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.

https://www.fastcompany.com/90626274/pour-one-out-for-the-tech-bro-uniform-patagonia-ditches-corporate-logos-on-its-vests?partner=feedburner&utm_source=feedburner&utm_medium=feed&utm_campaign=feedburner+fastcompany&utm_content=feedburner&cid=eem524:524:s00:04/19/2021_fc&utm_source=newsletter&utm_medium=Compass&utm_campaign=eem524:524:s00:04/19/2021_fc
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