Patagonia on purpose

“The company’s three-strand mission statement – to build the best product, cause no unnecessary harm and use business to inspire and implement solutions to the environmental crisis – informs every aspect of the marketing strategy.”

“Weller explains that marketing within Patagonia is focused on “building a movement” based on the values it shares with its communities, a connection that cannot be achieved through traditional above-the-line advertising.

“It’s community building and we’re very much focused on doing that socially online, physically in the real world and we invest as little as we can in paying to talk about what we do and who we are,” he adds.”

“You can’t reverse into a mission and values through marketing. The organisations that are struggling with this are probably the ones that are thinking about marketing first.”

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

Patagonia_ You can’t reverse into purpose through marketing

 

Gen Z leaves social


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#genZ quits #social: “Largely because of the effect social media has on their mental health. The study states that sixty-four percent of Generation Z is taking a break from at least one social media platform, while thirty-four percent is leaving permanently.”

 

Personal branding on social

The power of employees’ personal brands.

  • When brand messages are shared by employees on social media, they get 561 percent more reach than the same messages shared by the brand’s social media channels.
  • Brand messages are re-shared 24 times more frequently when posted by an employee versus the brand’s social media channels.
  • On average, employees have 10 times more followers than their company’s social media accounts.
  • Content shared by employees receives 8 times more engagement than content shared by brand channels.

The bottom line is that we trust people more than we trust brands, and we engage with people more than we engage with brands. If you don’t get your employees involved on social, you’re absolutely losing out to companies that do.

source: Fiona Stoop

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