Alex Robinson’s Post

This is a post about Patagonia. Every couple of years, Patagonia re-sears itself onto the public imagination with some radical sounding campaign. Don’t Buy This Jacket (2011). Worn Wear (2013). Vote our Planet (2106). The Responsible Economy (2019). Buy Less, Demand More (2020). Earth as Our Only Shareholder (2022). And now, The Shitthropocene (2024), a satirical mockumentary on consumption. The Shitthropocene: https://lnkd.in/g2JbmpJE The 45-minute film wittily tells how Patagonia aims to produce durable clothing in a culture addicted to disposability. (New Zealanders will particularly enjoy the moment around the 35 minute mark.) But since this mockumentary targets the very audience that buys their clothing, it highlights the contradiction within the brand's ethos. While promoting sustainability, it perpetuates consumption patterns by targeting affluent consumers with messages that make them feel good about purchasing. I like Patagonia as a company. I’ve been a fan of theirs since my university rock climbing club days. I own some of their clothing, including my favourite pair of shorts ever. They are one of the best large companies. But why did they make the mockumentary about themselves, telling a story about how they fixed a fault in fishing waders, saving 100,000 pairs from the dump? Why not just make it about the over-production of stuff in general? Let’s face it, "cause marketing" is still marketing. The release of the groundbreaking animated documentary "The Story of Stuff" in 2007, 17 years ago, and the increase in consumption per capita since then really demonstrates that people are being “doped” in a producerist culture. Ultimately, producers like Patagonia, who do make useful technical gear for niche markets, ought to quit fashion, even if the profits from fashion sales go to environmental causes. Make less, advertise less, and rely on word-of-mouth reputation to align with principles of degrowth and radically combat overconsumption by combating unnecessary production. If Patagonia were to cease branding and advertising, it could signal a genuine commitment to degrowth and confidence in their products' quality. This move would truly challenge producerist culture and support consumption based on utility and longevity rather than brand-induced dopamine hits.

Happy Earth Day! 🌍 On Friday, we headed to King’s Cross for Earthfest 2024. There was a lot of exciting stuff to see, including art, fashion, live music, and inspiring talks about how we can come together to drive change. And Caitlin Rozario, our very own Head of Brand and Culture, hosted two great sessions. First up, she interviewed Beccy Speight, the CEO of the RSPB. Beccy talked about the projects they are working on right now to reverse the damage that’s been done to nature and wildlife in the UK. She also spoke about how companies can get involved with saving our wildlife, by donating, volunteering and spreading awareness. Our biggest takeaway was that there’s so much nature right under our noses, so we can get started with the spaces closest to us – whether that’s our own garden or a local park. Caitlin also hosted a panel discussion on eco-friendly employee benefits, with Jamie Richards (Forest), Emilie Stephenson (innocent drinks) and Sarah Howden (Possible). They covered: 💚 Why it’s important for companies to offer sustainable benefits 📣 How companies can measure and communicate the impact of these benefits  🚀 What we can do to avoid greenwashing and encourage real adoption A massive thank you to everyone involved in organizing the event – we came away feeling inspired about the work that’s going on to drive positive climate action. #EarthDay #Sustainability #ClimateChange

