{"id":3023,"date":"2015-12-08T15:22:38","date_gmt":"2015-12-08T20:22:38","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/patagonia-turning-social-responsibility-into-company-business\/"},"modified":"2015-12-09T12:26:29","modified_gmt":"2015-12-09T17:26:29","slug":"patagonia-turning-social-responsibility-into-company-business","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/patagonia-turning-social-responsibility-into-company-business\/","title":{"rendered":"Patagonia \u2013 Turning Social Responsibility into Company Business."},"content":{"rendered":"<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/images2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2961 aligncenter\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/images2-300x118.png\" alt=\"images\" width=\"417\" height=\"164\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/images2-300x118.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/images2.png 357w\" sizes=\"auto, (max-width: 417px) 100vw, 417px\" \/><\/a><\/p>\n<p>Patagonia started as small company selling tools for climbers, and has grown into a wide-ranging outdoor apparel industry with over $560 million in sales in 2013.[1] As a company that targets consumers who care about the environment and the outdoors, Patagonia has been highly effective at creating alignment between it\u2019s business and operational model.<\/p>\n<p>The business model is to create value by selling high-quality, high-utility outdoor products, especially for low impact sport like hiking, climbing, snowboarding, and others. They do this while maintaining corporate ethics that have made it one of the \u201cWorld\u2019s Most Ethical Companies\u201d for over six years in a row.<a href=\"#_ftn3\" name=\"_ftnref3\">[<\/a>3<a href=\"#_ftn3\" name=\"_ftnref3\">]<\/a> They root their business model in four core values \u2013 quality, environmentalism, integrity, and innovation \u2013 all of which are plainly conveyed through their operational model.<\/p>\n<p>Part of Patagonia&#8217;s business model also includes an emphasis on helping to protect the very thing that their top consumers care about most: the outdoors. It&#8217;s best summarized\u00a0in their &#8220;Reason for Being,&#8221; which emphasizes the connection between their customer\u2019s love of outdoors, and Patagonia\u2019s dedication to protecting it.<\/p>\n<blockquote><p><em>\u201c<\/em><em>Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take towards product design demonstrates a bias for simplicity and utility. <\/em><em>For us at Patagonia, a love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet. We donate our time, services and at least 1% of our sales to hundreds of grassroots environmental groups all over the world who work to help reverse the tide.\u201d\u00a0<\/em>[2]<\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Banner_travelerdream_1920x864_0.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2955 aligncenter\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Banner_travelerdream_1920x864_0-300x135.jpg\" alt=\"Banner_travelerdream_1920x864_0\" width=\"415\" height=\"187\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Banner_travelerdream_1920x864_0-300x135.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Banner_travelerdream_1920x864_0-1024x461.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Banner_travelerdream_1920x864_0-600x270.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Banner_travelerdream_1920x864_0.jpg 1920w\" sizes=\"auto, (max-width: 415px) 100vw, 415px\" \/><\/a><\/p>\n<p><strong>OPERATIONAL MODEL<\/strong><\/p>\n<p>Patagonia has integrated their value proposition through their entire corporate system, most obviously through their Product Lifecycle Initiative, supply chain management and transparency, and company structure. These decisions have allowed the company to differentiate itself by more than just price and quality, and create a strong reputation that appeals to its core consumers.[4]<br \/>\n<a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Patagonia.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2941 aligncenter\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/Patagonia-300x188.jpg\" alt=\"Patagonia\" width=\"440\" height=\"276\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Patagonia-300x188.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Patagonia-1024x640.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Patagonia-600x375.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/Patagonia.jpg 1400w\" sizes=\"auto, (max-width: 440px) 100vw, 440px\" \/><\/a><\/p>\n<p><strong>Product Lifecycle Management<\/strong><\/p>\n<p>The Product Lifecycle Initiative is based in the commonly know \u201c4 R\u2019s\u201d: Reduce, Repair, Reuse, and Recycle.[5] To keep resources from being used in the first place, Patagonia offers durable, high quality products that are made with low-impact inputs, like using recycled materials or organic cotton, instead of high-pesticide conventional cotton. Then, to minimize further impact, they offer services like in-store repairs, online \u201crepair guides,\u201d partnerships with consignment stores, recycling programs and even a piloted \u201ctrade-in\u201d program in Portland that accepts used goods for new ones.<\/p>\n<p>They actively advertise these services to customers, even with the explicit mission to reduce purchases. Their &#8220;Don&#8217;t Buy This Jacket&#8221; campaign garnered a lot of attention for emphasizing these values while telling customers to repair or reuse their existing Patagonia clothes, versus buying new ones.\u00a0Meanwhile, campaigns like this have had an positive impact on sales, with a 40% increase in the two years following these ads.