Patagonia EMEA Marketing Director Alex Weller used a keynote at MAD//Anywhere last month to share how the sustainable clothing brand uses action and the power of its brand to bring together customers and grass roots environmental organisations.

Whilst the fast fashion industry has faced fierce criticism of late (not least Pretty Little Thing’s 8p Black Friday Dress deal), Patagonia’s mission statement is “We’re in business to save our home planet”.

“The environmental and ecological crisis has not gone away. It’s accelerated. The relevance of our mission statement is more critical than ever,” said Weller.

Citing an article by the journalist Imogen West-Knights to describe the marketing landscape, Weller said “Politicians and brands seem to be all ears but without action, it’s just talk.”

So how does a fashion brand live up to such a bold and ambitious vision? 

For Weller, the answer lies in action. Patagonia has pledged to be carbon neutral by 2025, uses long form content to promote environmental causes, and leverages its brand to bring together customers and grassroots communities. Weller cited the example of Patagonia Action Works – a digital platform launched by the brand to connect fans of the brand with grassroots organisations and promote action and activism.

 “Our vote, our platforms and our businesses have incredible power.I’d encourage us all  to use that power,” added Weller.

Weller’s session featured alongside speakers including S4 Capital Executive Chairman Sir Martin Sorrell, futurists Shivvy Jervis and Tom Goodwin, and Not On The High St CMO Ella D’Amato. The event also featured £20k innovation pitches for personalisation and digital brand experience briefs provided by McCormick and Diageo.

MAD//Fest will be making session highlights available over the coming weeks.