Profile of Patagonia: A Pioneer in Corporate Social Responsibility (CSR)

摘要

Patagonia is a leading USA-based supplier of rugged technical apparel and accessories for a variety of outdoor pursuits, including fishing, mountain climbing, skiing and surfing. The company offers a broad assortment of garments which are made from high quality fabrics and incorporate technologies that enhance performance characteristics such as moisture management, thermal insulation, waterproofness and breathability. Since the 1980s, Patagonia has become well known for its progressive environmental and social initiatives. Indeed, the Patagonia brand has become synonymous with conservation. Like its founder, Yvon Chouinard, the company displays much ambition and idealism. It also acts as a confident role model on corporate social responsibility (CSR) for the outdoor wear industry and businesses as a whole. The company has a unique corporate culture, and an unconventional business model-in which more emphasis is put on environmentally sustainable practices than on generating profits. However, neither of these has been an impediment to growth. On the contrary, sales and profits have increased at impressive annual rates since the global economic recession in 2009. The increase is no doubt linked to a growing awareness among consumers of the ethical credentials of businesses. Patagonia is upbeat about its future, and envisages success as a catalyst for change which will help to improve the image of the outdoor apparel industry in the eyes of conservationists.