When Marketing Genius Clashes with Environmental Values: Lessons from North Face’s Viral Response

Did you see that viral video of a faulty North Face jacket? 

The one with a rain-soaked hiker appealing to North Face to meet her on her mountain trail with a replacement (and actually waterproof) jacket.

The company sprang into action, with a video of an employee in a helicopter, scouring the mountain for the woman and flinging the replacement jacket her way.

The response hit the headlines, praised as “epic marketing genius.” And there’s no denying it was attention-grabbing, gaining over 4 million views on social media. 

But for me, and other climate-conscious comrades, there was a glaring flaw in how it related to the brand’s sustainable values.

The wrong message can alienate your audience

This PR stunt (you could call it a crisis response) did show the company to be one that listens to each individual story. One that cares about each user’s outdoor experience. 

And this is in line with The North Face’s values, one of which is to “increase access to the outdoors and celebrate the benefits of exploration.”

But what about their other values? Specifically, the one that promises to put nature first? Was the environmental impact of that helicopter ride justified? 

I posted about the psychology behind the North Face’s marketing decision and found my connections fell into one of two camps. 

The first camp appreciated the psychology behind it.

The second couldn’t forgive the company for the opportunistic response at the expense of the environment. 

These second-campers said the response even put them off the brand and that they were unlikely to buy from them again. 

Your marketing should speak to all your values

Luckily for The North Face, there’s been very little backlash about missing the mark on the environmental element.

But that’s not always the case. From Burger King to Audi, there are plenty of examples of tone-deaf marketing over the years. 

And the consequences range from issuing a public apology, to having products and services boycotted. 

Of course, it’s vital to ensure your ad doesn’t offend or cause harm, regardless of your brand values.

But if you claim to uphold sustainable values, you have a duty to approach all your PR and operations through those lenses.

That’s the reason your audience put their trust in you in the first place. 

And with 71% of UK customers prepared to switch brands if their trust is broken, businesses can’t afford to gamble with their loyalty.

Burger King issued an apology after accusations of sexism and clickbait in its marketing

Prevention is better than a cure

So what could The North Face have done differently? 

First off, many board rooms are now giving Mother Nature a seat at the table. 

Would she have signed off on this marketing stunt if they’d asked her opinion? Or would she have asked The North Face to find other, more sustainable ways to control the damage? 

Given the speed of the response, I suspect there wasn’t much thought for the environment, nor of what climate-conscious audiences would have to say about it. 

Yes, the company seems to have escaped unscathed. But it would have been better for them to consult with all departments before responding.

I’ve no doubt the sustainability team would have objected to the stunt, given the chance. 

The North Face could also have shared the thought process with the audience, figuring out how to deliver the jacket without contributing significant emissions.

This would have shown responsiveness but also a concern for nature. And it could have been an even bigger stunt, with different people responsible for each leg of the delivery, Olympic torch style.

Problem solving, reduced environmental impact, and community building—there’s a campaign I could have gotten behind. 

Make sure your marketing meets the mark

Don’t use social media to impress people; use it to impact people.

— Dave Willis, Writer & Pastor

The North Face case study shows how quickly news can spread. And it’s the companies that issue well-considered responses that will survive a public lynching.

Of course, the ideal scenario would have been that the item wasn’t faulty in the first place. 

But mistakes with products and their marketing can and will happen. Especially in sustainability, where many companies are treading uncharted waters. 

What’s certain—the era of consumers passively absorbing marketing campaigns is long gone. Now, they’re active participants, scrutinizing every move a brand makes. 

And when your marketing actions and your values are in sync, your audience notices, remembers, talks, and it trusts. 

Every marketing decision you make is a chance to reinforce your commitment to your shared values. 

Let’s make them count.