This case study discusses US-based outdoor clothing company Patagonia Inc.’s (Patagonia) corporate social responsibility by analyzing several of the activist measures undertaken by the company with a special focus on its fight to protect public lands. The case explains Patagonia’s activist history ever since its inception and its core values, growth, and expansion over the years. It explores the causes that triggered Patagonia to protest against the US President, Donald Trump’s (Trump) executive order that would potentially affect the federally protected status of some of the national monuments in the US. The case also analyzes the reasons why Patagonia was spending millions, especially on its first TV commercial, to protect the public lands. Besides these, the case also presents the response of the consumers to the ad campaign. At the end, the case facilitates a critical discussion on whether Patagonia’s fight for public lands was an advertising stunt or an ode of good faith to the company’s values.

On April 26, 2017, Trump signed an executive order that asked for a review of the designations of monuments that make up 100,000 acres or more, thereby putting around 30 national monuments in danger of losing their federally protected status. This move of the president did not go down well with conservationists including outdoor retailers, especially Patagonia, which counted many outdoor enthusiasts as customers and had long advocated for the protection of national parks. It took several measures to create awareness among the general public about the significance of public lands and also came up with its first ever television commercial for the same purpose. Despite several accusations and criticism for its dissent against the President’s move, Patagonia stuck to its stand and continued its protest to protect public lands in the US.

Was Patagonia really concerned about the safety and sustainability of the public lands or was it just a marketing trick to attract more customers and to increase its profits?

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies

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Issues

The case is structured to achieve the following teaching objectives:

	Understand the characteristics of a socially responsible company.
	Discuss the benefits and challenges of CSR activities
	Analyze the importance of and impact created by social responsibility and ethical business practices
	Appreciate the significance of sustainable marketing
	Study the concept of cause marketing

Contents

INTRODUCTION

PATAGONIA – AN ACTIVIST RETAILER

PATAGONIA’S HISTORY OF ACTIVISM

“FIGHT LIKE HELL!”

ADVERTISEMENT, AWARENESS, AND LAWSUITS

WHY DOES IT MATTER?

IS PATAGONIA RIGHT?

ECO-ACTIVISM OR A CALCULATED BUSINESS RISK?

EXHIBITS

Keywords

Corporate Social Responsibility,Outdoor Retail,Patagonia,Sustainable Marketing,Cause Marketing,Business Growth Strategy,Environment,National Monuments in the US,Socially responsible company,Values-driven business,Social responsibility

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