as appropriate. 

1.1  Demonstrate the use of a wide range of relevant, topical and appropriate research methods and sources to provide visual and contextual marketing insight which underpins your chosen campaign 

1.2  Consistently combine or synthesise data and information to demonstrate the need and solutions based approach of your chosen campaig

 

4.2  Evaluate and critically reflect on proposed solutions and provide an options analysis, making recommendations for those most likely to achieve the greatest impact

 

4.3Encourage peer group to question and challenge ideas and to accept critique from others in a professional        manner demonstrating resilience 

5.2 Present your solution to a wide range of stakeholders with confidence and select the most relevant key information to communicate within the allocated time frame. Use appropriate content and style to engage others, anticipating issues and questions and preparing for their response. 

7.2 Demonstrate relevant awareness of any legal requirements, eg copyright, data protection

7.3 Ensure strategic context is accounted for, demonstrating an awareness of the bigger picture and how one situation may be affected by another 

Patagonia has additionally been involved in a number of environmental and political activist campaigns, including 1% of its total sales to environmental groups and 100% of sales from Black Friday to environmental organizations (that has totaled $10 million).

High
Learning for oneself 

Insistence on convenience, fun and economical' - Gen Z chracteristics 

'Gen Z’s choices are based on customer experience where interaction, transparency and social accountability become inseparably linked to consumption. '

'50% of Gen Z purchase brands if they know a brand is socially conscious (Ferguson, 2018). Very strong social mindset in consumption is indicated in Nielsen’s (2015) survey; according to it, 72% of Gen Z are willing to pay more for the brands with reputation for environmental stewardship. ' - 
https://medium.com/dosomethingstrategic/dollars-change-young-people-tap-brands-as-agents-of-social-change-2612b717e5f7
https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/%20Global20Sustainability20Report_October202015.pdf


'Gen Z can be defined as socially conscious consumers.'

 

Jenna Johnson is the current CEO of the company, which is based in Ventura, California. The brand made an estimated $800 million in revenue in 2019. (Au-Yeung 2020). Patagonia’s yearly sales are estimated to be around $1 billion (Birch 2021), with over 70 stores and approximately 3000 employees across the world (Anderson 2019).

“The brand is today increasingly becoming the product that is consumed.” (Salzer Mörling and Strannegård 2004). Consumers cannot distinguish a brand’s identity or authenticity without knowing its underlying beliefs. Patagnoia’s core values are critical to the brand’s image since they represent the brand’s purpose and principles to its consumers.

1. High-quality, long-lasting products to limit consumer consumption. 

2. Ongoing actions that are less harmful to the environment, with an incentive to be more beneficial. 

3. Using the company’s prosperity to give back to the community and protect the environment. 

4. Unconventional, with a desire to be creative and come up with new innovative ideas. (‘Our Core Values - Patagonia’ 2022)