Using social media to create stronger relationships through a sustainable community marketing strategy
Patagonia is a clothing brand that specializes in outdoor clothing and gear. It first launched in1973 in California by Yvon Chouinard. Patagonia’s main mission is to use their resources to lessen the threat of extinction on all life on earth.
On September of 2022 Patagonia announced that the company has been sold and that the Chouinard family has turned over all ownership to two entities: Patagonia Purpose Trust and the Holdfast Collective. What has been said about this transfer is that all of the funds that are not reinvested back into Patagonia will be allocated as dividends to keep protecting the earth. The Patagonia Purpose Trust will work to develop a permanent legal system that preserves Patagonia’s purpose and values.
Their mission is about saving the planet by making sustainable and environmentally conscious products as well as encouraging their customers to make better buying decisions.
Although advertising is not Patagonia’s priority, they have an opportunity to reach their target audience better through digital means, considering that their target audience is very digitally based in their day to day lives. Although they do have social media accounts with large followings, their engagement is low and could be improved significantly in order to increase their brand loyalty.
This case study will discuss how Patagonia can shift their marketing strategy by utilizing digital media in order to create a more meaningful relationship with their customer base. In addition to establishing a community rooted in sustainability. This will effectively achieve their mission while establishing themselves as a strong competitor in the sustainability market.12
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1 Patagonia. (2022, September 14). Patagonia’s next chapter: Earth is now our only shareholder.
2 Business unusual. Patagonia.
3 Rohan Deshmukh. (2021, September 14). Patagonia’s purpose-driven marketing strategy.
4 Business unusual. Patagonia.
5 Psychology of success to millennial marketing: USC online
6 Millennials infographic. Goldman Sachs.
7 News and stories from our community. Amer Sports; Dougan, D. (1970, November 1). Bringing the brand to the people: Arc’Teryx’s brand localization strategy; The north face brand marketing strategy. Post Funnel; Study Corgi. (n.d.). Canada goose inc’s marketing plan