Communicate in line with your values.
As companies seek to align their communications with their core values, the examples of Patagonia and Lush offer valuable lessons. Let’s find out how these brands have redefined corporate communications.
Patagonia: A Values-Based Business Model
Patagonia, founded by climbing enthusiast Yvon Chouinard, has established itself as a business model focused on quality and respect for the environment. After overcoming a major financial crisis, the brand reoriented its business by focusing on its raison d’être, formulating a new paradigm based on the “5 Rs” (Reduce, Repair, Recycle, Reuse, Reimagine). This approach not only strengthened their brand identity, but also influenced the sector and beyond, with initiatives such as the 1% for the planet movement.
Lush: Beyond Greenwashing, Genuine Commitment Required
Faced with a critical situation, Lush chose to revolutionize its communication by adopting a strategy based on transparency and the rejection of traditional advertising. Their series of “How it’s made” videos on YouTube, illustrating the manufacturing process of their eco-designed products and promoting their employees, demonstrated the effectiveness of authentic, personalized communication.
Values-driven communication: Key to success for Patagonia and Lush
The strategies adopted by Patagonia and Lush have shown that a hardship can be transformed into a growth opportunity, provided that the focus is on the company’s raison d’être. These brands have succeeded in creating an engaging customer experience rooted in their core values, setting themselves apart in their respective markets. Their innovative approach has paved the way for a responsible business model that is now flourishing.
In conclusion, Patagonia and Lush teach us the importance of communications consistent with corporate values. At Le Square, we’re dedicated to helping companies find and express their unique voice, by aligning their communications with their core values. Contact us to find out how we can help you shape an authentic and effective communications strategy.
