Have you considered that the wider impact of your business may be a key factor in attracting potential stakeholders?

Patagonia have become a recognisable and well-regarded company in the outdoor clothing market. Since 1985 they have pledged 1% of their sales to the ‘preservation and restoration of the natural environment.’ They use this money to fund groups internationally who look to preserve the ecological balance in their local areas.

As a business, Patagonia understand that their industry is intrinsically linked to the environment. Therefore, they feel duty-bound to help maintain the health of the planet. Beyond the environmental benefits this initiative is also an appealing reason to purchase from or work with their organisation. Patagonia have realised the appeal of this side of their business and have put it front and centre of their marketing.

In a marketplace busy with a multitude of offerings, the differentiating factor between products can be the wider ethical influence of the brands. People will choose Patagonia because they feel positive about their contribution to the environmental work, alongside getting a quality garment.

Do you showcase the wider positive impacts of your organisation?