‘Missions over margins’ is beyond doubt one of the most transformative megatrends we will see in our lifetimes.
From the rise of the B-corps to the growing popularity of pro bono work and corporate charity drives, it’s becoming more and more evident that people, profit, and planet are inextricably intertwined.
All of this presents corporations with a bevy of opportunities alongside a challenge the likes of which they have never faced before: how to pursue purpose without being seen as disingenuous.
Taking cues from non-profits, certain forward-thinking corporations such as Patagonia, Ben & Jerry’s and Starbucks are leading the way by redefining their corporate strategies to align more closely with purposeful missions.
In this second chapter of a three-piece series on non-profit strategies worth corporate consideration, we’ll delve into concrete examples from the above trio that are worth emulating by all.
“Don’t Buy This Jacket” – How Patagonia Has Woven A Quilt of Commercial Success And Purpose
Founded in 1973 by Yvon Chouinard, Patagonia began its journey as a small company selling climbing gear.
With its roots deep in the outdoor community, Patagonia has always been acutely aware of the environment and the impact that businesses have on it. As the brand evolved, so did its commitment to sustainable practices and corporate responsibility.
The company’s audacious “Don’t Buy This Jacket” campaign in 2011 was a watershed moment in conscious capitalism.
At its core, the campaign wasn’t about not buying the jacket per se, but about rethinking our consumption patterns and the throwaway culture prevalent in the fashion industry.
By urging customers to reflect on their purchases and consider the environmental cost, Patagonia wasn’t just promoting a product, but a philosophy.
In doing so, the company struck on a golden chord that continues to resonate deeply with a growing consumer base that is yearning for purpose.
Weaving purpose into the fabric of their corporate strategy wasn’t just a moral choice but a strategic one.
The brand loyalty they’ve cultivated, the industry standards they’ve set, and the authentic connection they’ve built with their customer base serve as a shining testament to the power of adopting a non-profit approach to corporate strategy.
Advocate For Change You Believe In – The Ben & Jerry’s Way
In 1978, in a renovated gas station in Burlington, Vermont, childhood friends Ben Cohen and Jerry Greenfield launched an ice cream parlor that would take the world by storm.
While their ice cream’s rich taste and inventive flavors quickly drew crowds, it was their commitment to purpose and social activism that set them apart in the corporate world.
It was clear from the outset that Ben & Jerry’s wasn’t just about ice cream.
Ever since 1978, purpose has been deeply ingrained in their business model, leading to initiatives like the PartnerShop program, where stores are operated by nonprofit organizations, and profits benefit the respective community’s youth.
Their dedication to advocacy can be seen in the way they’ve named and marketed their products. Flavors like “Justice ReMix’d,” aimed at criminal justice reform, and “Pecan Resist,” which supports groups that fight for a more just and equitable society, are testaments to their commitment to social justice causes.
It is important to note that these aren’t just gimmicky flavor names; each one is tied to a broader campaign or initiative aimed at creating tangible change.
In integrating activism with enterprise, Ben & Jerry’s demonstrates that businesses can be sincere about their desire to catalyze change.
The lesson from their brand is that corporate advocacy can be both genuine and effective, carving a niche in the market while standing unwaveringly by values and principles.
Build A Better Future For Those Who Build Your Products: Starbucks’s Dedication To Its Staff
Starbucks has long been recognized for more than just its lattes and frappuccinos.
Particularly well known is the company’s commitment to the welfare of its staff, whom they affectionately refer to as “partners”.
Recognizing that their success as a brand is intrinsically tied to the well-being and growth of their employees, Starbucks has instituted a series of initiatives that set it apart when it comes to deploying the non-profit toolkit in the corporate realm.
One of the most renowned programs that Starbucks offers is the College Achievement Plan in partnership with Arizona State University: an initiative that provides eligible U.S. partners the opportunity to earn their bachelor’s degree with full tuition coverage.
Beyond education, Starbucks has made substantial efforts in supporting the mental health and well-being of their employees. Comprehensive health benefits, even for those working part-time, a rarity in the industry, speaks volumes of the company’s dedication to their most important stakeholders, their staff.
The lesson here for other corporations is profound. At the core of Starbucks’ ethos is the understanding that the company’s success isn’t just derived from the quality of its beverages, but from the dedication and well-being of its staff.
As a result, Starbucks’s business model goes beyond just profit metrics; it’s a blueprint for fostering loyalty, enhancing employee satisfaction, and, in turn, ensuring customer contentment.
In our last installment of this series of articles on non-profit strategies worth corporate consideration we’ll explore the role of CEOs as role models in the modern economy.
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