Wednesday, January 18
The State of Patagonia and Utah
Patagonia has really never been afraid to take a stand, that is for sure. And from a marketing perspective, all of the issues that the company has tackled through the years have been consistent with what the brand is all about.
Like donating all of the profits from Black Friday to environmental causes.
Like closing operations on Election Day so that people can go out and vote for the candidates that support the same issues.
Like advertising that once you buy a Patagonia jacket, you had better like it for life because that's how long it's going to sustain.
So it's no wonder then that the company and brand is now going after the State of Utah, for a very specific reason. The legislators there are looking to repeal an order that Obama put into place to conserve land and create a national monument. Many thought that Obama stepped out of bounds while others applauded the effort to protect the land.
No matter your POV, Patagonia decidedly has one and it's putting its marketing muscle behind it. A great example of a brand putting its resources behind what it believes is public good...and presumably so do the brand's consumers.
What do you think? What's your experience? JIM.