Patagonia and Willingly Paying a Cost for Your Values

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