Green Marketing: Patagonia vs. Nike

Abstract

Green marketing has become more relevant in the last decade. Consumers are more observant and knowledgeable nowadays, with social media playing a significant factor. Corporate responsibility has forced companies to be accountable for their actions. People are starting to be more conscious of the environment, meaning they eat healthier and purchase sustainable products. The consumer has the ultimate choice on what product they want. With a wide variety of products, competition is at an all-time high. Sustainable companies, products, and initiatives have gained popularity because of their environmental benefit. People want to help the environment, especially by purchasing something they need. Patagonia and Nike have realized this and have put in significant work to become more sustainable. Although this is great, people may never know the contribution to environmental sustainability the company made without proper marketing. Green Marketing effectively promotes companies’ sustainable efforts to attract more customers. This case study covers Patagonia’s successful green marketing and how Nike has fallen short of marketing its environmental efforts. Patagonia’s perception is solely focused on sustaining the environment. Nike’s environmental efforts are extensive and detailed but have not been marketed very well. In order to reap the profit potential that environmental initiatives can have on a company, green marketing tactics must be used to advertise it.