Stepping Up As Thought Leaders

I recently read an article entitled “we can’t all be Patagonia”. The article was suggesting that most companies still believe that Patagonia is an exception to the norm and that profit and purpose are mutually exclusive. 

Unfortunately, we are seeing a growing level of skepticism regarding purpose. There is even a new term that has been coined as “purpose-washing” to describe brands that communicate their purpose but don’t “walk the talk”.

True purpose garners love

A truly purpose-led brand sees purpose as its North Star. It embodies its purpose in its leadership and culture, uses its purpose as its guiding light in it decision-making, its investment choices and its strategies. In tough times, instead of pushing its purpose aside, it buckles down further in its beliefs and continues to take a stand.

When you walk the talk, your brand garners trust. Trust is what garners love.
And love leads to connection and loyalty.

When you buy a Patagonia product, it is not a simple transaction. It stems from a deep connection with what the brand believes in and is a way to help further Patagonia’s purpose.

So how do brands like Patagonia use profit to further their purpose and start movements of positive change?

Brands as thought leaders

Brands that have a real impact and make a difference in the world are those that act beyond their purpose.

These brands step up as true thought leaders.

Thought-leader brands see their role as driving their purpose further than their own brand. They become leaders within their industry, a driving force for the change that they seek. And anyone who helps further their purpose becomes a friend and an ally, not a competitor.

Patagonia’s CEO, Ryan Gellert, was quoted saying “my belief is that the biggest contribution we have made is not the money we have given away. It is not the individual issues we have contributed to. It is not scaling grassroot activism. It is proving that businesses can do more than maximizing the wealth of their owners, consistently proving that over decades, in ways both big and small”.

So no, we can’t all be Patagonia because

One of my favorite purpose-led brands in the beauty industry is Dove. Dove stepped up as a true thought leader back in 2004 with the launch of their “Real Beauty” campaign. I still remember the ripples of shock throughout the industry when, for the first time, real women in all shapes, sizes and colors, were featured in their undies in the Dove ad.

Dove was the first brand to take a stand against the unrealistic beauty standards that the industry was setting and the negative impact that it was having on girl’s and women’s mental health. Dove started a movement of change in the industry, shocking and inspiring many other brands to review their beauty standards. Brands like Fenty Beauty and Milk Make-Up were born out of a deep conviction that all women are beautiful and they both portray and offer products that cater to all types of beauty. Other brands, such as Prada, have since been deeply criticized for showcasing models that look too thin.

Brands like Patagonia and Dove have led the way as true thought-leaders. But there are many challenges that need solving in the world. There are many issues that we need trailblazer brands to take the lead on.

We need more brands to step up and become thought-leaders about what they truly care about. To challenge the existing paradigms within their industries. To shift beliefs, to change mindsets and transform consumption habits.

So let me ask you. What is the new conversation that your brand is leading in the world? How is your brand showing up as a thought-leader and leading the change that it seeks?