When people think about sustainability in the outdoor industry, Patagonia often takes the spotlight—and rightly so. They’ve pioneered environmental responsibility in business and have proven that doing good is also good for business. If it wasn’t for Patagonia, I would have never started Emerger Strategies in the first place. After reading Let My People Go Surfing by Yvon Chouinard, I realized that business is a tool that can be used to solve social and environmental problems, and as it turns out, there’s also a very real business case for sustainability. In fact, I had the opportunity to interview Yvon Chouinard on The Sustainable Angler podcast and we discuss how their customers support them and remain loyal to their brand, but here’s the truth: you don’t have to be a billion-dollar brand to lead on sustainability.
In fact, small brands are uniquely positioned to drive change, connect authentically with their customers, and turn sustainability into a competitive advantage.
The Business Case for SME Sustainability
Sustainability isn’t just about saving the planet—it’s about future-proofing your business. Today’s consumers, especially younger generations, are increasingly choosing brands that align with their values. According to a survey of US consumer attitudes on sustainable shopping by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania, 75% of Gen Z (born 1995-2010) “state that sustainability is more important to them than brand when making purchase decisions.”
“Three-quarters of Generation Z consumers state that sustainability is more important to them than brand when making purchase decisions. Seventy-five percent of Generation Z survey participants prefer sustainability over brand name of product, and 71 percent of Millennials, 73 percent of Generation X and 65 percent of Baby Boomers agree.” – First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania
Retailers are also tightening sustainability requirements, and investors are eyeing ESG performance more closely than ever.
For small-to-medium brands in the fishing and outdoor industries, this is a golden opportunity. Why?
- You’re nimble. Unlike larger companies, small brands can pivot faster, experiment with more innovative solutions, and respond directly to customer demand.
- You’re close to your customers. Authenticity and storytelling matter more than perfection. If you’re making real progress—even if it’s small—your customers will rally behind you.
- You can build loyalty and trust. Transparency builds brand equity. Being honest about your sustainability journey invites customers into the process—and turns them into advocates.
You Don’t Need a Sustainability Department
Many small business owners think sustainability requires a team of experts and a big budget. Not true. You can start small and still make a big impact. Here are a few ways to lead with what you’ve got:
1. Measure What Matters
You can’t manage what you don’t measure. Begin by understanding your environmental impact—your energy use, waste, packaging, transportation, and carbon footprint. Even simple baseline data gives you a direction and helps you track progress over time.
2. Make Sustainability Part of Your Brand Story
Tell your customers what you’re doing, why it matters, and how they can be part of the solution. Use your website, social media, packaging, and in-store signage to bring your sustainability journey to life.
3. Choose Better Materials and Partners
Look upstream. Can you switch to recycled packaging or source materials from suppliers with credible certifications? Can you partner with other mission-aligned brands or nonprofits to amplify your impact?
4. Respond to Retailer Expectations
Big-box retailers like Walmart, REI, and Target are asking more questions about sustainability. If you’re hoping to scale into wholesale, being able to confidently complete sustainability assessments and show a plan for improvement is critical—and can help you stand out from competitors.
Lead With Your Values—and Your Vision
Leadership isn’t about size. It’s about courage, commitment, and consistency.
Small brands have always been at the heart of innovation in the outdoor industry. Sustainability is just the next frontier—and you have everything you need to lead. Not by trying to copy Patagonia, but by being the best version of your own brand: principled, purposeful, and proud of your impact.
At Emerger Strategies, we simplify sustainability for small and mid-sized outdoor brands. Whether you’re just starting or ready to go deeper, we’re here to help you measure, improve, and communicate your sustainability performance—while making the business case every step of the way. Check out our Case Studies to see how we have guided brands just like yours on their sustainability journey.
Because sustainability isn’t just for Patagonia. It’s for you, too.
