OUTDOOR INSIGHT

Patagonia is winning millennial hearts. Not with zippers, fabrics, or straps — with purpose.

Words By Josh Graef

May 14, 2019

As experiences pull consumer behavior over product specifications, Patagonia tells a story that connects with millennials. How do they do it?

BRAND LEADS BUSINESS

Patagonia founder, Yvon Chouinard, has historically and publicly despised being labeled as a "businessman." His vision was never for Patagonia to make as much money as possible — it was about producing the best products for the outdoors. By focusing on improving customers experience, Patagonia has tripled their profits in the past seven years. Rose Marcario, Patagonia CEO has evolved Chouinard's legacy and vision by expanding the Patagonia brand story with a strong focus on improving the environment. Their growth over the past decade has captured the hearts of millennials worldwide seeking brands who know how to connect with their emotions and not just their wallets. When you wear a Patagonia product you aren't just staying warm or looking fashionable — you're sharing with the world that you believe in a protecting our environment and you value your connection with the outdoors. The strategic brand efforts accomplished by Patagonia to ingrain these deeply rooted beliefs in consumer perception is setting the bar for outdoor companies in every niche. With the next wave of consumers, improving profits doesn't just mean marketing and sales — it's about experience, lifestyle, and an authentic narrative.

WHAT NEXT?

Next, outdoor companies worldwide are learning about the power of brand for business. Following Patagonia's footsteps — among many others — businesses and companies are becoming brands. The greatest part is that when they do, they find themselves chasing customers less because customers are now chasing them.