Industry News
Twice in the last three years, outdoor brand Patagonia has ranked #1 for having the best reputation out of the top 100 most visible brands in America.
News website Axios and market research firm Harris Poll conducted their annual survey by polling 16,310 people around the nation for ‘companies that either excel or falter in society.’ The top 100 companies are first compiled into a list, then rated across nine different categories to formulate a final score. Following on the list, in order, are Costco, John Deere, Trader Joe’s, and Chick-fil-A. Some brands at the bottom of the list include social media moguls Meta, Twitter, and TikTok, as well as Spirit Airlines, BP, and The Trump Organization.
Out of the nine different categories, Patagonia took the top spot in five: ethics, character, products and services, trajectory, and citizenship. The remaining categories and rankings for Patagonia include trust (#6), culture (#3), vision (#6), and growth (#2).
After dropping to third overall in 2022, it is no surprise to see the jump back to first after founder Yvon Chouinard essentially donated the company to help the fight against climate change in September 2022. Since its beginning 50 years ago, and especially in the last decade, Patagonia has been recognized for its approach of putting people and the planet ahead of profits.
One of the most outstanding and recognizable programs, started in 2002 by Chouinard and Craig Mathews, is 1% for the planet. As part of this initiative, the more than 5,000 businesses now involved pledge to contribute 1% of total annual sales to grassroots environmental groups. Patagonia supports over 1,300 of these grassroots organizations and offers Patagonia Action Works for individuals to connect with them. Since 2014, the company has been Fair Trade Certified, taking the first step towards paying livable wages within its supply chain.
All of these incredible efforts and the company’s continued focus on sustaining our beautiful Earth, and giving back to the individuals helping do so, are the key to Patagonia earning the title of America’s most reputable brand for the second time in the last three years.
There are several ways to get involved with grassroots organizations near you or even receive grants through Patagonia.
