute to the corporate sustainability movement.
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References

Cohune, L. (2019). Stepping Lightly: A Case Study on Patagonia's Corporate Environmental and

Social Responsibility Marketing Strategy. https://digitalcommons.calpoly.edu/rptasp/79/

Michel, G. M., Feori, M., Damhorst, M. L., Lee, Y. A., & Niehm, L. S. (2019). Stories we wear:

Promoting sustainability practices with the case of Patagonia. Family and Consumer

Sciences Research Journal, 48(2), 165-180.

https://onlinelibrary.wiley.com/doi/abs/10.1111/fcsr.12340

Stanley, V. (2020). Commentary: Patagonia and the business of activism. Journal of public

policy & marketing, 39(4), 393-395.

https://journals.sagepub.com/doi/abs/10.1177/0743915620948864?journalCode=ppoa