The 2011 post-recession era saw a growing backlash against mindless consumerism and the 'throwaway culture' that was clearly destroying the environment.

Patagonia has a long history of environmental activism and high-quality, durable gear. They actually have the infrastructure for repairs and a supply chain that isn't a total disaster.

The conscious consumer feels guilty about their impact on the planet but still needs a jacket. They want to feel like their purchase is an investment, not a contribution to a landfill.

Outdoor apparel brands usually scream about technical specs and performance. During Black Friday, everyone else is begging you to buy more stuff you don't need at a discount.

Take a small brand and attach it to a big mission so people feel good choosing you.

Look at your category and find the thing everyone hates but ignores. Is it fast fashion? Is it planned obsolescence? For Patagonia, it was the mindless consumption of Black Friday. Your villain shouldn't be a competitor; it should be a systemic problem that your brand is uniquely positioned to tackle. If you can't find a villain, you're probably part of the problem.

Identify a massive, industry-wide villain

You can't just talk. You need to do something that hurts your bottom line in the short term. Patagonia told people not to buy their stuff. That’s a ballsy move that builds trust. If your "bigger fight" doesn't cost you anything, it's not a strategy; it's a hollow marketing campaign that people will see through in about five seconds.

Prove you have skin in the game

Give your audience a role in the fight. Don't just say "we are saving the world." Say "help us save the world by doing X." This transforms the customer from a passive consumer into an active participant. In the Patagonia example, the action was repairing old gear. It gives them a story to tell their friends about why they chose you.

Empower the customer to take action

If you're trying to please everyone, you're not in a fight. Use bold, definitive statements that might actually annoy some people. You want the people who agree with you to feel like they've found their tribe. If your copy sounds like a corporate HR manual, you’ve already lost. Be sharp, be direct, and don't apologize for having a backbone.

Use polarizing language to draw lines

Finally, show how your product is the tool for the fight. It shouldn't feel forced. If the fight is against waste, your product better be durable. If the fight is against inequality, your supply chain better be clean. The product is the weapon the hero—the customer—uses to defeat the villain you identified in step one. Now go win.

Tie the product to the solution

Stop selling widgets and start a revolution

Learn how to Make the Brand the Hero of a Bigger Fight. Stop selling features and start a movement with this guide to high-stakes strategic positioning.