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The Purpose-Driven Marketer: How Patagonia Uses Storytelling To Turn Consumers Into Activists
Vice President of Global Marketing Joy Howard talks about utilizing the company’s environmental mission and operations as a brand advantage.
The frenzied ritual of pre-turkey-coma commercialism known as Black Friday is nearly upon us. And, as it’s done for the past three years, Patagonia will be encouraging people to repair their old outdoor garments rather than buy brand new stuff. Last year, the company’s Worn Wear program not only offered tools and tips for people to fix their own gear, but offered to buy back gently used clothes too. It also unveiled a 30-minute documentary featuring Patagonia faithful and their extremely lived-in apparel. Not many brands can pull off a half hour of people telling stories about their favorite pair of 15-year-old swim trunks.
By Jeff Beer
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