If you’re looking for a brand that walks the talk on sustainability, Patagonia is the gold standard. Their ‘Business Unusual’ philosophy flips the script on how businesses should operate, proving that making money and saving the planet can go hand in hand.

But here’s the best part: small businesses can steal a page from Patagonia’s playbook.

Founded by Yvon Chouinard in 1973, Patagonia’s origins stem from a sole trader who started out crafting hand-made climbing gear and selling it out of the back of his car. Decades on, Patagonia has set itself apart as an innovative outdoor apparel company, with deep commitments to environmental sustainability and emissions reduction. Let’s dive into what makes Patagonia so different and how you can apply their sustainability lessons to your own hustle.

What makes Patagonia’s sustainability approach ‘unusual’?

1. Putting the planet first (for real) by adopting sustainable practices

While many companies talk a big game about being sustainable or ‘eco-friendly,’ Patagonia backs it up with action. They take an innovative approach to the materials they source and how they use them, to help reduce waste and carbon emissions. Discarded plastic fishing nets are recycled for use in hat brims, plant-based rubber has been developed from a renewable non-food crop for use in wetsuits and since 1996, Patagonia has only used organic cotton, eliminating the use of synthetic pesticides and herbicides. They’ve also invested in regenerative agriculture, taking a proactive approach to restoration instead of just doing less harm.

💡 Small Business Takeaway: Look at your supply chain, and the inputs to your products and services. Where do your materials come from? Can you identify things you could source differently, even if it’s just two or three items each year? Can you create a circular economy with other businesses in your supply chain? Every little change adds up and contributes to your journey.

2. Selling less (but better) and keeping gear in play

In a world where fast fashion and disposable products dominate, Patagonia does the opposite. In line with one of their core values, quality, they build durable, versatile, repairable and recyclable gear that lasts for years. They encourage customers to keep their products in use for as long as possible, instead of constantly buying new gear. This is supported through online DIY gear-repair tutorials, a free product repair service, and the ‘Worn Wear’ program, which lets customers trade in used gear or shop pre-owned items online, keeping quality products in use and out of landfills.

💡 Small Business Takeaway: What if you designed your products to last longer? Could you offer repairs, rentals, or a buy-back program? Thinking beyond ‘sell, sell, sell’ can actually strengthen the loyalty of existing customers, and win over a cohort of new customers who want to purchase more mindfully.

3. Prioritising people: Work-life balance done differently

Patagonia’s innovation isn’t just about products, it extends to its people. A standout example? Their on-site childcare program which has been in place since (wait for it) the 1980s, providing support for working families and fostering the courage and creativity they champion in the outdoors.

Employees are also encouraged to chase what fuels them – whether that’s hitting the waves when the surf is prime, embracing flexible schedules or taking paid time off to fight for causes that move them. The expectation? Live a full, well-rounded life and in return, bring that energy and dedication back to work – without leaving your teammates hanging.

💡 Small Business Takeaway: A great business isn’t just about profit; it’s also about people. Can you rethink how you support your people, even in small ways? If you don’t know where to start, consider asking them for ideas. Fostering a culture that values well-being and investing in your team pays off in productivity, loyalty, retention and overall success.

4. Redefining success: Earth is Patagonia’s only shareholder

Patagonia’s founder, Yvon Chouinard, made headlines by giving away the entire company almost 50 years after founding it, redirecting profits to fight environmental, climate and social challenges. In a unique approach, Chouinard opted against a private sale or public listing of Patagonia, instead giving Patagonia to two entities dedicated to ensuring the company remains aligned with its values and goals.

In his online letter Chouinard explains “instead of ‘going public,’ you could say we’re ‘going purpose’”.  The company’s voting stock went to the Patagonia Purpose Trust, to protect the company’s values, and nonvoting stock was given to the Holdfast Collective, a nonprofit dedicated to environmental and planet protection, funded by Patagonia.

💡 Small Business Takeaway: You don’t have to give away your business to make a difference, but you can redefine success on your own terms. Consider integrating purpose into your business model – whether its committing to some new sustainable practices, reinvesting in your community or taking a novel approach of your own creation. The legacy you build and the impact you create is part of your business success.

Try some of your own “business unusual”

You don’t have to be as big as Patagonia to adopt sustainable practices. Even small shifts can set your business apart, drive loyalty, reduce your environmental footprint, and create a lasting impact. The key? Start where you are and build from there, implementing small-scale strategies to reduce carbon emissions, minimise waste, and optimise energy efficiency.

Start small, scale up – You don’t need to overhaul your entire business overnight. Begin with small swap-outs and build a list of ideas for future sustainability steps to take. Small changes, such as reducing your energy use by installing energy efficient lightbulbs, can compound over time. As a bonus, these efforts can also reduce your operating costs.

Make sustainability a no-brainer for customers – Don’t just sell products, offer solutions. Can you use recycled materials to make or package your products? Can you provide repair services, take-back programs, operational or process approaches that reduce waste and make it dead simple for customers to choose more sustainable options? The easier you make it, the more they’ll get on board, awaken to the value of your offering, and reward you with loyalty.

Be transparent and own your journey – Customers don’t expect perfection, but they appreciate honesty. Share the steps you’re taking (even the imperfect ones) and invite your audience into the process. Patagonia has built trust by leading with quality products and lived values. What’s the story behind your business and its journey? Public efforts to reduce emissions and align your business with net-zero targets can also encourage interest from larger businesses who are increasingly keen to develop low emissions supply chains.

Find alignment with a bigger purpose or cause – Can you engage in conscious capitalism? Find a way to make an impact beyond just selling. Purpose-driven businesses create deeper customer loyalty. When people believe in what you stand for, they become part of your movement, share their experiences and drive word-of-mouth marketing, one of the powerful and cost-effective ways to grow a business.

If you’d like support to start implementing some of these initiatives, or to develop your own sustainability strategy, Business Chamber Queensland can help. Our sustainability experts provide consulting services, practical resources and innovative tools to help your business identify and act on sustainability opportunities.