The case study has shown how Patagonia positions itself as sustainable company. Patagonia challenges consumerism in today’s society and continue to strive forward with its sustainability strategies. Our company is known to be a sustainability pioneer that devotes to positively impacts its employees and environment. In the light of recent development, there are many opportunities for Patagonia to develop the new sustainable initiatives and to continue the sustainability innovation in the retail sector. As Patagonia’s Chief Marketing Officer, I would like to propose new ideas on how the company can curb consumerism and decrease the negative environmental footprint.
SITUATION ANALYSIS
Patagonia has a long history of decreasing its environmental impacts and continuing the sustainability journey. The company has been at the leading edge of efforts to direct both clothing industry and the business world into a more sustainable direction. Unlike
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The company continuous creates new initiative that contribute to both the environment and the community. The company acts differently from other businesses who treats sustainability as a zero-sum game. Instead, Patagonia ensures that all aspects of the organization have a positive impact on society, environment, economy, and culture. As an environmentalist, Werbach stated, “Sustainability drives a bottom-line strategy to save costs, a top-line strategy to reach a new consumer base, and a talent strategy to get, keep, and develop employees, customers, and your community.” He believed that the key of being a sustainable business means thriving in perpetuity. (Cite) Patagonia is a true sustainable leader because it encompasses all four coequal sustainability components into its operation and culture. Despite some critics about greenwashing, Patagonia’s sustainability program constantly evolve and expand its scope outside the clothing