Small Footprint, big message

Patagonia is a company I admire for their long history of mixing environmentally friendly practices with a solid business model. Recently, they sent me an update on The Footprint Chronicles, a tracking system which measures the environmental impact of producing their high-performance sportswear products.

The Footprint Chronicles give us a snapshot of the production process and its consequences (or lack thereof) by tracking 10 current Patagonia items 'from design through delivery'. Material sourcing, labour conditions, and shipping statistics are neatly summarised in The Good, The Bad, and What We Think sections, while an interactive map lets us explore the details.

The Footprint Chronicles are only one aspect of Patagonia's commitment to corporate social responsibility. Two more sections on the website - Environmentalism and Leading the Examined Life - demonstrate how Patagonia makes such commitment an integral part of their business, not just a marketing campaign.

It can be risky. Being truly environmentally responsible as a company, or being so transparent about business practices aren't always the most profitable routes. And few enterprises have the long history of earnest corporate responsibility that Patagonia does.

Still...I find the Footprint Chronicles an inspiring example of greener business practice and more open customer relations. If you run a business, would you consider developing a similar policy and campaign? Do you think Patagonia's balance of ethics and profitability is a widely applicable way forward?