One of the few points that was articulately presented in Jeremy’s blogpost was how companies are often criticised for being so – called ethical as we think that it’s for the Halo effect and that they are only doing it to increase consumer base  to eventually maximise their profits. The recent COMM 101 lecture, really amazed me as to how the core motive of businesses is evolving.  Along the decades we all have been taught that one of the most important motive for businesses is to generate a large amount of profit.  However, as time is progressing, the dynamics of the business is evolving too. Now companies are emerging to have sustainability as their core motives.

An American outdoor apparel company called Patagonia has been integrating its core values into it company culture.  It has followed a few of the ten ways to present their core values to their customers which includes making consumers as their celebrities, giving clear proof of impact, and inspiring their employees to be their brand advocates . Patagonia has been an advocate of environmental sustainability and recently it has reached its last stage of sustainability which is Innovation. In the past year, Patagonia has announced its dissolution of its CSR and sustainability department in hopes of integrating innovative sustainability work ethics and thinking in its corporate culture.

It had used ‘anti-marketing’ through the slogan “don’t buy this jacket”  in order to advocate their campaign against over consumption and also served as an advertising of their repair service where consumers can repair their jacket for free rather than purchasing a new one. This will definitely decrease their profitability and increase their costs.

 Patagonia is an accredited and founding member of the Fair Labor Association . Despite of all of these values ingrained in Patagonia’s corporate culture, 5 years ago, Patagonia was trapped in multiple instances of human trafficking, forced labor, poor treatment of sheep in farms in which they get their wools from etc.  Since then, Patagonia has teamed up with other brands on a project called Responsible Wool Standard to protect sheep from harmful practices.

Patagonia has always been an industry leader when it comes to human and animal rights across its supply chain yet it still gets caught up in scandals. However, it is always working its way up again, always finding new better efficient methods. This clearly means that Patagonia spends a lot of capital on its research and development as well as for its customer service.

This business stands as a proof that actually indulging in CSR and a business based on beliefs and values can actually be rewarding once consumers recognise the company’s genuine commitment.

 

 

 

 

References:

• “How Patagonia Are Revolutionising CSR & Sustainability.” CSR Central. N.p., 24 May 2015. Web. 30 Oct. 2016. <http://csrcentral.com/patagonia-the-clothing-company-with-a-revolutionary-approach-to-csr-sustainability/>.
• @TravelKindly. “10 Ways Today’s Purpose-Driven Brands Can Bring Their Core Values To Life.” Co.Exist. N.p., 14 Oct. 2013. Web. 30 Oct. 2016. <https://www.fastcoexist.com/3019856/10-ways-todays-purpose-driven-brands-can-bring-their-core-values-to-life>.
• The Atlantic. Atlantic Media Company, n.d. Web. 30 Oct. 2016. <http://www.theatlantic.com/business/archive/2015/06/patagonia-labor-clothing-factory-exploitation/394658/>.
• Corporate Social Responsibility – Highlighted by MEC | Jeremy Bednar’s Blog.” Jeremy Bednars Blog. N.p., n.d. Web. 30 Oct. 2016. <https://blogs.ubc.ca/jeremybednar/2016/10/30/corporate-social-responsibility-highlighted-by-mec/>.
• Michelson, Megan. “What Patagonia Has to Say About That Horrifying PETA Video.” Outside Online. N.p., 29 Oct. 2015. Web. 30 Oct. 2016. <http://www.outsideonline.com/2008416/patagonia-responds-horrifying-peta-video>.