brand transparency- patagonia (39.53264411091661 , -119.78668212890625)
It might be tempting for a brand that's built a reputation for environmental concerns to rest on its laurels and continue on with the same old strategy.
However, that's not the case with Patagonia, who despite building a brand that's focused on supporting the environment, it's recently turned its attention to the eco-footprints of its products.
There's a dedicated space on its website that examines the footprints of four of its products.
While this is a very limited selection of its total SKUs, the manner and honesty in which the information is presented is refreshing for the following reasons.
1. It explores the breadth of the issue from materials to transportation
2. They acknowledge that things aren't perfect
3. They highlight the fact they want to improve
4. They encourage others to comment
5. The translate the impact into language we can all understand- the energy to produce a rain jacket is the same as leaving a regular lightbulb on constantly for 42 days!!
It would be good to see other brands follow Patagonia's lead.