[6]<\/p>\n<p><a href=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/screen-shot-2011-11-29-at-5-37-41-pm.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2992 aligncenter\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/screen-shot-2011-11-29-at-5-37-41-pm-300x188.png\" alt=\"screen-shot-2011-11-29-at-5-37-41-pm\" width=\"463\" height=\"290\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/screen-shot-2011-11-29-at-5-37-41-pm-300x188.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/screen-shot-2011-11-29-at-5-37-41-pm-1024x640.png 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/screen-shot-2011-11-29-at-5-37-41-pm-600x375.png 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/screen-shot-2011-11-29-at-5-37-41-pm.png 1440w\" sizes=\"auto, (max-width: 463px) 100vw, 463px\" \/><\/a><\/p>\n<blockquote><p><em>&#8220;We design and sell things made to last and be useful. But we ask our customers not to buy from us what you don\u2019t need\u00a0or can\u2019t really use. Everything we make&#8211;everything anyone makes&#8211;costs the planet more than it gives back.\u201d \u2013 Patagonia Public Statement, 2012&#8221;\u00a0[7]<br \/>\n<\/em><\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<p><strong>Supply Chain Management and Transparency<\/strong><\/p>\n<p>Before any factory becomes a Patagonia supplier, they are screened for four criteria: quality, social standards, environmental impact, and production\/sourcing. To uphold a certain standard among their suppliers, Patagonia performs audits and develops deep, collaborative relationships with their suppliers. They screen for environmental impact down to the farm-level, carefully sourcing products with sustainable harvesting methods,and ensuring humane treatment for all animals involved in the supply chain. To support their end of the deal, Patagonia also maintains internal controls that prevent last minute order changes, or demand price cuts \u2013 all things that could\u00a0have an adverse impact on worker conditions.<br \/>\nThe integrity of Patagonia\u2019s supply chain can be directly investigated by outside sources, thanks to their innovative transparency <img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2998 alignright\" src=\"https:\/\/i4tsk12in2b2y7uts14c528g-wpengine.netdna-ssl.com\/wp-content\/uploads\/sites\/4\/2015\/12\/maxresdefault-300x169.jpg\" alt=\"maxresdefault\" width=\"321\" height=\"181\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/maxresdefault-300x169.jpg 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/maxresdefault-1024x576.jpg 1024w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/maxresdefault-600x338.jpg 600w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2015\/12\/maxresdefault.jpg 1920w\" sizes=\"auto, (max-width: 321px) 100vw, 321px\" \/>effort, the Footprint Chronicles, which details the exact social and environmental<br \/>\nconditions in their supply chain. The interactiv<br \/>\nwebsite includes profiles for over 70 factories and 28 textile mills, which are also linked to product pages, allowing shoppers to trace back the exact product that they would like to purchase.[8]<\/p>\n<p><strong>Management Structure<\/strong><\/p>\n<p>Most companies have a specific department responsible for all social responsibility. Oftentimes, this department is one person. In 2014, Patagonia got rid of their large sustainability\u00a0office, decentralizing all the roles across key departments in the company. Following the policy recommendations of leading ratings and certificate leaders, \u201csustainability team members with environmental materials expertise were moved into the materials department, and folks with social labor and environmental impact skills are now installed in the design department \u2014 advising on the impacts of design choices at the drawing board.\u201d [9] This decentralized approach ensures that sustainability and corporate responsibility is considered at every step of product development, marketing and sales \u2013 truly integrating the Patagonia business model into their operating model.<\/p>\n<blockquote><p>[1] http:\/\/www.patagonia.com\/pdf\/en_US\/bcorp_annual_report_2014.pdf<\/p>\n<p>[2] http:\/\/www.patagonia.com\/us\/patagonia.go?assetid=2047<br \/>\n[3] https:\/\/danielsethics.mgt.unm.edu\/pdf\/patagonia.pdf<\/p>\n<p>[4] http:\/\/www.businessinsider.com\/patagonia-business-strategy-2014-9<br \/>\n[5] http:\/\/www.slideshare.net\/johannesmahlich\/environmental-differentiation-strategy-of-patagonia<br \/>\n[6]\u00a0http:\/\/www.businessinsider.com\/patagonia-business-strategy-2014-9<\/p>\n<p>[7] http:\/\/www.bloomberg.com\/bw\/articles\/2013-11-25\/patagonias-confusing-and-effective-campaign-to-grudgingly-sell-stuff<\/p>\n<p>[8]\u00a0http:\/\/www.patagonia.com\/pdf\/en_US\/bcorp_annual_report_2014.pdf<br \/>\n[9] \u00a0http:\/\/www.triplepundit.com\/2014\/11\/patagonias-new-decentralized-approach-sustainability-management\/<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Patagonia&#039;s Sustainability: How their efforts attract their core consumer, and make for a socially responsible business. <\/p>\n","protected":false},"author":518,"featured_media":3039,"comment_status":"open","ping_status":"closed","template":"","categories":[570,168,14,336],"class_list":["post-3023","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-corporate-social-responsibility","category-marketing","category-sustainability","category-tom-winners"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/the-tom-challenge-tom-winners-and-losers-assignment\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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