Executive Coaching

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Patagonia and Willingly Paying a Cost for Your Values

By Eric Herrenkohl posted 04-21-2021 08:31 AM

Patagonia is out of the providing corporate logo merchandise (i.e tech bros) business for sustainability reasons. They found that people were more likely to discard clothing with a corporate logo compared to Patagonia clothing without such co-branding.

Here is a question I am asking myself: When was the last time I willingly paid a cost for my values and beliefs? From a spreadsheet perspective alone, ditching the corporate branded clothing business is not a good short-term decision for Patagonia. Will it pay off for them in longer-term brand loyalty from customers who share their sustainability commitment? Possibly. But those potential returns are tomorrow - today, they lose revenue.

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