PatagoniaPolitical Activism at the

Center of a Company’s Communication Strategy

By Alex Wolfe and Mikala Morris

Rundown

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➝ Overview of the Case➝ Applications of Page Principles➝ Analysis of the Learning Objectives

⇾ Proactive Planning⇾ Social Media & Campaign Visibility⇾ Taking a Stance against Political

Figures⇾ Comparing Company Values

➝ Class activity➝ Class discussion➝ Wrap-up

The Activist Company

➝ Founded by a rock climber in 1973, Yvon Chouinard

➝ Has donated nearly $90 million to grassroots organizations

➝ Advocate for climate change and other environmental issues

➝ Aid natural disaster victims worldwide

➝ Gives back 1% of sales to the planet

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Quick History➝ Chouinard started a business

named Chouinard Equipment by selling pitons out of his car

➝ Started selling outdoor clothing and apparel after buying a rugby shirt - turned into what is now Patagonia

➝ Chouinard Equipment was forced into bankruptcy after several lawsuits

➝ Chouinard sold the company for $900,000

➝ Focused on Patagonia and non-traditional business model for creative thinking 44

Leadership➝ Chouinard decided in 1985 to

dedicate 1% of sales to grassroots organizations

➝ Hired Rose Marcario as COO and CFO, who has reviewed its supply chain and production processes to cut down on waste and excess

➝ Marcario spearheaded new protocols, such as using recycled insulation, their Worn Wear program and Patagonia Provisions

➝ Marcario named CEO in 2014, one of 5% of female CEOs 55

Timeline of Activism (2017-present)

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Trump orders review of national monument designations; Patagonia threatens to sue

After review, interior secretary recommends that Trump Administration shrinks Bear’s Ears

Trump announces formal plan to reduce regulation; Patagonia’s legal team sets plan in motion to sue

April 26, 2017

June 12, 2017

Dec. 4, 2017

Sept. 2018

Patagonia endorses Democratic senator candidates - Jacky Rosen of Nevada and Jon Tester of Minnesota

Oct. 2018

Patagonia supports “Time to Vote” campaign to increase voter participation

Nov. 28, 2018

Patagonia donates $10 million tax cut toEnvironmentalorganizations

Patagonia v. Trump➝ Trump deregulates

protected monuments in Utah

➝ Patagonia publicly combats Trump

➝ Files lawsuit for breaching Antiquities Act of 1906

➝ New York Times article

http://bearsears.patagonia.com/

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Business Response

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➝ Patagonia is a private entity that does not disclose its annual sales

➝ Immediate uptick in sales for Patagonia but the long-term business impact following Patagonia v. Trump is still unknown

➝ Chouinard and Marcario have declined to comment on Patagonia’s sales in traditional news coverage

Proactive Planning

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Patagonia’s Planning Process

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➝ Patagonia started planning lawsuit months in advance, before the order was made

➝ Worked with other organizations over environmental litigation

➝ On day of announcement, calls made with D.C. lawyers, paperwork filed, website homepage created

Social Media & Campaign Visibility

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Facebook CrowdTangle Leaderboard (12/3/2017-12/10/2017)

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Twitter CrowdTangle Leaderboard (12/3/2017-12/10/2017)

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Interactions on Facebook

Interaction Rate on Twitter

Followers On Facebook

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#BoycottPatagonia

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Patagonia’s Social Media Growth: 1 Year OutDec. 2017-Dec. 2018

Facebook22% Growth

Twitter8% Growth

Instagram17% Growth

Taking a Stance against Political Figures

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Taking on the President

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➝ Founder called Trump Administration “evil” on CNN

➝ Didn’t see suing Trump as a choice➝ Patagonia had always been involved

with grassroots efforts, but this was its first time combatting the President

➝ Despite involvement with environmental activism, this type of legal effort was new to Patagonia

Comparing Company Values

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Activism at the Heart

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Patagonia REIPurpose: “We’re in business to save our home planet”

➝ Brand promise: supporting them means supporting the environment

➝ Core values⇾ Minimalist style⇾ Build the best

product⇾ Cause no

unnecessary harm⇾ Use business to

protect nature⇾ Not bound by

convention

Purpose: “Our purpose is to awaken a lifelong love of outdoors, for all”

➝ Brand promises: sustainable gear built to last, get outside with REI

➝ Core values⇾ Invest into the

cooperative community

⇾ Top-quality gear and apparel

⇾ No shareholders⇾ #OptOutside

(Purpose before Profits)

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#OptOutside

Manage for Tomorrow

Page PrinciplesProve it with Action

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➝ Patagonia had legal team standing by and prepared for President Trump’s possible actions

➝ Graphic designers built the black homepage design ahead of time

➝ Proactive in political stances⇾ “Time to Vote”

Campaign⇾ Closed on

Election Day⇾ Tax return⇾ Endorsing

candidates

➝ Pledges 1% of sales to the protection of the natural environment

➝ Has donated nearly $90M to grassroots organizations

➝ Aids victims of natural disasters as an Americares Emergency Response Partner

➝ Patagonia Action Works program helps consumers easily find grassroots organizations they can help in their local communities

➝ Creates documentary films based on environmental issues around the world

Class Activity

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Discussion

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➝ Would Patagonia’s campaign have succeeded without its robust planning?

➝ What role did social media play in the success of Patagonia’s campaign?

➝ Was it too risky to take on the President for the sake of company values?

➝ When is it best for a company to be a leader? A follower?

➝ How do you think brand activism will evolve over the next five years?

Questions?

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Photo Credits & Sources

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➝ https://www.gq.com/story/patagonia-versus-donald-trump

➝ https://www.sciencemag.org/news/2017/04/science-and-politics-

collide-over-bears-ears-and-other-national-monuments

➝ https://www.nytimes.com/2018/05/05/business/patagonia-trump-

bears-ears.html

➝ Crowd Tangle

➝ https://bit.ly/2ZxLZ0r

➝ http://www.outdoorinov8.com/compass/compasslogos.html

➝ https://www.cnbc.com/2016/12/23/founder-of-patagonia-fishes-

half-the-year-tells-his-employees-to-surf.html

➝ https://www.lifteconomy.com/blog/2016/6/20/rose-marcario-

patagonias-ceo-on-climate-change-regenerative-agriculture-and-

business-for-good