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08/07/2008 07:27 AM

Patagonia Launches 'Vote the Environment' Campaign

SustainableBusiness.com News

Patagonia, the outdoor apparel company, has launched an aggressive, three-part campaign in advance of the presidential election this November 2008.

"Vote The Environment" asks customers to (1) register to vote, (2) educate themselves on the environmental records of candidates and (3) place the environment at the top of their priority list in the voting booth.

Due to its strong environmental slant, "Vote The Environment" places Patagonia at risk of customer criticism. However, the company said it is willing to shoulder the consequences for an issue it believes trumps sales.

"Vote The Environment proves that businesses can act as environmental advocates in the U.S. election process," notes Casey Sheahan, president and CEO of Patagonia, "We're using our story-telling and marketing expertise to get this message out during a critical time in our country's history. We know that some customers may be put off by the strong environmental message. Not all our customers are environmentalists. But we are. And we believe deeply that the environment is the foundation we all stand on. Every other major social concern--from energy to foreign policy--hinges on the health of the planet."

Patagonia will promote Vote The Environment through all three of its selling channels--retail stores, wholesale accounts and the Web. The campaign will also go on tour with singer Jack Johnson this summer--and will be a presence at youth musical festivals, including Austin City Limits.

In addition to Patagonia's traditional customer base, the campaign will target individuals aged 18-25, because Generation Y and X voters by 2015 will be one-third of the U.S. electorate. This block of voters has the potential to make a huge impact in this and future elections, Patagonia said.

Patagonia also has partnered with over twenty national magazines to secure free or co-op ad space to communicate the Vote The Environment message. The company will also sell Vote The Environment tees, contributing $5.00 from the sale of each tee to the League of Conservation Voters.

In a statement, the company said, "we're not endorsing any specific candidates on the executive, federal or local level." However, the League of Conservation Voters gave Republican presidential hopeful a score of 0% on his yearly environmental scorecard for missing all 15 votes dealing with the environment.

Democratic contender Barack Obama only missed 4 of the votes and received a score of 67%. His lifetime average for voting in favor of environmental legislation is 86%. 

McCain's lifetime score is 24%.

Website: http://www.VoteTheEnvironment.org