The outdoor retailer, Patagonia, endorsed two Senate candidates. The move is unusually political for a for-profit company, but it’s also very ‘on brand.’ Patagonia doesn’t just make vests—it also has a mission to “use business to inspire and implement solutions to the environmental crisis.”
Turning politics into PR.
Inspired by surveys that show 91% of millennials would switch over to a brand associated with a cause, many other brands are starting to mimic Patagonia’s ‘politics-as-PR’ playbook.
References
- Patagonia endorses two Senate candidates, washingtonpost.com
- October 22, 2018, 📝The Hustle