PATAGONIA: SUSTAINABILITY SELLS

Growing Viral is a weekly newsletter that breaks down billion-dollar marketing strategies and shows you how to implement them.

Join 830+ other founders, CMOs and marketing professionals that receive it directly in their inbox every Sunday - it costs $0.

Morning friends!

This week I quit my job.

Just under 12 months ago, I started this newsletter. My reasoning was simply to help myself become a better marketer. I wanted to have a way of disciplining myself to learn more about marketing and I thought there would be no better way to do that than committing to researching and writing an article once a week - I haven’t missed a Sunday since.

However, this little newsletter became so much more than that. It became something I couldn’t wait to write. In fact, it’s arguably my favourite part of my week.

It was just a passion project though.

There’s no way I could make money from writing newsletters, right?

Then a couple of months back a CEO and friend of mine sat me down and talked me through my own skillset (I hadn’t even seen it myself). He told me that if I could combine my personal branding experience with my knack for newsletters I could become a master of lead nurturing.

Days of thoughts. Turned into weeks of ideas. Then months of actions. Now it has become my livelihood.

I won’t bore you with the details of what service I provide.

But if you’re curious…

Why not check out the website: ratcliffebrothers.com

Now back to the regular programming!Whilst churning through a bunch of new marketing newsletters this week, I read an article from Ari Murray (formerly Sadwick) talking about the benefits of doing business sustainably. But she didn't just talk about the classic "Save the planet", "Straws save turtles" stuff. She talked about how sustainability helps generate more money for your business. It got me interested...Is sustainability really a way to add to your bottom line?Do the $$$ really flow to brands who do good?Should sustainability be part of every business's marketing strategy?

The answer to that... well I'll let you decide for yourself.This week's brand is one of the biggest sustainable brands on the planet.They don't just embody sustainability though.They sell it. 

Company Overview

Valuation: $1 Billion (Source)

Revenue: $209.1 Million (Source)

Patagonia is an American retailer of outdoor clothing. They have 100+ stores in 10+ countries, across 5 continents. However, the majority of their sales are made online. But Patagonia is so much more than just "a clothing company". In fact, they even label themselves an "activist company".

That's because in everything Patagonia does there is a sustainability element. Their products, their processes, and even their company culture. Patagonia doesn't sell clothing.They sell sustainability. And it pays.

Breaking Down The Strategy

When I think of brands becoming more sustainable, I think:

- Starbucks shifting to sustainable packaging

- Asda getting rid of one-use plastic bags

- McDonald's committing to sustainable fishing methods

All these things are great, but it always just feels like they're ticking a box. Like they are just covering their backs to pass the industry sustainability requirements. Does anyone really see Mcdonald's as a sustainable brand? I definitely don't.So, I want to make it VERY clear, that Patagonia is NOT one of these brands. They aren't ticking a box with their sustainability pledges. Sustainability is everything to them, I mean just look at their landing page: 

No products.No clever copy.Just a video pushing for less plastic in the clothing industry.

Now, let me quickly ask you... what do brands put on their landing page? That's right! They put the solution they offer customers, their competitive advantage, their offer. What did Patagonia put on theirs? (Trick question) They put their offer too. Their offer just happens to be a sustainable alternative for people who care about the planet. So they sell it - sustainability. 

But how do they sell it? 

Well, they definitely don't go the easy way about it. Some would say Patagonia chooses the absolute hardest method out there. They ACTUALLY do it! Something the good ole Gary Vee always says is "Don't create, just document" and that's the core of how Patagonia approaches their marketing. 

They take action to save the planet and then video it, write a blog about it, and then repurpose those to their socials. It's a really simple formula when you break it down:Take action -> Document it -> Distribute it

With a simple scroll of their homepage, you'll quickly find exactly that in action. They have hundreds of blogs about their efforts to make the world a better place. 

It's not just the crazy "Cleaning up Chile" stories they share. They share super simple edits to their products also. Sharing the "how's" and "why's" with their audience as they do it. Because any brand can switch to biodegradable tags. It's the reason the brand did it and how they did it that show whether it was to tick a box or not.A prime example of the method in action:

I may have cheated a little because this was an article outside of their website, but it was retweeted on their Twitter so the point still stands.

They made a change (replacing single-use packaging) -> They documented it -> They distributed it (via PR article + Twitter)

Patagonia aren't done there though. They don't just want to show themselves as a brand that is doing great things for the environment. They want to be seen as a brand that embodies sustainability all the way through to their core. So, it's vital they showcase their staff (especially their leadership team) fighting against climate change too.

