Patagonia is a brand so committed to sustainability that it gives people reasons not to buy its own products! What might be damaging for others has become a competitive advantage – consumers make more informed choices, which influences product marketing decisions for the company and engenders a strong following among customers. Luxury retail is not an outlier. This pattern repeats itself in discount retail, the part of the retail segment that has the lowest rates of emotional connection so far. Sometimes, it can be quite small things which trigger the emotion. Take Patagonia. “Patagoniacs” have a very personal relationship with the brand. They can smell phoniness, and are quick to call it out. On patagonia.com, the brand displays this authenticity from the moment customers hit the homepage, with stunning photography of athletes experiencing the natural world using Patagonia outdoor gear. Since people who live these adventures capture the vast majority of the photos, they are always accompanied with credits. But it is the wildly popular “Notes from the Field” essays within every print catalogue which pay the biggest natural dividend. While this may seem a relatively insignificant addition, it adds hugely to the authenticity of the brand, and demonstrates an attention to detail and transparency that is woven into the entire experience.