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What does an evil-free organization look like? Think back. What did your son or daughter look like as a baby?
I look at the pictures of my children as babies and sigh. Pure innocence. It is that baby smell and smile that inspires parents to pay the steep price in lost sleep, dirty diapers, and college funds. And, at least in our memories, to do so lovingly and willingly.
The $750 million company Patagonia inspires similar love in many consumers. Patagonia’s puffy jackets play the role of soft, innocent baby skin: the company’s CSR team goes to great lengths to ensure their clothing never encounters evil anywhere in the Patagonia supply chain: transparent, audited standards and processes support safe, fair, legal, and humane working conditions. Customers and suppliers are engaged by these efforts, and Patagonia even shares many of their approaches with competitors.
And Patagonia recruits an army of devout believers to parent their brand. Like more than 1,000 other companies, Patagonia provides at least 1% of revenues for environmental causes. Hundreds of groups are each provided $2-15K per year to support direct-action agendas. Many group recruits battle for the environment– and are dedicated to Patagonia’s innocent offerings.
What’s the business impact? One Patagonia campaign, “Don’t buy this jacket” (if you don’t need it) increased revenues 30%.
Imagine your own products as premium ‘Patagonias’ an army of avid fans “only purchase when they need.” If you can imagine that world, consider making that vision real.
A coherent strategy that integrates social responsibility into business requires new insights, tools, collaboration– and sincerity. Yet your impact on the world, and returns, can be strong and durable.
How many Patagonia-like companies is there room for in your industry? And, do you have the leadership drive to make one yours?
Let me know your thoughts and comments below.
Our society cannot just survive. For the sake of our children, it must thrive.
Rod
Dr. Rod Wallace is an economist, business strategist, and expert on digital technology’s impact on society and the strategies and tools with which business can solve our pressing social problems. Contact him at info@RodWallacePhD.com.