In 2011, Patagonia?s shocked the retail industry when, on Black Friday, they bought an New York Times ad in which they urged consumers to consider buying fewer items on the biggest shopping day of the year, Black Friday. Its actions resulted in the company being named to first place on Fast Company’s social-good sector. A key ingredient of a company doing good is when they speak up for what their beliefs. Purpose-driven companies also ask consumers to join them on their mission.
“”Not only are companies increasingly willing to speak up for causes they support, but consumers practically demand that they do.””