Lately there has been a noticeable trend in brands going green. After recently working on a project about Patagonia, I found myself wondering when this shift toward eco-friendly brands occurred. More so, I wanted to know and why brands started doing this.For a few years now, brands started making efforts to highlight philanthropic and eco-friendly efforts made by the company. Some people might be naive enough to think that this is because brands want to make the world a better place, but they have another agenda.
Some people like Yvon Chouinard, the founder of Patagonia, truly do set out with a mission to make the world a better place. Some communication professionals noticed that companies like Patagonia were able to reach niche audiences who value the environment, and as a result companies started capitalize on this eco-friendly trend.The Millennial generation is the key reason brands are making this shift. Studies have shown that people from the millennial generation will buy brands that do things to impact the world. This generation is founded on the idea that everyone can make a difference. Because of this, people have made a conscious shift in the products the buy and the brands they support.
With all the proof of how damaging some companies are to the environment, companies that emphasize green initiatives are able to positively appeal the consumers desire to make a difference. It interesting to see how some brands have adopted green initiatives to attract desired target audiences.