Patagonia Leads From the Front
We are in times that are currently politicized at almost every level. Corporations often seek to avoid controversy but as I have repeatedly cited “there are no sidelines”. As our values, political and otherwise, are more openly expressed we actively seek to align ourselves with organizations that reflect our best instincts. It is no longer enough for organizations to pretend they can remain above the fray. With the rise of Trumpism and its corrosive effect on our society corporations are now front and center as to whether or not they will align with the forces of hate and discord. Many CEOs were let off the hook as in the wake of white supremacist violence in Charlottesville both White House business councils were disbanded. Although quite a few high profile names had resigned many questioned why they were there in the first place? Should it have taken the alt-right violence in Virginia to have them question their allegiance to the current adminstration? While the moral leadership of corporate America has been lauded by some others rightly question its validity.
Enter Patagonia who has released their first ever TV commercial and branded message in defense of public lands that are under attack by the Trump adminstration. Patagonia has built a business model that reflects their view of the world. There is no distinction in how they operate and brand their business and the philosophy of how Patagonia fits into the greater society. The campaign and video are not selling anything but Patagonia’s values and connecting them to their customers. It is logical that Patagonia, built on enjoying the natural world, would continue their advocacy. A campaign like this builds on years of trust and love and drives action on behalf of their customers. Patagonia has never existed on the sidelines but consistently chooses to lead from the front.
