On the Power of Doing Good to Boost Sales

๐Ÿ’Ž On the power of doing good to boost sales (organic cotton and Patagonia)

In the mid-1990s, there was a shortage of organic cottonโ€”cotton that Patagonia relied on to make its products. While other companies might source non-organic alternatives in the interim, Chouinardโ€™sโ€™ response was โ€œif we have to be in business using an evil product like traditionally grown cotton, we donโ€™t deserve to be in businessโ€.

The big โ€˜a-haโ€™ for Chouinard was that you could do something good for the environment that was also good for your business. Patagonia became Californiaโ€™s first B Corporation in January 2012. At the time, the company was turning over $600m in annual revenues and employed around 2000 people.

Patagonia continues to donate 10% of its profits to small-scale environmental campaigns where $10,000-$15,000 can make a real difference. Their Worn Wear initiative encourages the repair, recycling and resale of garments. The company once took a full-page advert in the New York Times with the tagline: โ€œdonโ€™t buy this jacket, unless you really need itโ€.

Excerpt from: Product Gems 1: 101 Science Experiments That Demonstrate How to Build Products People Love by David Greenwood

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