Customer Engagement
From gear to activism: Patagonia's multi-platform approach to community
Since its inception in 1973, Patagonia’s dedication to environmental and social responsibility has earned it a loyal community of enthusiasts who share its ethos and embrace its adventurous spirit.
About the Community
The Patagonia community is a diverse and passionate one, made up of outdoor enthusiasts, environmental activists, and socially conscious consumers. Unlike a traditional membership program, Patagonia offers a variety of programs, each with its own distinct ecosystem including the Worn Wear program, Action Works program and Stories platform.
How it Works
Patagonia Action Works
An initiative for individuals to discover and connect with environmental groups working on issues such as climate change, biodiversity conservation, and protection of public lands.
Pop Up Insight:
Localize activations where possible.
Don’t be afraid to ask users to take action.
Pop Up Miss:
Volunteers do not get rewarded for their contributions to partner organizations.
Worn Wear by Patagonia
Patagonia Worn Wear
A sustainability initiative encouraging customers to trade-in and repair their Patagonia products with repair services and resources for repairing and recycling products that can no longer be used.
Pop Up Insight:
Treat all stakeholders as your customers, including those who may not have the means to engage with your brand directly.
Capture value through the entire product lifecycle with secondary marketplaces.
Pop Up Miss:
The platform does not offer users the opportunity to transact directly with each other.
Patagonia Stories by Patagonia
Patagonia Stories
A multimedia platform created by Patagonia, the outdoor clothing and gear company, to showcase stories of adventure, environmental activism, and sustainable living.
Pop Up Insight:
Amplify UGC content by hosting community spotlights within a branded environment.
Focus on stories that align with your brand values.
Pop Up Miss:
The platform does not offer users the opportunity to easily submit stories or content of their own.
Key Takeaways
Tie activations to the brand’s heritage and values
Ensures your community building efforts relay back to your brand by increasing goodwill and ultimately customer lifetime value.
Don’t be afraid to create friction
Patagonia is not afraid to ask a lot of their community members. Every additional step required creates an opportunity to engage and connect.
Don’t be overtly promotional
Patagonia’s community programs revolve around their social values, not their products.
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