In an era where positive news can seem hard to come by, and the smallest incident can severely harm a brand’s reputation, the importance of humble bragging is next-to-none. But how do you promote your company’s good deeds in a way that’s noticeable enough to build goodwill without looking egotistical?
Make it a part of your brand’s mission.
Patagonia, an American outdoor clothing company, has always been at the forefront of social activism. In fact, the company recently updated their mission to clearly define their intentions: “Patagonia is in business to save our home planet.”
Although the mission is quite lofty, Patagonia seems to be rising to meet the challenge. A few weeks ago, the company announced they were donating $10 million received through tax cuts in 2017 to support grassroots environmental organizations. “Instead of putting the money back into our business, we’re responding by putting $10 million back into the planet,” Rose Marcario, the company’s CEO, wrote in a statement published to LinkedIn .
And while this generous act is certainly a big win for the great outdoors, it’s also a big public relations win for Patagonia itself.
When done correctly, charitable initiatives such as this one can go a long way in helping brands build a positive public image (one of the main goals of PR) — especially with today’s consumers. According to a study conducted by Cone Communications/Ebiquity Global CSR, when deciding between two brands matched in quality and price, 90% of consumers supported the brand that was aligned with a charitable cause. Patagonia’s commitment to support those who support the environment is seen and appreciated by consumers and can make them more likely to choose this brand in the future.
Philanthropic efforts can also help humanize large, wealthy companies like Patagonia, especially when the cause they are supporting is relevant to the brand. Patagonia’s significant financial contribution comes at a time where there are rising concerns for the current and future health of our planet. As a company that promotes outdoor activities, worldly exploration and more, this issue directly affects their brand.
When deciding between two equally matched brands, 90% of consumers supported the brand that was aligned with a charitable cause.
Taking a stance on current issues that relate to their mission and using their platform to do good helps Patagonia position itself as a company that cares. And it also helps portray itself as having its finger on the pulse of current events and issues — another aspect often appreciated by consumers (and not to mention, something that makes organizations look good). Patagonia’s $10 million contribution was dispersed among several grassroots organizations that vary in size, scope and goals. Ultimately, this will create an impact on both a small and large scale.
Patagonia’s success can be attributed to remaining committed to their mission and being authentic in their approach to making a difference. Because the company specializes in outdoor apparel, their consumers will feel the direct impact of their contributions to creating a cleaner, healthier planet. Marcario closed her statement by writing, “In this season of giving, we are giving away this tax cut to the planet, our only home, which needs it now more than ever.”
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