Patagonia ran an ad telling customers not to buy their jacket. Sales grew 30%. Unilever's sustainable brands grew 69% faster than the rest of the company. IKEA backed a 2030 climate target with real infrastructure spend and kept growing revenue the whole way through.
Talk publicly about sustainability long enough, and someone will call you out. It's not a risk to avoid. It's a certainty to prepare for. When Patagonia faced public scrutiny over labor conditions deep in its supply chain, they didn't delete the criticism or issue a defensive statement. They published an open assessment of the issue and detailed exactly what they were doing to fix it. What could have been a crisis became a case study in accountability.
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