http://www.influxinsights.com/blog/ 2008-12-04T01:15:11Z http://www.influxinsights.com/blog/article/1838/brand-transparency--patagonia.html It might be tempting for a brand that's built a reputation for environmental concerns to rest on its laurels and continue on with the same old strategy. <br><br>However, that's not the case with <b>Patagonia</b>, who despite building a brand that's focused on supporting the environment, it's recently turned its attention to the eco-footprints of its products. <br><br>There's a <a target="_blank" href="http://www.patagonia.com/web/us/footprint/index.jsp">dedicated space on its website</a> that examines the footprints of four of its products. <br><br><a target="_blank" href="http://www.flickr.com/photos/edcotton/2374312325/" title="Patagonia Footprints by ed100, on Flickr"><img src="http://farm4.static.flickr.com/3160/2374312325_95ff02495c.jpg" alt="Patagonia Footprints" height="300" width="500"></a><br><br>While this is a very limited selection of its total SKUs, the manner and honesty in which the information is presented is refreshing for the following reasons.<br><br>1. It explores the breadth of the issue from materials to transportation<br><br>2. They acknowledge that things aren't perfect <br><br>3. They highlight the fact they want to improve<br><br>4. They encourage others to comment<br><br>5. The translate the impact into language we can all understand- the energy to produce a rain jacket is the same as leaving a regular lightbulb on constantly for 42 days!!<br><br>It would be good to see other brands follow Patagonia's lead.<br><br><br>Posted by Ed Cotton Influx Insights 2008-04-02T12:47:25Z 39.53264411091661 -119.78668212890625