#14 Patagonia’s Common Threads Initiative

Patagonia is taking sustainability (the green kind) to a new level. In their latest emailer, they encouraged consumers to not buy their product, but join in their newest campaign to help the environment. In their campaign, the “Common Threads Initiative,” they let consumers know that we are over using our resources and in order to sustain ourselves we must reduce, reuse, repair, and then recycle if we can’t do the others.

I think this is really sweet stuff, this is truly a company that is looking out for consumers and the environment before their own profits. This is what brands should strive to do.

Patagonia's Emailer from Ad Age Blog

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Patagonia Common Threads Initiative

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#6 Sustainability

Sustainability means one of two things when talking about brand thinking.

1) SUSTAINABILITY as environmentalism. When people talk about brands that are “green,” they are talking about sustainable brands. Brands that can sustain themselves and help the environment. This is something that has gained a lot of importance in the past couple of years with the growth of the movement of environmentalism. I think that this is something that is important. However, I’m curious about whether or not this  is a fad. I believe that we will eventually have less and less importance attributed to it, though this may come because it will become the norm.

2) SUSTAINABILITY as brand longevity. More recently, people have started to talk about sustainable brands as brands that will last throughout the changes. These brands are important because they are culture conscience and ever changing. These brands are like people. They have their base personalities, but can adapt and change to the situation and circumstances that come up. However, these brands need to have their personalities solidified before they can begin to adapt to situations otherwise they risk not being identifiable.

 

Just a heads up. When I talk about sustainability, I think about definition 2.