Thread by @latimes

From climate change to voting rights, Patagonia has been willing to risk backlash by taking positions on contentious social issues.

It's a risk that has paid off.

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The rise of conscious capitalism has bred in younger consumers an expectation that the companies seeking their dollars should share their values.

It’s all a little daunting for companies hoping to make sales, not headlines.

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Patagonia has managed to pull off a high-wire act mixing business with activism throughout its 48-year history, its core business selling outdoor clothing seemingly bolstered by its progressive attitude and, at times, antics.

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The retailer figured out a key lesson early: For all the corporate hand-wringing about losing customers, boycott threats are often limited to just that.

Even the free publicity of a backlash can be advantageous, brand strategists say.

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In the past, Patagonia’s advocacy was primarily focused on environmental causes.

In a charged political environment, Patagonia has widened its scope. It pulled its ads off Facebook last year, citing the “spread of hateful lies and dangerous propaganda.”

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That was followed by a “Vote the Assholes Out” tag sewn into a line of men’s and women’s shorts ahead of the presidential election. A few weeks ago, the company donated $1 million to fight restrictive voting laws in Georgia.

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Some called for a boycott and told the retailer to stay out of politics. “You’ve decided to get woke so now you can go broke. So I guess it’s #boycottpatagonia time,” read one tweet.

Going broke doesn’t appear to be much of a risk at the moment.

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Read more about Patagonia’s approach to corporate activism from reporter @byandreachang at latimes.com/business/story…