Again, a prime example of a long-form article of their CEO discussing his efforts to protect the planet which has been distributed on their Twitter account.

It's important I jump in here and say, it's the formula mentioned above that is a huge part in making Patagonia's efforts to market sustainability so successful. There are many brands that are sustainable, but there aren't many billion-dollar clothing brands.

Sustainability isn't their key to success. Their ability to market that sustainability is.

If you are still thinking Patagonia isn't succeeding with this strategy... well, I brought some stats to squash that:

• 49% Increase in Twitter Followers 2017 - 2021 (Source)

• #1 Market ShareHolder in the Outdoor Apparel Market (Source)

• 25% increase in YOY revenue in 2020 (Source)

• $209M in revenue in 2021 (Source)

• Hit $1 Billion valuation (Source)

The point is it's working. Socials are thriving. The brand is growing. More importantly, the money is flowing in - in bucket loads.

"But Niall.. why does it work so well? Why do people buy sustainability?"There are 3 key reasons:

1. People love feeling good

Arguably the most common reason is that buying from a sustainable brand just feels good - doesn't it? You don't mind paying a little premium. You don't feel bad handing over your money, because you've done a good deed. You've saved the planet!

2. Twitter is a scary place

I mean, yes, it can be. But that's not my point here. My point is that in 2022 stepping out of line isn't possible for a lot of people. A celebrity posts a photo in animal fur? Instantly cancelled. Of course, this isn't exactly the case for everyday folk, but the point still stands. In most social circles you will be looked down on for buying unsustainable products. 

If you want to be cool, you buy sustainably. 

3. Genuine care for the planet

Last but not least... people do actually care about the planet. A huge percentage of the world's population is genuinely trying to better the planet. Not only being incentivised by seeing sustainable pledges when purchasing but actually seeking out sustainable brands too. 

I know what some of you are thinking... "Am I really going to completely change my brand to satisfy the Acai bowl eating sustainability lovers?"The answer to that is yes, or at least it should be. Patagonia isn't rocketing to success by chance. They are rocketing as their niche grows. Those Acai bowl eaters that used to be the minority, are now the majority. In a recent study by Berkshire Hathaway, they found that sustainability is rated as an important purchase criterion for 60 percent of consumers. (Source)

Marketing your brand as sustainable 20 years ago probably wouldn't have turned a positive ROI. But today, the tables have flipped and now the opposite is the case. If you AREN'T marketing your brand as sustainable you will actually be driving away the majority of consumers. 

Sustainability is no longer a box ticker.Sustainability is no longer a safe play.Sustainability is an offensive marketing strategy that 99% of brands will benefit from.Patagonia is the perfect example.Sustainability doesn't just equal a better planet.Sustainability = Cold hard cash for your business.So, sell it!

How To Implement It

First things first... you don't have to go as hard on sustainability as Patagonia does. On the other hand, don't make sustainability a box you tick to make you sleep better at night. Make it a key part of your marketing strategy. 

And no, this isn't just a strategy for DTC brands. This is a strategy every single one of you reading can implement. Sustainability helps with hiring, funding and of course selling too.

People want to work for sustainable companies...So market sustainability to make hiring easier.People want to invest in sustainable companies...So market sustainability to make raising money easier.

People want to buy from sustainable companies...So market sustainability to make more money. 

How do you do it?Well, start with just that - DOING. Go do something special that will help the planet:

• Plant a thousand trees

• Opt for biodegradable paper in the office

• Find ways to offset carbon footprint

Then shout about it! That's what marketing is all about.When you plant the 1000 trees post a vlog documenting why - then repurpose to LinkedIn, Instagram etc.

Do the same if you opt for biodegradable paper or whatever else you think of. No one really cares about that professional "We are sustainable" copy on your website. Get your hands dirty. Show your leadership team planting trees. Market it. 

Take action -> Document it -> Distribute it

Be sustainable -> Film and write about it -> Post itSustainability sells.

What did you think of this week's breakdown?

I can't build the biggest marketing newsletter in the world without feedback. Click on a link to vote:

• 🔥 I loved it!

• 💁 It was good, but wasn't amazing.

• 👎 Not your greatest work Niall

This has been a breakdown of Patagonia's sustainability marketing strategy. I hope you have learned something and can implement a similar strategy in your business!

Don’t forget to subscribe to get next week’s breakdown straight to your inbox!