Patagonia: A Modern Example of Authentic Advertising
As consumers continue to respond to more environmentally aware campaigns and advertising, brands feel greater pressure to show their efforts toward creating more sustainable products. This added emphasis on green marketing creates an increase in greenwashing. Greenwashing is a conscious attempt to make a company's actions seem more environmentally friendly than they are. Brands and companies who make disingenuous promises towards cleaning up their footprint to gain customers and good PR fail in the eyes of many consumers, especially Gen Z and Millennials, who see right through these promises.
In a crowded marketplace of greenwashing and performative activism, it can be difficult to find a company genuinely working to improve its environmental impact. One brand that embraces authenticity and is environmentally responsible is Patagonia.
A Brand With a Purpose
Patagonia has consistently aimed to fight the climate crisis and its impact on the environment. The founder of the company, Yvon Chouinard, has been steady in his work to make Patagonia as environmentally conscious as possible. This resulted in a landmark decision in September of 2022 when Chouinard donated the entire company to fight climate change. All of its proceeds now go straight toward the cause. In his words, “Earth is now our only shareholder.”
Chouinard’s decision to sell the company will not surprise anyone who has seen Patagonia’s history of authentic advertising. In a now infamous move, Patagonia released a full-page ad in The New York Times on Black Friday in 2011 encouraging consumers not to buy its jackets. This advertisement was daring, with a message informing viewers of the 135 liters of water and 20 pounds of carbon dioxide it requires to sell this product.
Image sourced from Patagonia
Advertisements like “Don’t Buy This Jacket” exemplify what it means for a brand to be genuine in its commitment to sustainability. A great deal of the Patagonia image is centered around being environmentally conscious, and illustrating that with true initiative shows an audience that the brand is serious about its mission. It’s been found that 69% of Gen Z and 73% of millennials make a conscious effort to minimize their impact on the environment. This research sheds light on why these younger generations feel so in touch with a socially conscious and environmentally responsible brand like Patagonia.
Key Takeaways on Authenticity
Patagonia and the work Chouinard does exemplify a brand that not only stands up for what it believes in but also understands its audience. Millennials in particular have named Patagonia as one of their most trusted brands. Scott Carrington, former head of digital marketing for the company, noted that working alongside millennials at Patagonia is “an easy conversation because they embody a lot of the same values.”
In a world of disingenuous attempts at marketing and greenwashing, it’s not hard to believe that Yvon Chouinard is aware of his own company's effect on the world. Patagonia puts action above words as the company puts 100% of its proceeds towards fighting climate change or creates opportunities for secondhand retail. The company makes substantial efforts to hold itself accountable for its actions and work towards finding solutions to make the world a better place.
Building True Connections with an Audience
Brands should not hesitate to look to Patagonia as an example of a company that is aware of its footprint and will openly address it. This authentic use of transparency in its advertising is inspiring and is shown to be effective by the enthusiasm towards the brand by Gen Z and Millennials. The work that Patagonia puts forward creates a true relationship with its audience. To purchase a Patagonia product now is not only a trendy fashion choice, but a conscious decision to support a brand that is working to change the world.
About Aiden
Aiden Dykman is a junior studying Advertising and Public Relations, with a minor in marketing. Aiden is a current Account Associate for GrandPR and a member of GVPRSSA. This summer, Aiden looks forward to an account management internship with Deksia. In his free time, Aiden enjoys spending time at the beach, playing tennis, and going to concerts.