The final post in our Greater Good series (read parts 1 & 2 here) delves beyond the impact of creating one socially responsible campaign, and looks deeper into brands that aren’t just socially responsible; they have put activism at the core of their business strategy.
Taking action to combat issues affecting the global population
Outdoor clothing & gear company Patagonia defines itself as ‘The Activist Company’, believing environmental crisis has reached a tipping point and without commitment we will destroy our planet’s ability to heal.
Last Black Friday Patagonia announced that it would donate 100% of global retail & online sales on the day directly to grassroot, non-profit organisations working on the front line to protect the earth. As a result, Patagonia reached a record-breaking $10 million in sales.
According to Patagonia, we live in a society where “replacement is key” which “creates a society of product consumers, not owners”. So the firm, which employs 45 full-time repair technicians, launched The Worn Wear programme which ‘celebrates the stories we wear, keeps gear in action longer and provides an easy way to recycle Patagonia garments when they’re beyond repair’.
One FOCUS client Karma Cola is a ‘brand activist’, believing “what you drink should not only taste good but should be good for the land, good for the people who grow the ingredients and as good for you as a fizzy drink should be”.