Sustainable Marketing

Patagonia has philanthropic outlets such as the Common Threads Partnership which serve as a marketing tool and opportunity improve environmental spaces or social communities.  As an outdoor gear company, Patagonia’s long term ability to succeed will be determined not only by consumer and business needs, but the perennial health of the environment.  The sustainable marketing concept that Patagonia employs so skillfully combines societal marketing and strategic planning to satisfy current consumer needs while planning for the future and doing the same for business itself.  Since its founding, Patagonia’s socially and environmentally responsible ethos has been central to the companies brand and marketing.  Additional customer value is created by their quality, long lasting products which are highly desired by the psychographic segment Patagonia satisfies .  In reaction to materialism and advertising driven false wants, segments of consumers have developed who are willing to pay more for a good if it is perceived to be more durable and therefore less environmentally and socially damaging.  Patagonia’s Black Friday “Don’t Buy This Jacket” advertisement campaign was a moral appeal that worked to reinforce the brand rather than to actually sell jackets themselves.  This type of advertising only works for brands as strong as Patagonia because although they are telling customers not to buy the product they fortify the brand's dedication to the environment and rejection of consumerism.