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Charlotte Rogers, Marketing Week

Patagonia on why brands ‘can’t reverse into purpose’ through marketing

Patagonia has staked its entire reputation on being a brand that lives its purpose – from its products and company culture all the way to its support of more than 1,000 grassroots environmental organisations around the world.

Since 1985, the outdoor wear brand has donated 1% of sales to the preservation and restoration of natural environments, awarding more than of $89m to causes. Then in 2002 Patagonia founder Yvon Chouinard established the non-profit corporation ‘1% for the Planet’ . . .


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