California-based Patagonia, which specializes in outdoor apparel, has taken an unexpected and untraditional approach to corporate social responsibility (CSR). Sustainability, giving back and caring for the planet are firmly connected in a company conviction that’s clear for customers and the business world to see. That’s supported by Patagonia initiatives to buy and consume less.
A family business owned by Yvon and Malinda Chouinard, Patagonia’s mission is to “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
Yvon wrote in the company’s biography, Let My People Go Surfing, “Patagonia exists to challenge conventional wisdom and present a new style of responsible business.” True to form, in 2012, it was one of the first companies in California to become a Certified B Corporation.
Social & Environmental Activism
Knowing the resources it uses and waste it produces, Patagonia believes it has a responsibility to give back. Rather than thinking of what they do as charity or traditional philanthropy, the company calls it “our Earth Tax,” and considers it part of the cost of doing business.
For the past 30 years, through its membership in 1% For The Planet® (an alliance of businesses), Patagonia has given 1% of sales to the preservation and restoration of the natural environment. To date, the company has donated $70 million in cash and in-kind services to 3,400 grassroots groups. A few stats show how the company supported environmental and social initiatives this past year:
- $6.2 million donated to 742 local grassroots groups in 18 countries to fund environmental work
- $116,905 given to nonprofits through an Employee Charity Match program
- 10,424 employee volunteer hours
(For a detailed look at Patagonia’s work in 2015, check out its Environmental + Social Initiatives booklet.)
Sustainable Clothes & Supply Chain
Patagonia is determined to create “the world’s most socially and environmentally responsible supply chain,” and has steered the clothing industry into a more sustainable direction through its actions.
With products and suppliers. In 1993, Patagonia was the first outdoor clothing manufacturer to use fleece made from post-consumer recycled (PCR) plastic soda bottles. And in 1996, it switched to using organically grown cotton in all cotton products. It was also one of first major outdoor companies to work with Fair Trade USA on its Fair Trade Certified apparel.
In 2007, to be more transparent about its supply chain, the company started publishing the environmental impacts of articles of clothing in The Footprint Chronicles® as well as including it on Patagonia’s product pages.
Within the industry. As a founding member of the Sustainable Apparel Coalition—an alliance of 30 companies in the clothing and footwear industries formed in 2010—Patagonia and member companies measure their environmental and social and labor impacts, benchmark performances against each other, and publish the results in a social and environmental performance index.
The company’s belief in environmental conservation and corporate responsibility is integrated into its anti-consumption advertising. Maybe the most recognized of these ads ran on Black Friday in 2011 with the surprising message: “Don’t Buy This Jacket”, encouraging consumers not to buy what they didn’t need. Patagonia has echoed this message over the years in its “buy used” marketing with eBay, and most recently, through its Worn Wear initiative about repairing clothes. While many think these messages fly in the face of why the company exists, Patagonia firmly believes it’s just the right thing to do.
Making a Bigger Difference
Patagonia’s commitment to inspire and implement environmental solutions reaches beyond the industry. In 2013, the company launched $20 Million and Change, through a holding company, Patagonia Works. It’s dedicated to a singular cause: using business to help solve the environmental crisis. With this fund, Patagonia helps like-minded, responsible start-up companies which want to work with nature rather than using it up.
Humble about its CSR accomplishments, Patagonia states: “We have a long way to go and we don’t have a map—but we do have a way to read the terrain and take the next step, and then the next.”
If you’re inspired by Patagonia to take steps and give back through your company’s CSR efforts, we’re ready to help. Just contact us.
– Andrea Lloyd
Director of Programs