Key messages: As a company, Arc’teryx prides itself on sustainability. As part of their mission towards a sustainable future, they ensure the products they provide are high-quality and long-lasting. Arc’teryx promotes circular consumption, with a specific website dedicated to consumers reselling their pre-loved Arc’teryx products. In addition to this, Arc’teryx gives customers tips and tricks to keep their items in the best condition. Circularity is further promoted by their ReBird site, which allows consumers to send their pre-loved gear so that it may be deconstructed and parts repurposed so fewer materials end up in a landfill.

Arc’teryx also supports responsible manufacturing. Their manufacturing facilities are working towards implementing the Fair Trade Certified program, which includes a price premium that goes directly to workers. The goal is to have 80% of Arc’teryx products as part of this program as of 2025. As part of the concern for workers’ well-being, manufacturing facilities support workers’ rights, and health and safety.

Target audience(s): Arc’teryx targets primarily active, middle/high income people with an interest in outdoor activities. Whether they are serious outdoor adventurers, or more casual lifestyle consumers, Arc’teryx wants to cater to people interested in a luxury brand of outdoor gear. People who have an interest in the environment and sustainability are also targeted.

Channels and tactics to promote the initiative: The target audience of Arc’teryx is relatively affluent people ranging from 30-50 and so a mix of social media and traditional media will be effective in reaching them. Promoting Arc’teryx’s CSR campaign will be effective on Instagram, Facebook, and TikTok.

Partnering with influencers and brand ambassadors will provide credibility to the message. Arc’teryx can provide products for influencers to rate/review online and they will mention CSR initiatives in their posts, like the ReBird program.

Encouraging user-generated content about repairing their own gear and promoting a branded hashtags, like #ReBird will also help promote Arc’teryx’s support of circular consumerism.

Another tactic that will be employed is pop-up repair booths in Vancouver. Consumers can stop by and see the quality of products firsthand and experience the care and sustainability of repairing their own gear.

Arc’teryx will use its owned media to promote their message. Their website already has an extensive page on their CSR efforts, but promoting it to the front page will help enhance exposure. Posting small video clips of their manufacturing facilities and featuring actual workers and their experiences on their social media will help promote the CSR campaign.

Proposed evaluation methods to measure campaign success: The success of this campaign will be measured in social media mentions and positive comments. Measuring how many branded hashtags are used during the campaign will also be way to check success.