We are in a time when marketing teams have more knowledge about what makes us tick than at any time in history. Research techniques have developed to such an extent that Google even displays adverts to us that follow us around as we surf the internet, adverts that are tailored to our personal tastes. We are bombarded with interruption based advertising constantly from the obvious like television and radio right down to when we are put on hold with telephone operating systems.


Marketers know a lot. They are trying to tap into our deepest emotions and desires. They realise that the deterioration of our environment is a major concern for many and that if they can connect with those concerned in a way that is profitable there is a lot of money to be made. What often happens is that they try and ‘bolt on’ a green aspect to a product or brand and sell it to us that way. The problem they face is that we are often deeply cynical about these practices and can see them a mile away.


Some companies have genuine green credentials that are not part of a marketing angle but based on a real concern of the founders and employees. Often it is these companies that are successful as their target markets welcome the authenticity so often lacking in others.


Arguably one the coolest green brands on the planet is Patagonia. Founded 40 years ago by Yvon Chouinard who was a dedicated rock climber, the company started out making technical climbing equipment. What they realised early on was that their first products were actually damaging the rock that they valued so highly. Subsequently they developed products that would leave no trace of their activities on the rocks. Other climbers shared their concerns and so the demand was already there.


Yvon travelled from Ventura California down to Patagonia in South America skiing, surfing and climbing whilst on his travels and since then the company has become renowned for making high quality equipment and clothing for these outdoor pursuits, all the while retaining a dedication to causing the least amount of harm to our environment.


The company recruits its employees based on their outlook to these concerns in addition to their expertise in product development and manufacture. These employees are given the opportunity to travel to Patagonia to work in the National Parks which brings home the story of the founder and stimulates story telling which is so important to the companies marketing. These are real stories, not made up in a marketing focus group so there is an authenticity that enthusiasts of the brand really buy in to. Patagonia is using all the staff in addition to all the brand evangelists to spread the word. This is only possible because it is a true reflection of the companies real concerns.


Patagonia has proved that in the real World, doing the right thing in the environment is profitable. Fortune magazine named the company ‘The Coolest Company on the Planet’ which is something the company itself didn’t need to tell us.

This post was originally posted here: The Coolest Green Brand On The Planet