Patagonia’s Bold Political Stand Shows Why Retail Is More Than Sales
By Glenn Taylor, Senior Editor
I’ll admit that outside of skimming through a few tweets, I wasn’t too tuned in on the news that President Donald Trump signed a proclamation to reduce the size of the Bears Ears and Grand Staircase-Escalante national monuments in Utah. But a day after the news broke, Patagonia definitely got my attention in displaying the statement “The President Stole Your Land” on the front page of its web site.
The cutbacks of the two monuments totaled approximately two million acres, the largest rollback of federal land protection in U.S. history. Like many other politically charged issues, the decision drove debate — but only until the next problem came up and the public consciousness moved on to that.
However, Patagonia’s stance delivers by keeping this issue top of mind for both its own shoppers and those who don’t shop at the brand. The statement itself, bolded in white letters on a black screen, pulls no punches in getting the shopper’s attention. It also conveys a sense of urgency by tying it to the individual consumer, and how it affects them.
Shoppers Want Socially Responsible Brands
The decision caters to a retail clientele that, at least on the surface, appears to be more aware of who they’re buying from and what those companies stand for. As of 2015, 66% of global consumers said they were willing to pay more for products that come from sustainable brands, up from 50% in 2014, according to the Nielsen Global Corporate Sustainability Report. Millennials are even more attached to this idea, with 73% saying they are willing to pay extra for sustainable offerings.
Additionally, 81% of Millennials expect companies to make public declarations of their good corporate citizenship, according to Horizon Media. The growing presence of Gen Z also needs to be considered. This demographic identifies social responsibility as the fourth-biggest factor in making a purchase, after price, quality and brand name.
Simply put, causes matter. Patagonia has made a commitment to its own that transcends any product it sells or any marketing campaign it might put out.
REI Joins In On Cause Marketing
Fellow outdoor apparel and gear retailer REI knows a thing or two about this as well, making its own statement about the rollback as well as encouraging shoppers to write to their elected officials and voice support for public lands. REI has been vocal about causes in other ways, gathering widespread acclaim for its #OptOutside social movement, which encourages shoppers to do something fun outdoors instead of shopping on Black Friday. REI goes as far as to close its stores and online site throughout the day while still paying its employees. And the co-op sure hasn’t been hurting from the decision, giving back 70% of its 2016 full year profits to local outdoor communities.
Outdoor retailers aren’t the only companies who convey this politically activated mentality around causes they respect. The recent relief efforts for Hurricane Harvey showed that the biggest brands, including Walmart, Amazon, The Home Depot, Lowe’s and Target, are willing to donate to those in need and rally their shoppers to do so.
But where Patagonia truly succeeds here is putting its cause front and center, positioning itself not just as a retailer but as a movement. Retailers are constantly trying to make themselves more relatable as competition increases. What Patagonia and REI understand is that a big part of relatability is giving consumers a chance to be part of something beyond a purchase.