common ground Patagonia Common Ground is a web platform paired with - - PowerPoint PPT Presentation

Patagonia Common Ground is a web platform paired with a physical product strategy that enables Patagonia’s growing customer base to take action on environmental fights for public land in their region through petitions. By bringing their “Patagucci” market on board to help in these fights, Patagonia could ensure that the growth they are experiencing aligns with their brand mission.

common ground

"We outgrew our loyal customer base and increasingly were selling to yuppies, posers, and wannabes. These people don't need this shit to get in their Jeep Cherokees and drive to Connecticut for the weekend.”

• Yvon Chouinard, Founder

“patagucci”

FOOTPRINT CHRONICLES PATAGONIA PRO PATAGONIA PROVISIONS VAN REPAIR TOUR WORN WEAR IFIXIT GUIDES ONE PERCENT FOR THE PLANET YERDLE REUSE STARTUP NEW LOCALISM COMMON THREADS PATAGUIDES TIN SHED VENTURES

initiatives

* Clear opportunity to intervene as its target audience extends beyond hardcore environmental brand loyalists *

new localism

Series of films meant to inspire viewers to take action on high-profile environmental fights around North

• America. Features only 6 causes that all

take months (or even years) to produce.

X At the top are those who embody Patagonia’s values of anti-consumerism and environmental protection daily. This is Patagonia’s hope for their entire customer base. 
 However, it is extremely difficult to imagine someone who ascends straight up. It is more reasonable to introduce a gradual ascent.

the ascent

CLIPBOARDING COMMON GROUND E-PETITONS Narrow Reach Brief Engagement Hyperlocal Interrupts People Wide Reach Shallow Engagement Saturated Industry Major Distractions Medium Reach Deeper Engagement Locally Relevant Appropriate Context

petition strategy

Patagonia Ownership Tag

petition as action

There is a lot of debate regarding the

• verall success of petitions, particularly e-
• petitions. However studies have shown that

signing online petitions can increase willingness to take more high impact action. “Even low-threshold online collective actions such as “liking” a Facebook page can be identity constructing, steering the group's activities towards a common goal and accounting for group enhancement.” – Sandy Schumann, European Journal of Social Psychology (2015)

Saturated online platform Extremely low barrier to entry results in lower credibility Signee’s geographic location may not correlate

e-petition frictions

Saturated online platform “Local environmental grassroots activism is based on or in defence of a shared place identity; it is submerged in residents’ everyday lives and interpersonal networks within a place.”

• N. Mihaylov, Multidisciplinary Digital

Publishing Institute Study (2015) Extremely low barrier to entry results in lower credibility Signee’s geographic location may not correlate

e-petition frictions

• 1. DISCOVER
• 2. LEARN
• 3. TAKE ACTION
• 4. EXTEND

Ownership Label Proximity Issue What's at Stake Desired Outcome Addressee Petition Progress Sign Call To Action Snapping Signature Entering Signature Local Direct Action Nearby Petitions Other Patagonia Initiatives Product Repair Guide Social Links

Did you know that one of Canada's oldest, most pristine forests is at risk of destruction? In the Central Selkirk Mountains of British Columbia, the region’s last surviving stands of old-growth Inland Temperate Rainforest are in danger of being lost forever to clearcut logging. The resident herd of endangered Mountain Caribou is crashing due to loss of old-growth forest. This is why the Valhalla Wilderness Society has proposed the Selkirk Mountain Caribou Park. The park proposal includes the primeval Incomappleux rainforest, a forest that’s been growing continuously for thousands of years, with trees up to 4 metres in diameter and 1,800 years old. Despite numerous studies that have revealed its exceptional biodiversity, it is covered by a current logging permit and could be logged at any time. About half of the 156,000-hectare park proposal has been reserved from logging by the BC Government, to provide habitat for the Mountain Caribou; but this forest is protected only as long as the herd thrives. Elsewhere in the park proposal, BC Timber Sales is starting to log caribou habitat, even while the herd is down to 35 animals, from 89 in 2008. If the Mountain Caribou herd is lost, the forest reserves will be lost, putting in jeopardy at least 40 other recognized forest-dwelling species-at-risk. Existing parks in this area are too small and isolated to protect biodiversity. This includes the existing Glacier National Park, as well as Goat Range and Bugaboo Provincial Parks. The Selkirk park proposal would connect these parks, providing travel corridors for Mountain Caribou, Grizzly Bears and many other species. Please sign this petition to urge the BC Government to create the proposed 156,000-hectare Selkirk Mountain Caribou Park.

Protect BC's ancient Inland Temperate Rainforest

Petitioning Premier of British Columbia Christy Clark and 2 others Valhalla Wilderness Society

Location Activist Issue Addressee What’s at Stake Desired Outcome

OWNERSHIP LABEL + STICKER

DISCOVER

Local Patagonia Instagram Input Name + Sign

TAKE ACTION

Valuable Recommendations

EXTEND

Common Ground Initiative

EXTEND

the result

x

!

!

! SIGNEE Appropriate Context Low Barrier Entry Point ACTIVIST Targeted Reach Deeper Engagement PATAGONIA Connect Value to Products Clarify Good Growth

x

!

!

! SIGNEE Appropriate Context Low Barrier Entry Point ACTIVIST Targeted Reach Deeper Engagement PATAGONIA Connect Value to Products Clarify Good Growth

the result

x

!

!

! SIGNEE Appropriate Context Low Barrier Entry Point ACTIVIST Targeted Reach Deeper Engagement PATAGONIA Connect Values to Products Clarify Good Growth

the result