Gavin Fernie-Jones and I have had a bit of an epiphany this week. You see, we founded Re-Action to bring the work of One Tree at a Time to other outdoor communities. We were spurred into action by the terrifying effects of climate change we witness on a day-to-day basis here in the French Alps. We thought our mission was to introduce circular models into the outdoor industry to keep kit out of landfill. BUT landfill isn't our enemy. Nor are the people that throw kit away, or the brands that produce all the excess. The problem is the system. The system demands growth so shareholders can be paid dividends. This means brands have to find ways to cut costs, raise prices and sell more product. That results in poorer quality, more expensive products. They also prey on our insecurities. They tell us that to swim further, climb higher, ski better, and run faster, we need the latest gear. The Re-Action collective offers an alternative. We collect quality kit, we patch it, repair it, repurpose it and in some cases rent it. We wear our kit and we're here to tell you that you don't need the newest, latest, most technical items to enjoy nature or outdoor sports. You are enough. Also, where would you rather your money goes? To a wealthy shareholder or someone in your community who has put their time and creativity into getting that kit into your hands? Our mission is clearer than ever. To give people an affordable way to access the outdoors in decent gear. We don't know all the answers and we don't know exactly where this will go but we know we're onto something. Thanks to everyone who has helped us on the journey so far. Here's to staying curious and embracing the unknown. Ellie Meredith, ✌️John Brown, Jon Alexander, Catherine Weetman, Robbie Udberg, Michael Hill, Rebecca Heaps, Sally Warren, Becky Kirby, Bruce Leishman, Claire Moffat, Solène Magnan, Scott Johnson, Tash Acres, Anna Smoothy, Kirsty Little, Vicky Balfour, Rebecca Evans, Karl Brown

My epiphany was actually slightly different. For me, Re-Action has always been about the system. We built Re-Action after reading 'Less is More' and "Citizens". "Less is More" is about degrowth, and "Citizens" is a book that questions what it means to be a citizen over a consumer. Both books challenge our current failing system. On a podcast recently with Matt Barr I said that the circular models we use at Re-Action are our anchor, they're the physical action that encourages people into our space. They're not why we exist, they can't be, as we need something much bigger than circular consumption. We need systemic change. My epiphany this week was that we don't need to describe what that change is, we just need to help people collectively find the courage to voice that we need it. Jon Alexander talks about finding your people to figure out what it is you want to do, and how that is the job of the moment. I've been too concerned with what people would think if you suggest ideas based on a new system, or what that system could even be, when it actually doesn't matter. I wrote a few things down after a meeting we had with ✌️John Brown this week on the subject of Re-Action's reason for existing. One has stuck in my mind, "we don't know where we're going, but we're going." All we really need to say is, that the current system has failed us, we should face the fear in that statement and start collectively doing something about it. That something doesn't need defining, and it doesn't need a title. At this moment it's about questions over answers. At some point Heather Davies, Communicating Sustainability and I spoke up. Influenced by our surroundings we felt a need to do something and found each other. We both had different reasons for speaking out and we still do, as does everyone that shares our collective space. I think Re-Action's strength lies, in the fact that we're a bunch of doers and this creates a space for other people to join in. We are challenging the current system but not from a nihilistic point of view. We're on the fringe taking action collectively, we're asking questions, and suggesting solutions, and we're doing this as a bunch of ordinary people that are willing to take a leap into the unknown. And maybe most importantly of all, our collective is challenging the system with joy, creativity, hope and an emphasis on reconnecting with nature. With this it makes it much easier to step into the new. My other epiphany is written in Heather's text , "You are enough". So too is the Re-Action Collective. This work we're doing to create a space for people to voice their concerns is really important. I should have reached that realisation earlier, as people like Rob Harrison-Plastow and Jon Alexander have been championing the importance of such action for quite some time!

REI's Opt to Act Plan merges environmental activism with brand identity, it encourages both staff and customers to engage in weekly actions aimed at increasing their environmental and mental. Launching on Black Friday, a day traditionally synonymous with consumerism, REI flips the script by closing its stores and promoting sustainability. This initiative not only reinforces REI's commitment to the outdoors but also fosters a community of eco-conscious individuals. The plan's success lies in its simplicity and actionable approach to combating climate change. What are your thoughts on the effectiveness of such campaigns in driving real-world action? #thisisahomeworkassignment

