Patagonia and Brand Politicization

How do we reconcile conventional wisdom about the risks brands run when they take a political position with the news that Patagonia is America's best-loved corporate brand? The company sued the Trump administration to protect national monuments. They stitched "vote the assholes out" into labels — the assholes being climate change-deniers. If you've ever ordered something from the company, you've received a link to Patagonia Action Works, which funds environmental activism. Despite all that, the brand is wildly popular with Republicans and Democrats alike.

Perhaps the popularity has something to do with Patagonia's iconoclastic founder, Yvon Chouinard. He has infused the company with a sense of purpose — higher than corporate growth — which seems likely to have broad appeal. The company is also serious about quality and customer service, as its repair policy suggests.  And while Patagonia products aren't cheap, many lifestyle-outdoor brands charge a higher premium, putting the brand in an aspirational-but-still-accessible position.

There's no single answer here. It's a topic rich in lessons for business leaders navigating a complex political landscape. We'd love to hear your thoughts.