Corporate Communication: From Transparency to Sustainability – Patagonia as a Model for Sustainable Communication-

Abstract

The challenges imposed by the business environment, which increasingly emphasizes sustainable performance, institutions are now required to seriously address all developments related to this trend—starting with their environmental and social responsibilities. From this perspective emerges the importance of corporate communication, shifting from mere transparency and credibility to the pursuit of "sustainable communication".

One of the most prominent global companies integrating sustainability into its corporate communication is "Patagonia", which has oriented its business strategies toward supporting environmental causes. These include clothing recycling to reduce consumption, supply chain transparency, and financial donations to combat climate change. Patagonia has received numerous environmental awards and is now considered one of the most sustainable companies worldwide.

This paper will further explore the strategies Patagonia has adopted to develop its sustainable corporate communication.