🌍 Changemaking on Tour! 🌍 This week we’re sharing something a little different to the norm – usually we’re telling you about incredible changemakers who are leading with their Spark a little closer to home, but last week we flew to Guatemala in Central America to work on unique film projects, documenting incredible changemakers and community leaders who are dedicated to protecting a unique natural and cultural heritage site. Today we want to introduce you to Don Emilio, who at 68 years young still climbs the trees of the lush tropical rainforest to conduct a unique process of extracting natural gum from the trees, which can be sold to make products such as chewing gum. We met Don Emilio deep in the jungle, and watched wide-eyed as he swung his machete to carve deep grooves in the tree's bark, allowing him to skilfully ascend the trunk in seconds. With just a thin rope slung around his waist and metal grips in his boots, Don Emilio climbed higher and higher without breaking a sweat, all the while slashing deep grooves into the tree to release its precious sap, which collects at the base of the trunk. Later this liquid is boiled until it becomes thick and viscose, stretching before our eyes like putty, until its cooled and placed into moulds. Later it will be sold to companies who will use it to make chewing gum and other products, although sadly the community have lost many of their long-standing buyers, losing a vital income stream. This simple process might seem archaic, yet for indigenous communities it provides essential work and income. What’s more, there’s a natural symbiosis with the forest, never taking more than they need – a habit most Western countries seem to have forgotten, as we use and abuse our natural resources. We’ll share more about these incredible changemakers over the coming weeks. In the meantime, if you want to find your changemaking Spark, join us at our next event on Thursday 18th July in Cardiff: https://lnkd.in/eM5zXavM

Who inspires you to think outside the box? I love the work, ambitions and vision of Nicolas Gerlier and I absolutely love his products. 83% of the earth’s water is polluted with microplastics. La bouche rouge, Paris is taking an active part in moving the needle for a more sustainable future by challenging the beauty industry with new patents, no microplastics, circularity and preserving artisan techniques and knowledge. They do so in such creative ways whilst maintaining high quality. For me they are a game changer and they inspire me in my work. Who inspires you? #sustainablefuture

It’s easy to get caught up in the madness of Christmas, but there are plenty of ways to have a more sustainable festive season. 🎄 Here’s a few highlights: 🏆 Focus on great quality gifts that will last 🥾 Celebrate with loved ones by getting out into nature ❄️ DIY your own decorations (great for the kids too) 🔗 Read the full blog on Canopey now (link in the comments!) 🔗 Thomas Panton Abrar R. Sin Yu (Vivi) Yan Nathan Lomax Phil McSweeney Marcus Hemsley #Sustainability #GreenChristmas #SustainabilityTips #GreenTech

Last week, I shared Behold's ethos, a seemingly simple seven lines that will provide me focus on my journey. I'll dive into each one a little more over the coming weeks, so let's start at the beginning. It's been interesting to really think about who my end customer is. At its core, Behold is built for the wildlife it observes. Referring to animals as "customers" might stretch traditional business terminology, so bear with me, but it's been a pivotal shift in mindset. (No, that wasn’t a 'bear' pun you missed just there). Behold's mission extends beyond just observation. It's about fostering a connection between humans and nature. But in order for that to benefit nature, it requires an approach that respects it from conception to reality – from securing ethical funding and streamlining our operations, to meticulously choosing eco-friendly materials and components, down to encouraging daily user behaviours that prioritise wildlife welfare. By placing wildlife at the centre of our design philosophy, it challenges us to consider the broader impact of our creations. It's a reminder that true innovation isn't just about advancing technology, but about advancing our understanding and respect for the world around us. And lastly – we of course cannot overlook that we’re animals too. Our actions ripple through the ecosystems we share with other species. Behold is our commitment to acknowledging these connections, making choices that honour our collective home, and encouraging others to do the same. Behold is made for animals.

As audiences become increasingly impassioned with the natural world, we recently joined forces with Less Concrete, More Jungle for a solutions focussed roundtable discussion that helps brands play a meaningful and valuable role in nature in 2024 & beyond. One takeaway that struck us is that the UK's gardens are larger than all of our National Nature Reserves combined [Wildlife Trust], so interacting with nature can start at home. Don’t have a garden? Look at your local park. Just check the wonderful Zaineb Abelque’s work, documenting SE15’s Muslim community celebrating Ramadan in the beauty of Burgess Park. When we connect those dots that nature is all around us, brand involvement and opportunities can be much closer to home than we might first think. Check out the full article to see what else we learned about how brands can authentically tap into nature 🍃 https://bit.ly/4cfODwF