The question of “can a business be profitable while caring about the world’s future” came up because of a group discussion I participated in where the majority clearly felt that only charities did good for the planet things. Everything else was done by and for marketing to make big companies seem to be environmentally friendly and planet caring companies.
One of the first groups I thought about is one we (me and my wife Patty Ann) annually contribute to: The Coral Reef Alliance.
Their mission is to save the world’s coral reefs. “We work at local, regional, and global levels to keep coral reefs healthy, so they can adapt to climate change and survive for generations to come. As one of the largest global NGO’s focused exclusively on protecting coral reefs, The Coral Reef Alliance has used cutting edge science and community engagement for nearly 30 years to reduce direct threats to reefs and to promote scalable and effective solutions for their protection.”
This is clearly a non-profit and is exactly the type of organization most people would consider as an example of an organization that really cares about the future of the planet.
So what about a for profit company that cares about the future of the world?
I immediately think, of course, Patagonia.
For over 40 years, Patagonia has inspired environmental change. They’ve done it through courage of conviction in their mission. Passionate about rock climbing and nature, founder Yvon Chouinard established Patagonia in 1973.
Their mission is to resonate with an audience who has a vested interest in exploring nature, and preserving it. Patagonia’s brand vision is to “build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.”
And the bigger they get, the more good they can do.
By being clear about this intention, Patagonia generates a feeling of positive action amongst its customers.
Last year, Patagonia revised their mission statement to the bold declaration: “We’re in business to save our home planet.” Their bigger than life business mission, well orchestrated with their marketing team, made them one of the most talked about advertising pieces of 2022.
What do you think?
Is the work of doing better by the planet only the work for charities?
Or can doing good as a business – be good for the business too?
Wenkroy International LLC is a Professional Advisory company with a main purpose of helping entrepreneurs and business people create the strategy, the plan and the steps necessary to achieve that person’s vision for their business and often their life, while navigating the obstacles which may be blocking them from reaching their goals. The process may involve one on one coaching, advising, laser focus days, personal growth workshops and more. The methods utilized are determined together. The results and value positively impact individuals, teams, divisions and across entire companies. People are now able to focus on what matters most to them, because, they have clarity on where they are heading.
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