Sustainability Marketing: a case study.
Patagonia is a leader in CSR and telling amazing stories that align mission with product. In doing so, the company has built a tribe of loyal customers and fellow activists, translating into 14% year over year growth.
This presentation is a case study on putting the 10 sure fire steps to telling great sustainability stories.
3. “Build the best product, cause no unnecessary
harm, use business to inspire and implement
solutions to the environmental crisis.”
Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
4. Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
"Who are businesses really responsible
to? Their customers? Shareholders?
Employees? We would argue that it's none of
the above. Fundamentally, businesses are
responsible to their resource base. Without a
healthy environment there are no shareholders,
no employees, no customers and no business.”
Yvon Chouinard, Founder, Patagonia
5. Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
“If the people working for me believe that we do
things to make the world better, to make
businesses take on a greater responsibility not
only to bottom-line profits but also to people and
the planet, then that would be the best legacy.”
Rose Marcario, CEO, Patagonia
15. All told, the compound annual growth rate since
the year after Marcario joined as CFO has been
14%, and profits have more than tripled since
her arrival.
18. Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
Our work has always begun first by
acknowledging that Patagonia is part of the
problem. We make products using fossil fuels,
built in factories that use water and other
resources, create waste and emit carbon into
the air. We ship our products around the world
in boxes and plastic bags. We consume
electricity—some generated using renewable
resources and some not—at our corporate
offices, distribution centers and stores. We drive
cars and ride on airplanes. As individuals, we
consume products of all shapes and sizes—
probably more than we need.
30. Sustainability Marketing
① Identify your company type and your CEO type
② If you fail the above, default to marketing 101
③ Sometimes nothing said is best
④ Tell stories, CSR
⑤ Silence the critics with transparency
⑥ Make it easy for your audience: language and
graphics
⑦ Connect the dots; audit your message
⑧ It starts with you