Purpose-driven companies: making a difference
Chuck Kapelke
Putting mission before money, companies are reinventing themselves to stand for something — and to connect better with consumers
Purpose-driven companies are obsessed not with profit but with doing what is right for their customers and the world at large. Take Patagonia. In 2011, the Ventura, Calif.-based outdoor clothing and equipment maker raised eyebrows by running an ad with the message "Don't Buy This Jacket" to raise awareness that all consumption has an environmental impact. More recently the company sponsored the production of DamMation,a documentary about the environmental impacts...