I think you underestimate what vision and mission of companies are, maybe because for a lot of them it's fluff.
I'll reframe it: it's being leverage by marketing, it's not a marketing ploy in itself.
And that's fine - they are letting their audience, and potential new audiences, know their stance on a specific matter, to try to make a change. If it's amplified by media, it's great, that's why it's called "earned media".
Plus, they are not saying "We won't allow anyone in our supply chain to use Facebook Ads to advertise our products.", so they're are not hurting any businesses.
They are simply taking a position and owning it - like they did with a lot of things.
Patagonia understands branding quite well, and they understand the power of consistency when you want to build a long term and sustainable brand. Specially if you want to change the world.
You don't have to be a tech company that develops the next level of AI, or a new efficient fuel light-weight fuel, or a pharmaceutical company that develops the cure for a type of cancer, to make effective change.
Patagonia caters to a specific audience. They are doing their part to try to make what they believe is positive change.
I'll reframe it: it's being leverage by marketing, it's not a marketing ploy in itself.
And that's fine - they are letting their audience, and potential new audiences, know their stance on a specific matter, to try to make a change. If it's amplified by media, it's great, that's why it's called "earned media".
Plus, they are not saying "We won't allow anyone in our supply chain to use Facebook Ads to advertise our products.", so they're are not hurting any businesses.
They are simply taking a position and owning it - like they did with a lot of things.
Patagonia understands branding quite well, and they understand the power of consistency when you want to build a long term and sustainable brand. Specially if you want to change the world.
You don't have to be a tech company that develops the next level of AI, or a new efficient fuel light-weight fuel, or a pharmaceutical company that develops the cure for a type of cancer, to make effective change.
Patagonia caters to a specific audience. They are doing their part to try to make what they believe is positive change.