Patagonia Mission and Vision Statements Analysis

Patagonia mission statement is “we’re in business to save our home planet.” This is the new corporate mission statement of this company from the previous one “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia was led by this statement for over 45 years; however, the company has grown into a more integrated firm with a bigger vision, and this necessitates the change of the mission statement to the current one.

The current mission lays more emphasis on the overall impact that its products and its business model have on the world. It shows that it looks to have widespread benefits that go beyond the comfort its customers get from its outdoor clothing. The statement by Patagonia has the following primary components:

  1. Distinguished quality
  2. Improving lives
  3. Saving the planet

Patagonia was founded on the basis of quality. For instance, the company is famed for marketing some of the most durable yet affordable clothing gear for all weathers. The collection of the different attires Patagonia has in all its stores meets the needs of all its customers irrespective of the age, size, and sex. For decades, this company has won the recognition as a unique brand that has conquered the U.S markets. As if that is not enough, its fame has gone beyond the borders. In addition to stocking clothing, Patagonia is also famed for its well-selected collection of books falling into different categories.

The second component closely relates to the first one. In fact, the success of Patagonia in satisfying the first one directly influences the second component. There is no doubt that Patagonia is a people-centred company based on how all its activities focus on either creating comfort, protecting or improving an aspect in the life of the people it serves. All the strategies of this firm are summed up by its last component of saving the world. This is evidenced by the business approach that it applies such as the adoption of recycling techniques in the fabrication of its products to ensure the conservation of resources and protection of the environment.


Patagonia is one of the most progressive marketers and distributors of outdoor clothing in the U.S and beyond. The business model of this company is impressive especially in how it targets its customers through affordable pricing of its products. Based on this approach, it is clear that Yvon Chouinard, the founder had the best interests of the customers at heart while establishing this firm in 1973. In fact, the mission and vision statements of Patagonia are a reflection of a company that cares about the overall welfare of the people that it serves rather than simply the expansion and growth of the firm.

Since it first came into the business, Patagonia has demonstrated it is a leader not only in the garment industry but also in impactful global aspects as shown by its mission statement. These corporate statements are, therefore, crucial tools for any business. Theoretically, a corporate vision statement is defined as an illustration of the future that a company wants to achieve in the long run. By the way, customer surveys are an excellent tool that provides the company with insight into its operations by allowing it to evaluate whether they’re doing things right. In this case of Patagonia, its vision is on impacting the world positively with the products that it sells. On the other hand, a corporate mission statement is a description of the actions or strategies that would be feasible to take the company towards a predetermined future.

A look at Patagonia shows a company that has set all its primary activities clear, and how they contribute towards the achievement of its central goals. Other than these two tools, Patagonia also has the core values, which are invaluable in its progressive rise to prosperity over the decades. The combination of all these corporate statements and core values make up a strong foundation on which Patagonia keeps growing into a global enterprise.

Vision Statement

Patagonia is yet to publish an official vision statement. Despite this, the company expresses its reason for being in existence as one that is consistent with the “use of all its resources to protect life on Earth.” While advancing its outdoor clothing industry, Patagonia has come to appreciate the close association between its business and environmental conservation. To be part of the bigger agenda, this company has entwined its future to that of Earth.

The recent change of its mission to the new one also cames with a refined vision for the company. Today, Patagonia is very vocal in its environmental campaigns in the U.S. For instance, the company advocates and demonstrates why cleaning the environment and protecting it from wastes is paramount. It does this by first encouraging and giving its customers a practical opportunity to be part of the recycling process.

Other ways that Patagonia has been contributing to its vision includes its fair labour practices. The company combines this with the excellent working conditions in all its branches. By doing so, it creates a culture than fairness for all, including to the customers and the environment is a duty for everyone.

Core Values

Patagonia core values comprise “building the best products, causing no unnecessary harm, using business to protect nature, and not bound by convention.” At Patagonia, the desire of the company is to be the change agent in the marketing and production of products that leave a difference in both the society and the environment.

It is interesting how Patagonia makes worn wear a part of its philosophy while at the same time maintaining the high quality characteristic of its products. The success of this approach by the company is guided by the know-how that goes into each fabric at Patagonia. By doing so, the company satisfies both its values of coming up with top products and staying away from avoidable harm. In fact, this also contributes to its desire to protect the environment as it eases the burden of resource consumption. Today, Patagonia is going out of its way as a clothing company to support diverse programs that advance its mission and vision statements.

Patagonia Mission Statement History

Full Mission Statement History of Patagonia:

  • 2018 – Present

We’re in business to save our home planet.

The new corporate mission statement reflects Patagonia’s evolved vision and commitment to actively working to preserve and protect the environment. The company recognizes the urgency of the environmental crisis and aims to use its business as a platform for creating positive change.

  • 1973 – 2018

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

For over 45 years, this mission statement guided Patagonia’s operations and mindset. The focus was on designing and producing high-quality products while minimizing negative environmental impacts. The company aimed to lead by example and inspire others in the industry to adopt sustainable practices.

By examining Patagonia’s mission statement history, we can observe the progressive evolution of the company’s values and aspirations. From a focus on product excellence to a commitment to minimizing harm and inspiring environmental solutions, Patagonia’s mission has adapted to meet the changing needs and challenges of our time. The current mission statement reflects the company’s deep dedication to actively contributing to the preservation of our home planet.


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