If you’re reading this blog, you’re probably active or at least have an interest in being active. Now that you have the ambition, you need to dress the part.
This is where Patagonia comes in. This outdoors company aims to develop the highest quality clothing and gear for climbers, runners, surfers, fishermen, skiers and snowboarders.
I’m the first to admit to being cheap when it comes to buying pretty much anything. Before I even consider trying out a product, I check the price tag. As a general rule, I don’t buy anything over $20. And I mean anything.
This usually means lower quality products and, in the long run, is counter-productive considering replacing poorly-made clothing, for example, at a high rate will end up costing me more in the long run.
This would not fly in the minds of Patagonia employees.
Patagonia decision makers take pride in providing consumers with sustainable products. The company’s clothing and gear are rumored to last for life. This makes even me think twice about purchasing a generic alternative.
What’s cool about Patagonia is they take this idea of a product lasting for life to the next step. Patagonia literally sent out a message saying,“Don’t buy this jacket.”
Seem crazy to you?
Just to clarify, Patagonia intends for its products to only go to people who are using them to their full potential. The idea is to discourage consumers from adding to the planet’s waste by buying clothing they won’t use.
Patagonia would rather its products be used by outdoor enthusiasts than people who are just buying it to show off a more expensive brand.
Actually, the website showcases an ambassadors program, introducing average peoples’ critiques on Patagonia gear.
From a public relations perspective, this is genius. It shows that the company is interacting with its key audiences by turning them into opinion leaders for the industry.
Consumers trust other consumers more than advertisements and other messages delivered directly from a company. The hobbies of Patagonia ambassadors are displayed on the website.
The official site also shows that, in its 40 years of existence, Patagonia has implemented various campaigns honing in on specific issues that showcase its passion for environmentally friendly practices. The themes of these campaigns range from reducing waste in natural waterways to protecting arctic wildlife to awareness of the complexity of the marine wildlife.
Consumers eat this stuff up! Especially the type of consumers that would be making Patagonia purchases. Patagonia workers come off as authentic and caring about serious environmental issues. The company is encouraging behavior change among consumers that will positively affect the planet.
Continuing with the PR theme, Patagonia is present on eight different social media channels. This accessibility to the brand helps to build long-term relationships with a wide range of consumers. (Different demographics tend to lean toward certain social media platforms).
Zooming in on Facebook
solidified Patagonia’s commitment to consumers. They post relevant and engaging content and promptly respond to comments, so don’t hesitate to contact them!
While this blog is very much about building a strong foundation for yourself, it is good to think about whom you’re interacting with to make that goal happen.
Doesn’t it just make sense to support a company who cares about your own wellbeing?
Consider this next time you make a purchase (wellness-related or not).
This post just scratched the surface of what Patagonia does to leverage its company. I encourage you to do some more exploring!
Have a great week.